What are Brand Visuals and Why are they Important?

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Brand Identity

Brand Visuals are another aspect of building your brand identity and creating a cohesive image for your brand. Essentially, the brand’s visual identity is what customers see when looking at the brand. It’s made up of the appearance of printed materials, website, logo, font, color palette, and any kind of mascot that the brand uses.

Visual Identity as Brand Identity

The visual identity of the brand is part of the overall brand identity and offers a guideline as to how the brand should be presented. Good brand imagery should evoke an emotional response and complement the purpose of the business and the overall impression of the brand’s identity.

The brand identity is the personality of the brand and who the brand is. The visuals of the brand portrays the brand’s identity on the outside. While the visual identity of a brand isn’t the sum of a brand’s identity, it’s important for branding as it gives customers a snapshot of what they can expect from the brand.

Creating the Right Visuals

Selecting the right brand visuals should be based on the overall emotional response you wish to evoke. For a light-hearted, fun-loving brand personality, brighter colors and fonts that have an element of fun may be used. An industry such as a bank or funeral home may wish to have something a more subdued, classic logo.

A brand’s visuals are made up of a few key elements:

Graphics

Graphics are the non-written visuals that make up a brand’s identity. These can be pictures or simple shapes that represent part of the brand’s identity. Think of Target’s target and the pig-tailed redheaded girl from Wendy’s. These visuals would be considered part of the brand’s graphics.

Typography

This includes the font that you use for your brand name or company name, including its layout on the page and the interplay of the letters that make up the company name. The typography also includes the font and layout choices for any kind of communication the company creates. Not only does Disney, for example, have a very distinctive font with their logo, but visit the website and you will also notice a consistency in the fonts used there.

Color

Color can provoke a powerful emotional response – think of a vivid red, which is used in nature to signal danger, or a cool blue, which can indicate peace and calm. The colors that your brand uses help convey the feelings that you want your brand to inspire in consumers. Used correctly, the colors also build another subconscious layer of trust, reinforcing the feeling that the overall brand purpose states. The most successful companies take color choice very seriously. Starbucks chooses green as their primary color to engage a fresh and inviting feeling from their customers. They also go one step further by having a lookbook for their employees to ensure everyone is matching the color palette of the brand.

Imagery

The imagery of a brand consists of anything that engages the five senses. This can be the photos of a brand’s marketing campaign or the spokespersons of a brand. The imagery of a brand should be relatable to the target customers, and in fact, when done well, a customer should be able to envision themselves in the brand’s imagery. The brand imagery could also change from customer to customer. Think of it as an association game. When I say Disney, what’s the first thing that comes to mind? For one person it could be mouse ears; for another, the smell of kettle corn in Magic Kingdom; another, the song “It’s a Small World.” For you, the question should be, “What do I want my customers to associate with my brand?”

Physical Presence

For brick-and-mortar businesses, brand visuals carry over into the overall appearance of the business. This can be the layout of the store, including furniture and the types of displays placed throughout. For food and beverage businesses, everything down to the kinds of silverware used and the color of the table linens should be carefully considered and in alignment with the brand. Even through re-modelings, companies like Google ensure their physical spaces maintain the basic design of bold colors and simple geometric shapes.

Graphic Design

Graphic design takes all the different elements of brand visuals and combines them into a cohesive portrayal of the brand across different platforms, from the sign in front of the building to the layout of the website. Graphic design synthesizes the logo, colors, and fonts, to create continuity among all advertising materials and even some in-house communication.

How to Create Unique Brand Visuals

Creating brand visuals that resonate with your target customers involves combining all the elements of brand visuals to echo your purpose. The brand’s visuals should be consistent, authentic, and represent your purpose and identity.

Consider your brand’s personality when determining visuals that suit the brand. What would your brand wear to a job interview? What’s your brand’s favorite color? Is your brand serious, or does your brand write in Comic Sans Serif? What kind of story can your brand tell without speaking a word?

If you aren’t familiar with the different elements of design, you may wish to work with a creative professional to help you create professional-looking visuals that can be used across all your promotional items and even on the labels of your products. Take, for example, intertwined C’s of Chanel. This is a brand visual that embodies the simple elegance of the brand, thereby communicating the story. 

Your brand visuals should tell a story, and everything from your social media posts to the layout of your website should contribute to the overall story you want to tell. All the visuals should be supported by your brand’s purpose.

Putting it All Together

The most important aspect of visuals is the same as with other aspects of branding: consistency, consistency, consistency. With colors that convey the kind of emotions you wish to project and an overall image that suits your purpose, the brand’s visuals will reinforce your words.

Creating the visuals that tell the story of your brand shape your brand identity and develop a resonance with your customers. Loyal customers are ones that feel an emotional connection with your brand, and visuals contribute to it.

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Chapter 1: Getting started

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Chapter 2: Coronavirus Cyberattack Statistics

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Chapter 3: General Cybersecurity Statistics

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Chapter 4: Phishing & Email Attack Statistics

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Chapter 5: Industry Cybersecurity Statistics

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Chapter 6: Privacy Statistics

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Chapter 7: Privacy Statistics

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Chapter 8: Privacy Statistics

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