Brand identity is the visual and emotional image a company or product presents to the public. It includes elements such as logo, color scheme, typography, and messaging. Developing a strong brand identity is important for building recognition and trust with customers.
While the brand identity encompasses, both, tangible and intangible experiences, in this blog we will speak on the tangible elements/visual identity of the brand and what they mean for the visual image of the brand.
If you're interested in developing the intangible elements of the brand, read our blog on brand strategy.
Elements Of Visual Identity
The visual identity of the brand is made up of various elements, each providing value in their own unique way. A proper use of these elements in cohesion and consistently, creates a brand that is memorable.
The following list of elements can help you create a well rounded Visual Identity.
#1 - Logo
When speaking about the brand identity, how can we not talk about the logo? Your logo is the cornerstone of the brand identity, it is in some cases the face of the brand.
The logo is a symbol or emblem that is used to represent the organisation or company. A good logo needs to be clean, memorable and should be reflective of the brand's values and story.
#2 - Colour Palette
A colour palette is a set of colours that are used consistently across all branding materials. The colours should be chosen to reflect the brand's personality and message, and can have a powerful impact on how the brand is perceived. Don't believe us? Read more about colour psychology.
#3 - Typography
Typography refers to the style and arrangement of text in a design. It can include the typeface, font size, and spacing. This should be consistent across all branding materials. The choice of typography can greatly influence the tone and overall feel of a brand.
#4 - Shapes and Patterns
These are design elements that are used to create visual interest and hierarchy in a design. Shapes can be used to create contrast and movement, while patterns can be used to create a sense of rhythm and continuity.
#5 - Imagery
Imagery is a powerful tool for conveying a brand's message and personality. It includes photographs, illustrations, and other visual elements that can be used to create an emotional connection with the audience.
Images can be used to tell a story, create a mood, or showcase the brand's products or services. The imagery used in branding should be consistent with the overall aesthetic and messaging of the brand, and should be chosen to appeal to the target audience.
#6 - Brand Book
This one is neglected, by many business we know of. While it may not be an element that is visible to your audience, it is one of the most vital elements for your business internally.
A brand book is a document that outlines the guidelines for how a brand should be represented visually. It includes information on the logo, colour palette, typography, and other visual elements, as well as guidelines for how and when they should be used. A brand book is an essential tool for ensuring consistency across all branding materials. And it is a must have for all brands!
To Sum Up..
A well-crafted brand identity can be the key to building customer loyalty and trust, and can help to differentiate a brand from its competitors.
By understanding and utilising these elements, companies and organisations can create a strong and effective brand identity that will stand the test of time.
At Tiki Tavi, we create such brands, that are derived from purpose and created with elements that work cohesively. If you would like give your business the brand it deserves, connect with us today!
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