The importance of visual identification
4 years ago
Visual identity is a basic element of company's identity. It allows to stand out from the competition and leave a trace in recipients' memory. Most people are visual learners - evaluate and remember mostly images. Therefore planned, coherent and attractive visual identity is the basis for building brand awareness in the minds of customers.
Visual identity consists of all symbols which enable consumers to identify and distinguish the company on the market: colour, logo, logotype, etc. With consistent and planned identify the company has a chance to build positive associations about themselves or about services and products.

Brand identity is made up of several important elements. It is not only the name, slogan, logo, but even the colors used on the typefaces, font size or text layout. Building brand identification is carried out through the use of various tools such as website, multimedia presentations, banners, business cards, business documents, advertising catalogues, print ads and so on.

How to create visual identity?

Visual identity is formed in a number of ways:
  • Firstly, it is necessary to examine level of awareness of a company on the market and get to know the specifics of the industry in which it operates. Depending on the company, its features and mode of action, various elements will play a major role in visual identification. Right from the start our goal is to coincide with the needs of both the company and expectations (and tastes) of potential customers.
  • Secondly, it is necessary to develop a coherent strategy, which will take into account the objectives and target group. At this point, key choices should be made which will decide on the ultimate identification.
  • At this stage, you should design the main elements of brand's visual identity, taking into account their application on specific media.
 To sum up, during these key stages, an agency in collaboration with the client, develops a strategy of brand identity, then the prototype, and finally comes to the closure of projects.
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