Introduction:
Once upon a time, some researchers conducted a test to demonstrate the strength of visual identity for the world's most famous brands, such as Coca-Cola and McDonald's. They removed the name, logo, and everything that indicated the brand's brand identity, then asked users: Whose package is this? (Note: It was devoid of the name, logo, and everything indicative of the identity). What were the results? 100% of the users identified the brand at first glance, without any hint—even a single letter—of its name or anything related to it directly or indirectly.
Visual deception is a tactic used by counterfeiters of famous brands. A fraudulent chocolate seller might alter a brand name like "Galaxy" to "Galay" or "Gaxay" while keeping the wrapper's color shade and font style the same to create visual deception, allowing them to sell their products.
In this article, we will talk about visual identity and compare it to the brand, as well as explore the importance of visual identity, its elements, and its key characteristics.
Table of Contents:
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What is visual identity?
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In your opinion, what is the difference between visual identity and a brand?
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What is the importance of visual identity?
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What do you know about the elements of visual identity?
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The characteristics of visual identity elements.
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The foundations upon which visual identity design is based.
What is visual identity?
Visual identity is the visual aspect of brands created by companies. It includes anything visual that your brand produces, such as logo design, fonts, images, color, and any other symbols you use to communicate your brand's messages. Often, it goes beyond that to include: the website, employee uniforms, business cards, printed materials (brochures, reports, and flyers), signage, and product packaging..
In your opinion, what is the difference between visual identity and a brand:
Many people think that a brand and a visual identity are two sides of the same coin. However, despite their close relationship, they represent two different concepts. Visual identity refers to the visual elements of a brand, such as color, shape, etc., which convey symbolic meanings that cannot be expressed by words alone. A brand, on the other hand, is how the public perceives your company as a whole; it is everything related to customer experience and their view of your business through interactions with marketing materials, products, services, and even your team members.
Your visual identity is an important factor in helping customers remember and recognize your brand. It is essential for your visual presence to effectively distinguish your brand, and you will need a visual identity when launching a startup or updating an old one.
What is the importance of visual identity?
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Defend your uniqueness and distinction: In a global market crowded with giant corporations, startups, and competitors racing to gain customer satisfaction, you will undoubtedly need something to prove you stand out from everyone else. A visual identity is at the forefront of the things that will ensure this, as it leaves a first impression that is difficult to change. Additionally, 60% of consumers prefer to shop from brands they already know, and they recognize a brand through the visual identity that gives your business a special place in the market.
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Demonstrates your professionalism: You might be the best in your field, but you will only be perceived as more credible through a visual identity that customers recognize and trust. By developing a strong and professional visual identity, you tell everyone in the market—customers, investors, and competitors—that you are not a beginner and that they can trust your business, because your visual identity shows that you take your work seriously. This contributes to increasing brand awareness and building loyalty and trust between the company and its customers.
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Speaks on your behalf in your absence: Consumers process visual information more effectively than written information. A visual identity is a marketing tool that helps communicate with your existing customers and attract new ones by providing an unforgettable first impression even when you are not there, and it helps in establishing an emotional connection with them. Jeff Bezos says, “Your brand is what other people say about you when you’re not in the room,” and customers eventually associate with it to the point that they will prefer it over any other brand.
What do you know about the elements of visual identity:
Graphics:
Graphics in a visual identity are materials drawn or designed specifically for your company. They can be as simple as models and shapes; for example, the Lego brick or the Coca-Cola bottle and how these distinctive images signify their respective brands. Alternatively, graphics can be more complex, such as logos, symbols, or even illustrations and animations.
Typography:
Typography is the style or design of the text you use to display your brand. There are many different types of fonts that can be used, each having a different impact on the consumer, including variations in legibility. It is good for the fonts used to be modern, not overused, and not widely known in designs so that the company can ensure these fonts are exclusively used by them and do not conflict with fonts used by other companies. Be sure to choose only a few fonts to use in your printed materials.
Colors:
Appropriate colors are selected for the brand (taking into account not to choose more than three colors). This means that the colors must be specific because of their strong and direct impact on the viewer, and their ability to generate a stronger emotional response in the audience.
Imagery:
This element represents all the images or videos used in crafting the brand, as they represent and act like a spokesperson speaking about a brand.
Tangible components of the brand:
Tangible components can include store layout and design, for example, how all Apple stores look similar, with white interiors and glass storefronts, as well as the uniforms worn by employees who greet customers; all of this attempts to convey a message to consumers.
Characteristics of visual identity elements:
- Unique and novel elements that no one has used before.
- Relying on the principle of extreme simplicity in work.
- Designing the visual identity at the lowest possible cost.
The Foundations of Visual Identity Design:
Visual identity is the key to a brand; it is how you will be known for a long time. Therefore, there are some considerations you should keep in mind before embarking on building a visual identity, summarized as follows:
Who are you?
This is not just a direct definition of your company and the nature of its work, but the image you want to project to the public. Do you want to appear dignified and luxurious? Or light and bold? Or gentle and friendly? Note that each persona has its own characteristics and considerations, and of course, its own audience.
What is your product?
The product defines the target audience, the message you want to convey to that audience, the language used, and consequently, the form of the visual identity.
Who is your audience?
Based on the perception you have of yourself and the nature of the product you offer, you will define which segment of the audience you want to engage with. Note that it is extremely difficult to choose everyone as your audience (except for some exceptional products that primarily aim to deal with the general public), but the foundation is to choose a specific segment of the audience with specific demographic characteristics, and to consider the language used to communicate with this segment.
For example, your main product might be clothing, and your audience might be middle-class women. The segment might remain the same, but the product could differ, and therefore the language changes. If you are offering baby clothes, your segment will be pregnant women. If you are offering cosmetics, the segment may not change, but the way you address this audience will differ, and consequently, the way you express the visual identity and the form of the visual identity itself.
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Mohammad Al-Sawas
Marketing Department Manager
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