Did you know that a well-structured visual identity is the foundation for a successful company?

Studies show that it takes us a millisecond to draw conclusions from other people’s faces. So if we think that in that short time, we can draw conclusions about a brand, this can dictate whether it is trustworthy and viable for the consumer or not.

It is in this small instant that your company may or may not stand out from the rest.

However, it is important to understand what a brand’s visual identity actually is.

Brand Visual Identity

We can consider that the visual identity is a house and the logo is its soul. That is, this house is made of a set of elements that compose it and make sense as a whole.

Therefore, the visual identity is a set of graphic elements, including the logo, typography, color palette, photography, illustrations, etc. All this must work in a structured and consistent way to survive the temporal changes that affect any brand.

When should you create the visual identity?

When we start creating a brand, the name, the core business, the target, and the personality that is intended to be conveyed must be thought out and planned.

It is after this phase of building the basis of the brand’s visual identity that we move on to the creation of the logo.

Undeniably, the logo as the soul of your brand must be simple, direct, and friendly, to attract the consumer and convey a sense of security.

When we create the logo the whole graphic language begins to develop and grow, always based on what makes this brand what it is and why it is better than another competitor.

Here, the elements that make up the identity must make sense of each other, and the choice of colors has an influence on the final consumer’s decisions.

Just to exemplify in relation to colors, we know that red is associated with fast consumption and green with ecological and vegan.

Typography also influences consumer choices and can generate feelings of trust or distrust.

The same situation occurs with the typology of photographs or images associated with the brand.

By carefully thinking and creating all these elements, we are giving birth to our home.

In this initial phase, our house must be coherent and consistent, it cannot have crooked windows or a door with a completely different style from the other, because this will cause strangeness and drive away the potential consumer. Which is not at all intended.

Also, enjoy reading our article about design trends for 2023.

The importance of consistency

When we have our identity built and well thought out, it can have great longevity.

Of course, it should be edited and remodeled from time to time. A very important factor to remember will always be consistency.

All visual and communicational changes that occur must always take into account the personality and identity that the brand has. It must be consistent and coherent changes.

Why? Because this will create an emotional connection between the consumer and the brand.

Trust is extremely important.

If in the millisecond that the consumer looks at two products and chooses the one that is more appealing and comfortable to him, that conveys security, we certainly know that the visual identity has done its job.

When the consumer makes his choice unconsciously, we are creating a loyal potential user/consumer.

If we maintain consistency and coherence in its communication over time, this prolonged exposure creates an emotional connection and response that will continue to grip the consumer in future queries.

In short, according to KPMG research, about 84% of consumers are more inclined to remain loyal to a brand that has values identical to their own.

Final recommendations

When visual identity is achieved well, it creates a relationship between the consumer and the brand.

Therefore, if you don’t have a visual identity built or have one poorly grounded, it is enough for your company to go unnoticed and not stay in the consumer’s memory.

To paraphrase Paul Rand – “Design is the silent ambassador of your brand”.