What is brand identity?
Brand identity is the set of visual signs by which the public immediately recognises a company. These identifying signs are developed by graphic designers in agencies or studios specialising in identity and branding.
The designer's aim is to express an aesthetic and functional message through words or symbols so that the public can quickly identify the brand.
It should be noted that in addition to the actual design, the person responsible for the visual work must also carry out a preliminary study, which is a key element in the process. This involves planning and organising the ideas to be projected, as well as producing visual communications to convey messages with precise objectives.
What elements make up a corporate identity?
A company's graphic identity is made up of several elements:
Name
The first differentiating element of a company is of course its name, which should be chosen with great care. It should be clear and easy to remember, but also attractive and original.
Logotype
This is the design that can accompany or even replace the company name. It is just as important as the name and must also be highly recognisable.
Typography
This is the key to an effective visual identity. It must be clear, easy to read and in harmony with the values and messages the company wishes to convey to the public.
Colours
A point that should not be left to chance! Choosing the colours for a new company is a time-consuming process, because everything associated with the brand will be in that colour. It's essential to pay attention to detail and always use the company colours.
Images
Within the company, it's crucial to use images or illustrations, especially if it's a digital business. As with all of the above, the images should convey the company's values.
Tone
The way you address your audience is one of the most significant and differentiating elements. We need to be clear about how we want to be heard: with a humorous, rebellious or slightly more formal tone, in sustained or more colloquial language, and so on. Obviously, depending on the context, the language may vary, but the tone must be consistent with the communication objectives and, once again, with the company's values.
Why is it so important to create visual branding?
Now that we've defined and dissected what a corporate image is, let's finish with this question.
The first reason is that a company without a visual identity doesn't stand out from the crowd and goes unnoticed by the public. Secondly, not having thought about it is often perceived as a lack of professionalism and seriousness, a very negative characteristic in the eyes of current and potential customers.
Brand visual identity is the image that your company projects to the outside world. It is an added value because it allows you to materialise your intangible concepts (brand, mission, vision, values, etc.).