Visual identity of a brand

Logo, colors, fonts, motifs, layouts – or how to bring to life a brand through graphic elements.

We analyze for free your brand visual identity

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 of a brand

Toud – we help you to tell your story

Visual identity can be made only after the process of brand strategy or brand audit, for existing brands, is completed. Toud does not go through this stage without first going through brand strategy or brand audit. Moreover, Toud considers that any attempt to make visual identity without having a band strategy or brand audit is useless. We say that because it is not enough for a brand to be visually “beautiful”, but it must be relevant as well. The relevance is given by matching all the elements defined in brand strategy.

What is visual identity?

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.

Stoian si Rotari, casa de avocatura Bucuresti, Branding, avocat, avocati, law office, law Romania, Toud, Romania

Why is it important?

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.

What does it contain?

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.