Visual Identity – What is it and why is it important?

Humans are easy, monkey-like creatures. 

We have two eyes on the entrance of our heads that face ahead. From an evolutionary viewpoint, this makes us nice hunters however it additionally signifies that imaginative and prescient is certainly one of our most dominant senses. 

Art and visible design’s function in our lives is a testomony to that. Not to say that, generally, once we’re drawn to one thing, it’s as a result of we like how it seems to be.

Modern companies and advertising and marketing know the way a lot emphasis we placed on visible identification.

In different phrases, a enterprise must ‘look nice’, or on the very least, look acquainted and interesting, to be appreciated.  

In this text, we’ll take a deep dive into visible identification, present you what it is and discover a couple of examples from manufacturers you recognize and don’t know.

Table Of Contents

What is visible identification?

A visible identification is a novel mixture of colours, shapes, fonts, and different design parts representing an organization or model. 

Visual identity – logo of Mercedes.Mercedes emblem.

It’s what makes an organization or model recognizable. It is one of the necessary facets of any advertising and marketing or promoting marketing campaign. 

Bringing all these parts collectively harmoniously creates a model identification and lays the foundations for model recognition and telling a brand story

These parts, based mostly on visible identification, will help an organization or model stand out from the competitors, construct buyer loyalty, and successfully talk its values and message.

The significance of a visible identification

An organization’s visible identification is basic, and it is what clients see once they consider that firm. A well-designed visible identification can successfully convey an organization’s message to its clients, so getting it proper is vital. 

Nature Valley logo.Nature Valley emblem.


Branding helps you stand out from the crowd, so stand out from the group. Be distinctive, recognizable, and memorable in the best way you create your model’s visible identification. 


Ben and Jerry's ice cream packaging.Ben & Jerry’s packaging.

Ben & Jerry’s Ice Cream seems to be totally different relying on the flavour, however the emblem is by no means obstructed, and the black lid, blue sky, and inexperienced grass are at all times seen, making it simply identifiable on retail retailer cabinets. 


The world by which we reside at this time is totally different from what it was 12 months in the past, which is considerably totally different from what it was 12 years in the past. Good manufacturers stand the take a look at of time. 

Economic booms and busts, world pandemics, wars, and different cultural adjustments will change what’s necessary to your buyer. Your model’s identification ought to be visually resilient and endure via its evolution slightly than fixed revolution. 


Wrigley's advertisement.Wrigley’s advert from the1920s

This Wrigley’s commercial from the Nineteen Twenties communicates the identical values and makes use of the identical motives as at this time.

Wrigley's packaging today.Wrigley’s packaging at this time.


Your visible design will be elegant, intricate, and advanced, however the messages, values, and morals that identification stands for have to be concise and to the purpose. 

For the viewer, it’s simple to know and rapidly delivers the message with out analyzing what’s being proven. Simplifying messaging in your visible identification is very important to building awareness and recognition.


Mr. Fothergill's logo.Mr. Fothergill’s emblem.

Mr Fothergill’s is a UK producer and distributor of seeds, seedlings, and different outside and backyard merchandise. 

Quickly you may see what the model stands for – a conventional, wholesome, and blissful backyard. 


Your visible identification needs to be utilized over many mediums: electronic mail templates, web sites, letterheads, branded packaging tape, enterprise playing cards, and even the product itself. 

Whatever your visible identification is, it must be useful, versatile, and versatile sufficient to be utilized to each a part of the world the place your small business will likely be seen. 


Brahmaki website.Brahmaki web site.

Brahmaki is a Swedish producer of kaftans and loungewear. Their heat branding defines their homepage and is completely echoed of their packaging design. 

Brahmaki product packaging.Brahmaki product ackaging.


 Whatever your model stands for, does your visible identification evoke the feelings of these values? The visible attraction of your model should swimsuit the message. 


Revolut's website.Revolut’s web site.

Revolut does ‘all things money’. Banks do ‘all things money’ too, however they’re chilly, sterile, and usually overly formal. Revolut’s visible identification challenges this with shade, simplification, and a bit of character. 


A model’s visible identification also needs to be memorable. In a crowded market, particularly one for commoditized services or products, immediately recognizable and memorable parts are very important to a model standing out from the group. 


Visual identity of a brand reflected on their website.

Okay&C is a Munich-based IT outsourcing and customized software program improvement firm that created a set of illustrated cartoon characters as a part of a current re-branding from an old school, conservative B2B fashion that had little to tell apart it from the group. They now characteristic throughout the corporate’s web site and in all off-site content material advertising and marketing and are immediately recognizable, triggering the familiarity that helps a model construct belief with its viewers. 

Consistent and memorable identity build trust.

Identity: model vs visible

If your model have been human, it would have garments on the surface and a character or soul inside. 

With this euphemism in thoughts, your model identification is the character or soul, and the visible identification is how your model clothes. 

Brand identification

Brand identification is thought of the ‘soul’ of the model – it’s what makes the model tick. When your model’s services or products is stripped away, your model identification is what’s left. 

Example of brand identity.

Simply put, your model identification is your ‘why’ – your mission, objectives, values, ideas, morals, voice, and character.

Visual identification

Visual identification is the way you visually talk your model’s identification. Whatever it could also be, your model’s visible identification is expressed via shade palettes, typography, patterns, fonts in your logos, and so on. 

Samsung logo.

The parts of a visible identification

Your visible identification is the general look of your small business, together with your emblem, shade scheme, and typography. It’s how your clients will establish you, so it’s important to place some thought into making a cohesive and enticing design.

Some parts to think about when creating your visible identification embrace:

Your emblem

This is usually the very first thing individuals will see, so make certain it’s easy, memorable, and reflective of your model.

Your shade scheme 

Choose a couple of colours that work nicely collectively and that you just’ll use persistently throughout your whole supplies.

Your images

Stylized pictures, model photographs, product images, and life-style images are important in conveying your visible identification. 

Product photography.

Arguably, User Generated Content (UGC) is additionally a part of your model identification – not a lot the content material that your clients create, however the clients themselves are merchandise of your visible identification. 

Your typography

Choose one or two fonts that you just’ll use for your whole communications. Make positive they’re simple to learn and work nicely together with your shade scheme.

Creating a visible identification

There are quite a few elements to think about when creating a visible identification for a corporation. The emblem ought to be easy, simple to recollect, and constant throughout all communications supplies.

Brand identification – once more

Lean closely in your model identification when beginning to create your visible identification. Your model identification is your function, values, objectives, and morals. It ought to set a precedent for a way your model visually ‘feels’. 

Biotika makes use of its candle packaging to speak the minimalist, pure, handmade, and natural nature of merchandise and their elements. 

Biotika packaging.

A fantastic instance of alignment between what the model is providing and what the client is on the lookout for. 


The function that your goal market and ultimate buyer can’t be understated right here both. It wouldn’t be applicable to visually model a kids’s toy model to appear to be an industrial instrument model. 

You could have an thought of who you need your target market to be, however aligning what your clients need, the way you’ll appeal to and work together with them can’t be understated at first. Developing purchaser personas is vital and will be executed through surveys and market analysis. 

Marketing companies depend on figuring out goal audiences by analyzing the competitors. In reality, naming 3-5 rivals is one of many extra frequent questions in most consumer onboarding questionnaires. 

There’s no want to repeat them, however these manufacturers are established and residing within the ecosystem you need to have an area in, in order that they have to be doing one thing proper! 

Visual identification and product concord

As simply talked about, there must be a synergy between your visible identification and your clients – it wants to fulfill their expectations. But your visible identification additionally must be true to your product. 

For instance, a subscription field firm providing natural greens wouldn’t have a visible identification akin to Gucci. 

Such an thought, natural greens, invokes ideas of a farm, getting soiled, being in nature, well being, and vitamin as nature supposed. It’s these ideas and concepts that ought to impression the event of your visible identification. 

Style guides & consistency

As your small business begins to develop, you’ll most likely have a couple of individual whose utilizing and adapting your branding and visible identification to numerous mediums. Being constant is important, as any jarring experiences between, for instance, your on-line retailer and your bodily retailer received’t assist construct your picture. 

A style guide helps decrease the probabilities of such friction.

Brand style guide.

From right picture ratios, and colours in varied palettes, to the values you talk and the phrases you select to take action, a method information or model e book will be sure that consistency and aid you talk extra successfully throughout all mediums. 

Use knowledgeable

Working with knowledgeable designer with a reliable portfolio is very important to making a compelling and memorable visible identification. An excellent designer will aid you to develop a branding system that precisely represents your organization and its values.

Maintaining a visible identification

You learn earlier that timelessness is necessary to visible identification. 

That’s to not say that when you’ve created your identification, it’s important to stick with it for eternity, however slightly that upkeep is higher than rebuilding. 

As the world by which your small business operates adjustments and your buyer’s values ebb and move, your visible identification might want to observe swimsuit. When updating your model’s identification, evolution is higher than revolution. 

Rebranding is a powerful tool, however it’s pricey, will be dangerous, and isn’t at all times executed with the suitable intentions in thoughts. Maintenance within the type of tweaking your emblem, modernizing shade palettes, and adapting different visible belongings to new mediums is far simpler and simpler to speak. 

Good model upkeep is unrecognizable. 

Udemy logo before and after.Udemy emblem earlier than and after.

Examples of killer visible identification

You’ve learn loads about visible identification, now it’s time to see some examples and learn why they’re good. 


Caterpillar logo.

Caterpillar, typically abbreviated as Cat, is a clear, daring model that will get soiled. The model produces work put on, but additionally industrial equipment. 

The black and white of the colour pallet complement the fundamental and daring typography, whereas the yellow brings within the building/constructing/industrial edge and places the model the place it desires to be. 


M0ther is a UK model that sells items for brand spanking new mums and mums that need a little bit of day without work from being a mum.

M0ther company's packaging.

The model is female and fashionable and depends closely on the usage of pink. These parts are difficult, however M0ther manages to tug it off and attraction to their target market within the course of. 

Stay Cold

Stay Cold are a German attire model that creates streetwear based mostly on tattoo flash designs.

The model is loud. It makes a press release, it isn’t afraid of being visually offensive, as a result of it is aware of that its ultimate buyer desires to make a press release with the best way they give the impression of being and costume. 


Patagonia is an outside clothes model that’s revolutionizing the sustainable vogue trade. But that’s not what we’re speaking about right here.

Patagonia brand visual identity.

The model took place within the late 80s, and on nearer inspection, you may see that the branding is considerably dated to that interval. The purples and oranges, the Romanesque font. 

However, their branding additionally works on this day and age. The colours, whereas being daring, create the skyline of a mountain vary, which is the place the shoppers and customers of the model’s merchandise spend most of their time. 


Creating a strong visible identification is a posh course of, however it’s well worth the effort. If you may set up a constant and recognizable model, your small business will likely be nicely on its solution to success.


Phil is a bearded Australian residing in Warsaw, Poland, serving to Packhelp take its packaging to the world. When he’s not writing for his weblog Expats Poland, he will be discovered hanging out in his hammock and making an attempt to not kill his crops.