Logo, colors, fonts, motifs, layouts – or how to bring to life a brand through graphic elements.
We will build a SWOT analysis (strengths, weaknesses, opportunities, and threats) with 3 elements each. We will indicate a series of measures, which we recommend you take into account (only in case they will be needed).
Visual identity is the transposition of the brand strategy into visual elements. Thus, a suite of motifs, symbols, colors, and typography elements, i.e. visual elements, illustrate what the brand is, the brand strategy. The visual identity must not only be beautiful, balanced, simple, and easy to understand, but also relevant for the public, i.e. in harmony with the strategy.
The visual identity is the first element with which the public interacts. The simpler, clearer, stronger it is, the easier it will be for the public to understand the brand and love it.
The logo, fonts, colors are the elements you keep in mind about a brand, along with the name. It is important that they are relevant and actively participate in achieving the organization’s objectives.
Logo – is that symbol meant to help the public identify the brand – it can exist in the form of a motif (a graphic element), a string of letters that describe the brand name, or made up of both elements. A logo can have several colors, or it can be monochromatic. More about the logo is on the dedicated page.
Fonts (typeface) – a suite of fonts, which will be used on all materials, in all communication media (website, printed materials, social media) intended to illustrate the brand’s story. They have a very big role, they manage to differentiate the brand and facilitate communication.
Graphic motifs – besides the logo, you can build a system of graphic motifs with a role in differentiating the brand. They will be taken over in all communication materials.
Colors – the brand must have a set of colors intended to build – the brand personality, differentiate and participate in the creation of the brand image.
Layouts – in this process, a series of layouts designed to illustrate a unified image must be thought of: layout of business cards, Word, Excel, PowerPoint documents, email signature, etc. All communication must be unified, to strengthen the brand.
Photos – establishing a graphic system for the use of photographs (layouts designed to differentiate and highlight the messages transmitted through photography). Also, it is necessary to establish a set of rules according to which to photograph or to make the selection of stock photos (colors, atmosphere, contained elements, etc.).
Style guide – a document that clarifies all the above elements. Illustrate for each one how it is used and even how it is not used. This document will be used as an internal guide, as well as for future suppliers, whether we refer to design or printed materials.
Visual identity has today an important role in the life of any organization. First of all, the logo helps it to be identified or its products, and services to be identified. Secondly, it communicates part of the brand elements, strengthening it. These are the reasons why organizations must allocate resources and time to build, implement correctly, and respect a visual brand identity. Without consistency in this area, the brand image will suffer.
The visual identity must be built in accordance with the brand elements and for the public that the organization serves. The logo, an important part of the visual identity, will be built according to the same process. Fonts, colors, and geometric shapes will be chosen to reflect the character of the brand. Between all these elements of strategy and visual representation, there must be harmony, a natural connection.
The process becomes even more complicated in the case of rebranding. This is because the logo and the whole suite behind it no longer represent an “empty vessel” in which all the meaning of the brand can penetrate, but it is a full vessel, which will have to transform to make room for other meanings.