People determine in the span of seconds if they like a brand or not. The Institute of Colour Research found that people make a judgement about an environment or product within 90 seconds of being exposed to it. Liking a brand could be chalked up to say, the specific combination of teal and magenta shades used in the packaging. Or the desaturated, inviting photography that a brand uses on its Instagram that evokes a pleasant sensation. Finding a visual identity that your target audience responds positively to, helps in drumming up interest in your brand – and your profit margins.
Why is visual identity important?
It’s probably one of the first things customers notice about your brand. Whether it’s your product sitting on a shelf or a Facebook advertisement, the logo, colours and designs that make your brand are the most visually recognisable elements of it.
It is the outward expression of who your brand is on the inside and what it stands for: the most tangible aspect of a brand. If thoughtfully and artfully designed, with the appropriate colours, imagery and graphical elements used, your visual identity can resonate strongly with your target audience.
How does brand identity inform visual assets?
Some companies start by creating a logo without first considering their purpose or mission or core values. This can result in a misguided visual identity that your target audiences do not respond positively to or that does not accurately represent what your brand is about. A strong visual identity is informed by a watertight brand identity that is comprehensive and well thought out. Although as consumers, we might only see and associate brands with their visual symbols: the golden arches of McDonald’s or Nike’s minimalistic tick, it really only is a physical manifestation of the brand’s identity, its personality, mission and values.
What are the elements of visual branding?
Different elements are selected and combined to create a cohesive image with the intention of evoking a certain feeling, or mood. These include logo, graphics, typography, colour palettes and imagery.
- Logo: The logo design of a brand is one of the key elements of its visual identity. It is a symbol of your brand and has the potential to become iconic. You can choose to have both primary and secondary logos, each used for different purposes.
- Font and typography: Select 2-3 typefaces that express your brand well, are visually appealing and work well together. For a rich and complex result, try combining contrasting font designs, for example, a san serif and a serif font.
- Colour palettes: Pick 5-6 hues that best represent your brand. You should have a single primary colour, a secondary colour and a few accent colours.
- Imagery: This includes photography and videography. All the imagery you use should have a consistent tone, saturation and subject matter. If your brand’s primary personality is exciting, using vivid, intense imagery could gel well.
- Graphical elements: Supporting design features could include shapes, patterns, textures and lines. This could be used to complement your chosen colour palette. For example, on packaging or to break up copy on your website. It can tie your disparate elements together.
Visual assets and marketing collateral
Your visual assets will be combined in different ways and will be used in all your customer touch points – spaces where your target audiences interact with your brand. This could be both traditional and digital. These include:
- Traditional advertising: Flyers, brochures, posters, billboards
- In-store promotional items: Merchandise, freebies
- Digital: Website, social media, online ads
Visual identities can be tweaked to suit the different mediums, while still following the overall brand guidelines.
Create a strong branding and visual identity with BDSA
At BDSA, our team of brand designers have the intuitive ability to understand your brand and express its identity with the right logo, shades of colour and graphic elements. We are a creative and experienced corporate branding agency based in Singapore Our branding process involves 3 distinct stages: Brand Discovery, Brand Strategy, Brand Translation. During the third, and final, stage of the process we translate strategy into visually-appealing graphics.
With a Brand Guideline reference document in hand, your design team can start creating creative assets that align with how you want to portray your brand. Start the branding process with us and develop an iconic brand your customers would love.