Logo, colors, fonts, motifs, layouts – or how to bring to life a brand through graphic elements.
We will make a SWOT (strengths, weaknesses, opportunities, threats) analysis with 3 elements. We will recommend a number of solutions to consider (if needed).
Visual identity is the transposition of brand strategy to visual elements. Thus, a number of motifs, symbols, colors, elements of typography, also known as visual elements, are the ones that illustrate what the brand is – brand strategy. Visual identity does not have to be just beautiful, balanced, simple, easy to understand, but also relevant for the audience, which is, in harmony with the strategy.
Visual identity is the first element that the audience interacts with. The simpler, clear, stronger it is, the easier will be for the audience to understand the brand and like it.
The logo, fonts and colors are the elements that you keep in mind about a brand, besides a name. It is important for them to be relevant and to actively be part of reaching the organization’s objectives.
Logo – is that symbol meant to help the audience to identify the brand – it can be a motif (a graphic element), a string of letters that describe the brand name or both. A logo can have multiple colors or it can be monochrome.
Fonts (typeface) – a number of fonts that will be used on all materials, on all communication media (website, printed materials, social media) meant to illustrate the story of the brand. They have a major role. They manage to differentiate the brand and facilitate the communication.
Graphic motifs – besides the logo, a system with graphic motifs that help in brand differentiation can be built. The motifs will be used in all communication materials.
Colors – the brand must have a set of colors meant to build brand personality, to differentiate and be part in creating brand image.
Layouts – in this process a number of layouts must be created. They are meant to illustrate a unitary image: business cards layout, word, excel, power point documents layout, email signature layout etc.
Photos – setting a graphic system of using photos (layouts meant to differentiate and highlight the messages sent by a photo). It is also necessary to set a number of rules after which to take photos or to make a selection of stock photos (colors, atmosphere, elements etc.)
Style guide – document which clarifies all the elements above. It exemplifies for each of them how to use it and even how not to. This document will be used as an intern guide as well as for future suppliers, whether we refer to design or printed materials.
Nowadays, visual identity has an important role in the life of every organization. First of all, through the logo, an organization or its products or services can be identified. Secondly, the visual identity communicates a part of the brand elements, thus consolidating it. These are the reasons why the organizations have to give resources and time to build, correctly implement, respect a visual brand identity. Without consistency in this area, the brand image will suffer.
Visual identity must be built in accordance with the brand elements and for the audience that the organization serves. The logo, an important part of visual identity, will be made following the same process. The fonts, colors, geometric shapes will be chosen to reflect the brand character. Between all these strategy elements and visual representation, there must be a balance, a natural connexion.
The process becomes even more complicated when it comes to rebranding. That because the logo and the whole suite behind it no longer represent ”an empty vessel” in which to pour the whole meaning of the brand, but is a full one, which should transform to make place for other meanings.