How to create a visual identity?
A strong visual identity is not created overnight. You can’t just pick a few colours and put a logo on it. You have to approach your design strategically. This requires careful thought, a team with strong communication and design skills, and a thorough understanding of your brand.
The good news is that while it may sound complex, it doesn’t have to be. With the right advice, you can move forward effectively in the process and produce a true identity.
In this article, a series of key elements to consider when creating a strong identity will be presented.
Keep it simple
As the saying goes, less is more. Complication and twist are not good friends in visual design. On the contrary, simplicity is the key to having a consistent and solid identity. A good creative agency, must defend the simple but effective, because it is much easier to identify a logo at first glance, simple but capable of hiding several meanings of the philosophy of your brand.
Play with color
Of course, the colour palette also plays a key role and that’s why they are included in the graphics package. Doing it right with an attractive combination of primary and complementary tones, as well as working on its gradients and negative environments, will only reinforce the brand’s main message.
The typography that you decide to use not only in the logotype, but also in the different elements of communication is a more than important aspect since it must be in correlation with the other elements of the identity and be able to achieve that (modern or conventional) look so desired.
Today, all the graphic elements of a box must be ready to appear in any media or channel (not just on paper) and behave correctly without being distorted. If you bet on a 360º marketing strategy, your sign will appear correctly on the web, social networks, mailing campaigns, on television or in newspapers, on a banner, and even on a t-shirt or a glass of beer.
Maintain its duration
It is important that the corporate identity lasts over time and does not become outdated. Of course, after a few years, your sign may ask you to refresh or update some or all of the visual elements, but it is important to ensure that your identity retains its essence. This is why it is sometimes advisable to entrust this type of task to professionals; because they will ensure that the spirit of your sign is better reflected through your visual identity and this in a perennial way.
Finally, and in relation to all the above aspects, the visual identity of any company must impress and attract attention, standing out from the competition. By meeting all these criteria, you will effectively communicate your message, connect with your target audience, contribute to your professional positioning and facilitate your identification in the competitive market.
Large firms know very well how important a good set of graphic elements is. That’s why the big challenge is to convey the reason for being through the sign. With these few key aspects and a well-developed graphic charter, it will be very easy for you to build a proposal that will differentiate you, highlight you and allow you to systematically reach your target audience.
If you need a diagnosis of the current state of health of your visual presence, you’ve come to the right place!
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