Introduction
Visual identity is very important for a brand. It ensures consistency between the company s different departments by keeping the same values, typography, colors, images and logo.
In addition, it helps justify the choices made when creating the brand. So everyone can be sure of all the do s and don ts.
How do you create an effective visual brand identity?
Audience, purpose and vision
Before creating visuals, it s important to define the target audience, the brand sobjective, but also how the brand sees itself in the future. These three points need to be clear if they are to be understood by everyone.
What s more, defining the audience is important since this will become a new source of inspiration, but will also create a closeness with your customers.
Brand voice
The brand voice clearly indicates what the brand should feel like to its audience, i.e. the images or terms that absolutely must be respected when designing advertising for the brand.
When designing visuals, this will give you an idea of what not to do. For example, if one of the keywords is "uncluttered", the designer will understand that it s important not to put too much content and to keep the design as simple as possible, with sober colors.
The logo
The logo is an important part of the brand. It will evolve over time, to keep pace with your brand s values.
This means creating several versions of a logo and defining in what context it will be used.
Colors and typography
You need to give a clear and precise understanding of how each component is to be used.
Thecolors
To create the brand s visual identity, we ll choose several colors and thus create a color palette that we ll reuse for each element of the project. This will ensure consistency.
When choosing colors, you need to be strategic and use colors that correspond to the values you wish to convey and the strategy used for the color palette. By the way, you can read an article on the meaning of colors here.
Typography
Typography is also important. You need to define which fonts you re going to use, in which weights, which sizes, ...
The aim is to create harmony in typography and to know what to use for different texts (titles, paragraphs, captions, ...).
Images
In this part, you need to define what type of image you want to use, but also how you want them to appear.
It s important to maintain consistency with the project as a whole, which is why you need to agree on the type of image (illustrations, photographs, ...), the content of these images, but also thelocation.
Conclusion
You ve got all the steps you need to think about in order to create an effective visual brand identity. But remember that you can always make it evolve according to your needs, desires and the values you wish to convey.
