The world revolves around visual beauty. That is the brutal truth. It takes a matter of a few seconds to make a visual brand impression. Audiences are receptive to visual imagery, and they give notice to only the visuals that can arrest their attention. To convey coherent communication with your audience, you need to focus on five key elements that can visually determine your brand identity. These visual elements have to amalgamate swimmingly to construct a balanced visual language.
1. Brand Mark: Descriptor of Your Brand
The moment you see a swoosh on the billboard, you immediately recognize the Nike brand. When you view a commercial that showcases a red target, you instantly know it is a Target commercial. This is how much power a brand mark has on your brand. The brand mark is another name for a logo.
A brand mark displays the very identity of your brand in a simplistic form. It should have an immediate and practical effect on your audience’s minds the second they view your brand. The trick is to cater to the emotional side of the audience as opposed to their rational side. You can leave the rational aspect of typography. People are receptive to emotional appeal.
Aesthetic beauty is what drives their attention. That said, as simple as they are, it requires long term strategy and brainstorming to design a logo for yourself. It not only has to be designed but also revised and refined throughout the designing process. It should be noted that a brand mark is not just a mere component of your visual identity. It is the very originator of your brand. A package that breathes life into it.
2. Color Palette
Have you ever wondered why competing teams wear different colored outfits? Have you ever questioned why men wear a suit for an interview related to a financial job?
The reason is that the colors of these clothing lines speak volumes. The same goes for the colors displayed on your brand. Colors can distinguish you from other brands or your competitors. It will introduce your brand identity visually to your audience. The colors that you showcase on your brand are meant to trigger a response from your target demographic. It has to have a recognizable factor attached to it.
The correct choice of colors or your brand palette needs to have the ability to evoke different emotions from your audience. When you choose your color palette, ensure that they have a cultural aspect to them in a sense, they connect with your audience’s needs. The same is the case for your website brochures and online social media presence.
The visual tone and voice of your brand will be embodied by the typography you use. Typography represents the style and shape of your branding text. There is a myriad of font choices you can choose from. You can experiment with different kinds of fonts and narrow them down to which one best depicts the essence of your brand identity. You can choose classical fonts or fonts that are trendy; it is entirely up to you. However, your fonts must signify the attributes of your brand. Unifying with the color palette and typography, you can determine which font is best suited to be implemented. This will perfect your brand identity and add a layer of consistency to it.
It’s important to mention that you must never combine different fonts into your brand. It will only make your brand identity look messy and convoluted. It will only serve to damage your brand identity. Always go for a few or one type of font available.
An image can express a thousand words when selected cautiously for your brand. It is imperative that the images you choose for your brand complement and align with your brand identity elements. They need to exude a lively look and feel from your audience. If you have opted for a homely brand, then your illustrations need to showcase the same. Never pick imagery that has no meaning or connection with your brand identity. That will only serve as a costly error.
When you are going through the imagery and illustrations best suited for your brand, always ensure that it has a consistent outlook and style for your brand’s identity. Also, observe if the mages complement the elements of your other brand elements.
When you collect your images, narrow them down carefully, and set aside the ones that are not aligned with your brand’s spirit. You can choose stock photos for yourself, which are affordable and convenient. The catch is that even your competitors have access to them. You should opt for custom illustrations instead of confirming the originality of your visual brand identity.
5. Graphic Elements
The usage of graphic elements consists of chart styles, infographics, icons, and color blocks. These elements are meant to create a system for your brand that displays your brand’s polished nature.
You can fit them in your brand, depending on your images’ size and the amount of white space. It should be fitted in areas where they can be visible to the audience when they draw their eyes to other areas of your page. Select a few conventional graphic elements to represent your brand. They need to have a flexible component to them to embed it with a variety of layouts.
These visual brand identity fundamentals need to combine and work together efficiently; otherwise, it will fall apart. Proceeding with constructing with your visual brand identity on your own can be a taxing and risky endeavor, which is why it is better to secure an on demand graphic design agency for support. They have all the tools, information, and elements at their disposal to construct and structure your brand with convenience.