Branding is… a visual journey

T he visual identity is a part of branding and expresses the values and ambition of the organization and its characteristics. We talked about the spirit of the branding process and now we are moving forward to the outer appearance. This is the visual way to convey your brands message through design. That contains colours, fonts, photography, shapes and any other visual support.


Your visual identity makes you recognizable and different from the other companies. It helps you strengthen your position in the market. It increases your attractiveness and shows your company’s character and identification. It establishes the relationship between you and your clients. High-quality brand identities create trust to the customers and make them feel that you are solid and reliable. A well-designed visual identity is long-lasting. You create it once, but you also need to improve it over time, according to newly gained experiences and feedback you will receive.


By following the steps below and creating a concrete idea of them in your mind, you can make it very easy for yourself to build the image of the brand and the visuals that support it.

  • Choose a color palette. With the help of color psychology you can choose the right colors for your company. Color psychology is the study that helps you understand how colors affect perceptions and behaviours, how they impact customers impressions.
  • Choose your typography. Traditional or eccentric, fun or formal – in any option it needs to attract the right customers. Make a study and find out the two font combinations that will marvel your target audience.
  • Define your image. Find an image that best describes your brand. It can be black, white or color animated graphic. Whatever you choose it needs to be the closest possible to your brands identity and to your values.
  • Design a logo. The logo is the most attractive part for the eye and the longest remembered part of the design. Use your imagination, express your feelings and convey your values to the audience.
  • Create a brand guide. Create a guide with a list of the elements that you choose for your identity. All your company need to have access and to follow this guideline.

Elements to include in visual identity

  1. Logo. Researches has shown that different  shapes can influence how people perceive your brand. For example, circular shapes are associated with: Softness, kindness, fun, freshness, friendliness and innovation. Geometric shapes are associated with: Hardness, durability, power, innovation, respect and intelligence. Your design should be clear and simple enough to be identified at lower resolution or in smaller (screen) sizes.
  2. Color. Is an emotional part of the branding. But you need to follow some rules, so you don’t go into the tricky part.
    1. Limit the palette: 1 primary color, 2 secondary colors, 3-5 complimentary colors, 2 accent colors.
    2. Keep colors appropriate. People react more positively to brands with appropriate colors. For example: Functional colors: grey, black, blue, green and social colors: Red, yellow, pink, purple.
    3. Fonts and typography. The typography also needs to be influenced by the shape and style of your logo. So here you have some rules:
      Limit your selection to 2-3 fonts.
      Size: Consider all the places where the font needs to be applied, like web, business cards etc. Studies also found out that larger font sizes can build a stronger relationship.
      Test of legibility. Type a capital “I”, next to it a small “i”, and then “1”. If you can not make the difference, then it is not the right for you.
  3. Hierarchy. To create a good brand experience you need content that’s easy to consume by creating an effective flow. Use headers, sub headers, body, picture etc.
  4. Photography. Photography is so important now, that big parts of the brand story is communicated just through images. Be sure to put some rules for do’s and  don’ts, like resolution, filters and design treatment.
  5. Illustration. Developing an illustration for the brand presentation is very unique and interesting. You need something clear that represents the brand. Don’t mix styles or over-illustrate.
  6. Iconography. Using icons is a visual shorthand to communicate. Don’t try to express your artistic skills, it’s all about clarity and understanding here. Use a simple style and don’t try to mix styles.
  7. Data visualisation. Good designs makes always data more easy to read and of course to understand. Avoid chart junks and 3D charts, they confuse viewers. Try to have the right order on charts like from biggest to smallest or in alphabetic order.
  8. Videos.  Your brand may use different ways of videos, like explainer videos, tutorials, commercials and social content. Be sure to understand and use the specifications of each type of video so you assure your customers for a better experience.
  9. Web design. Most important part of the web design nowadays is the design for mobile devices. Also consider accessibility.

Contact us when you are interested in more tips.

Brand identity examples

This time I like to have the brand identity examples from you.
What logo you like most? What is your favorite color? What kind website do you like to have?