Visual Identity: the graphic side of your brand

Logos, colors, fonts, as well as the graphic layout of websites, flyers, and packaging, are all elements wrongly associated with brand identity, making it a hodgepodge of confused ideas. That is a common mistake we would like to fix in this article.

A brand's graphic and visual elements belong to a crucial and not negligible subcategory of brand identity: visual identity. If we had to define it, it would be the means through which a brand can visually communicate itself.

A well-finished image, capable of reflecting what is inside your company, is fundamental in clearly communicating the actual spirit of the brand, evoking the appropriate feelings, and creating long-lasting customer relationships. What a brand’s visual side projects onto the customers directly affects purchasing behaviors. For example, when dealing with similar products with almost identical prices, poor-quality e-commerce—without a clear identity and recognizable style—deeply impacts your perceptions. What about products that evoke the perfect emotions, with clear product values and graphic elements that stand out and make the item inviting? Any better?

What do we mean by a well-finished image? We hint at reasoned choices that take into account all aspects of brand identity and reflect the company values and mission, leaving nothing to chance. Such decisions have to do with color palettes, patterns, layout, and much more, requiring professional knowledge and expertise.

Visual identity as the essence of your brand: what comes with it?

A well-finished and thoroughly planned identity can significantly benefit your brand. Here are the five main advantages:

  1. Making the brand recognizable
    Nowadays, standing out in a sea of competitors is essential. An effective visual identity can make your brand unique: easy to identify when people see it and easier to remember.
  2. Supporting perceived quality
    A refined visual identity helps the perceived product quality, independently from the actual purchase experience. Conversely, a neglected image is usually associated with poor quality, no matter the products and services sold. You never get a second chance to make a first impression, and your visual identity is what people see first.
  3. Positioning the brand in people's mind
    Every graphic detail should result from careful planning and analysis to represent the brand as best as possible. What if a bank opted for bright colors and playful fonts? And what about simple and refined lettering in shades of grey for a toyshop? It is evident how the two options fail to capture the brand they are portraying.
  4. Attracting the right target audience
    Any brand addresses a specific market segment. If the addressee is unclear, all communication strategies and tools—from texts to graphic content—might lack coherence with the objectives. Engaging your determined target audience allows you to come into contact with potential customers and people interested in knowing more.
  5. Improving brand reputation
    This point represents a summary of the others as a poor image evokes unprofessionalism and carelessness, resulting in negative impacts on the brand. Visual identity is what your brand wears.
    Would you prefer showing up to a job interview with a shabby look or with clothes carefully selected to represent yourself?

Visual identity: not only for your customers

Enhancing your visual identity has numerous benefits, and making your brand recognizable anywhere to potential clients is only a part of them. A clear identity is indispensable to support your team members and external collaborators. 

For instance, it will help the marketing department devise and create content, avoiding misunderstanding concerning what your brand truly expresses, and reducing the need for proofreading and clarifications. Here is where brand guidelines, or brand books, come in handy! These guidelines represent a manual listing the choices selected in terms of visual identity, the rules to apply them correctly, the necessary visual reference, and a series of strategic thoughts to explain all these elements. The aim is to maintain coherence with the brand and avoid ambiguity. We could call it the Brand Bible: helpful in solving any doubts and making decisions both online (newsletters, websites, blogs, social networks) and offline (business cards, flyers, packaging), keeping everything connected and coherent with the characteristics people have started associating with your brand.

We made it simple

Let's talk about it!

Roma | Catania | Torino | Piacenza
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