What is a visual identity
Visual identity is how you shape perception and create an impression through the visible elements of your brand. Images are a powerful form of communication, specifically because they do not communicate with words. They speak on a primal, emotional level and are thus more persuasive. But with great power of communication comes great responsibility: you’ll want to be extra cautious that you’re not sending the wrong message.
Visual identity is all of the imagery and graphical information that expresses who a brand is and differentiates it from all the others. In other words, it describes everything customers can physically see, from the logo to the interior design of a store.
Often, visual identity culminates in the development of a brand style guide which provides consistent instructions on how the brand should be visually represented at all times and in any situation.
The purpose of visual identity is:
to create an emotional impression on viewers
to inform viewers about the nature of the brand and services/products offered
to unify the many different aspects of a business through consistent visuals
Visual identity vs. brand identity
Visual identity has an intrinsic relationship with brand identity.
On the one hand, brand identity is a holistic expression of everything that makes the brand what it is. It includes visual identity along with non-visual elements such as a brand voice, copy editing guides, a mission statement, core values, etc.
At the same time, visual identity is a distinct discipline that involves a different thought process and approach from brand identity as a whole. Though there is overlap, there are usually different professions involved in each. Brand identity is overseen by marketers, and visual identity involves designers and creative directors.
In short, brand identity describes who a brand is on the inside whereas visual identity expresses who a brand is on the outside.
Detail 3
Donec eget risus diam. Mauris egestas at nibh nec finibus. Donec ac fringilla turpis. Aenean eu justo sed elit dignissim aliquam.