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Building a strong brand: The key elements of visual identity

What do you need to consider when creating your business' branding? 

What elements are key to visual identity? 

In our eBook, we break down everything you need to know about creating a strong visual identity for your brand.

You can download the eBook below but first here’s a taste of some of the topics that we delve into.

Visual identity:

Visual identity is the combination of all the visual elements of your brand. This will include logos, typography, colour palettes and graphics. The mix of all these visual elements is what gives you your brand’s visual identity. It needs to be versatile enough to be adapted into various forms of media and contexts while retaining its core essence and keeping your brand identity consistent across all content and platforms.

The foundations of your visual identity will come from defining your brand’s core values, mission, target audience and unique selling points. You should also study the existing landscape and look at how your competitors are presenting themselves. This will help to identify common themes and elements that are used in your industry, allowing you to differentiate from your competitors.

Key elements of visual identity:

Logo design - The centrepiece of your brand’s visual identity. It needs to be instantly recognisable, unique and able to act as a primary identifier for your brand.

Colour palette - Used to evoke specific emotions, transcend language and show your brand's personality. It also helps keep your branding consistent across all channels.

Typography - Typography encompasses font, size, spacing and formatting. It helps to establish a distinct visual presence, influences how your message is perceived, demonstrates your brand's personality, evokes emotions and keeps your branding consistent.

Imagery - Encompasses photography, illustrations, icons and more. Helps with your brand's storytelling and conveying your brand's message. Keeping imagery consistent, helps reinforce your brand identity and recognition.  

When is rebranding necessary?

Although being consistent with your visual identity is extremely important, if your corporate identity and messaging feel outdated and are no longer resonating with your target audience, then rebranding can help to revitalise your brand's image. Rebranding can help to keep you current, particularly with industry trends and customer expectations and preferences.

Role of a design agency in building a strong visual identity:

A good design agency that is an expert at developing this process will take the time to get to know your business, industry, key selling points and your target audience. This process should give you invaluable insight into the landscape of your sector and will help develop your positioning within the marketplace. Using an agency to design your visual identity will give you knowledgeable and creative insights and solutions.

Download the full eBook to delve deeper into the key elements of visual identity and building a strong brand.

Read it. Use it. And if you have any questions, we’re here to help.