Your brand identity is a reflection of what shoppers think of you based upon what you do, how you do it and why you do it. Crafting a deft blending of your mores, voice and look will make you instantly recognizable. Of course, people are largely visual creatures, so your look will usually be the first thing that attracts interest. This is why developing an understanding of the visual elements of a brand identity is key to establishing a cohesive persona for your company.
Logo
While many experts think of the logo as the “face” of a brand, it’s actually a brand’s signature. The graphic symbolization of your endeavor, your logo should be immediately recognizable, memorable and utterly unique. Simplicity is absolutely essential to its success.
Further, it should look just as good in black and white as it does in color. Additionally, a logo is capable of standing on its own whether it appears on a sign, T-shirt, ball cap, water bottle or stationery. In some cases, it can be a symbol combined with a stylized rendering of your name. Or even a stylized rendering of your name alone like Coca Cola’s.
Font Style(s)
If all of your written communication is presented using the same type styles, that look will come to be associated with your company. Some organizations have had type styles designed specifically for them. If this capability is beyond the range of your budget, settle on a pre-designed set of three. And use them exclusively. One of them should only be used for renderings of the name of your company. The second one should be for headlines and subheads in your printed communications. And the third one should be for body copy.
Color Scheme
There is an entire psychology that goes along with color based upon the emotional states incited by different hues. Your main color choice(s) should be the basis for your logo. And the two or three complimentary colors can also be employed on your website, emails, social media, newsletters and blog posts. If you’re working with one of the many free website templates available, play around with a variety of color choices to get a feel for the combination that best reflects your desired image.
Images
The style, content and presentation of the images you use for your communications, packaging and marketing should also be consistent. Ideally, you want the general public to see a certain style of photography or illustrations and think of you immediately.
A strong example of this is The New Yorker magazine’s illustrations. Their look is unique to the periodical. Wherever you see drawings in that style, you immediately think of the publication. This is the effect you want the style of the images you present to have on the public.
Graphic Treatment(s)
Graphic element incorporates your font style, images and ties everything together. These elements can take the form of icons, shapes, patterns, and even lines to break up blocks of text and introduce an added dimension to your pages.
Pull all of these together in a pleasing fashion, use them to surround copy unique to your style and you create a recognizable brand identity. One last thing though, take some time to get to know your ideal customer first. Then you can make these visual elements come together to form a brand identity they will find relevant, pleasing and substantive.
Community manager at Visual Contenting. Jacqueline loves to talk about social media trends, new technology and how they help businesses accelerate their marketing efforts.
[…] The Visual Elements of a Brand Identity […]