Visual branding is the process of creating and managing a brand's identity through visual elements like a logo, color palette, typography, imagery, and layout.
Visual branding is vital for businesses as it enhances recognition and recall among consumers.
Visual elements are often the first point of contact consumers have with a brand, and an appealing logo or striking graphics can significantly influence initial perceptions. For instance, Apple uses sleek, minimalist design in its logo and product packaging, effectively communicating a sense of innovation and premium quality. This approach helps Apple discover a unique niche that resonates with its target audience, leading to stronger engagement and loyalty.
Moreover, visual branding plays a significant role in reinforcing brand values and enhancing brand marketing efforts. Consistency in visual identity across various channels—such as websites, social media, and packaging—builds trust and reliability among consumers. For example, Nike maintains a consistent visual identity with its Swoosh logo and motivational messaging across all platforms, allowing customers to recognize the brand easily.
There are many factors that contribute to a business's memorable visual identity. Some common features include:
Knowing your audience is crucial (as ever) for choosing the right visuals. That means choosing the visuals that appear to your customers rather than you yourself, for which it is always recommended to seek a second opinion.
As successful startups often point out, ask laymen for their opinions when you are stuck. This holds true for visuals, too. Simply ask people who don’t know what your brand is about and what associations your logo invokes.
Many of the world’s biggest brands feature some of the simplest logos, yet they are nonetheless recognizable for that.
Contrary to popular belief, logos do change over time. Businesses that have been in the game long enough (did we mention Coca-Cola?) have adapted their logos to be more evergreen, but the trick is that they remain equally recognizable after the re-design and finishing touches.
Source: First Launch
It’s important to keep in mind that the internet is our main form of information distribution, so visual branding has taken on a whole new meaning. Not only will your logo be plastered on your products, but it will also be heavily featured in online marketing campaigns. Therefore, it’s worth it to make it memorable.
Simplicity makes evolution a much simpler task than is the case with complex logo designs.
2. Typography
When it comes to typography, many companies may opt for something that offers depth and is unique. However, you must be sure to balance being eye-catching without being too complicated.
One brand that shouldn’t be overlooked in this area is Marvel. It is highly specific in that it features a simple font and an easily created one-colored background. It’s precisely that simplicity that allows for additional experimentation, as illustrated below:
More complex designs are known to evolve. The trick is in keeping them recognizable. When you create an image, you are also creating its specific style. One way to do it is to do what Starbucks has done: adding slight changes over time but retaining the original shape and style.
Some brands have as many logos as there are linked associations. This is when blending various ingredients to create a unique composition style comes into play. Our favorite example is Batman, who seems to have undergone every possible transformation imaginable, melding many different styles yet remaining equally recognizable.
Memorable color patterns are crucial in developing a visual brand identity, establishing brand recognition and consistency.
Selecting a thoughtful color palette and appropriate shapes is essential, as these elements should evoke the desired emotions and resonate with your target audience.
Ultimately, the right color palette and shapes should reflect the brand’s values and personality and adapt to changing trends and audience preferences. Brands like Google exemplify this approach with their vibrant and diverse color scheme, which evolves in campaigns while maintaining core visual elements.
Source: Looka
This strategy allows Google to stay relevant and engaging while ensuring that its visuals remain recognizable and connected to its brand identity over time.
If Antonio Damasio is right, what matters when it comes to visual branding is how people feel rather than how they think about a brand. Now, there’s a whole color theory that will help you underline that one emotion you decided to invoke in your audience.
Let’s dwell a bit more on the light blue. If you think about it, you’ll recall that nearly all banks you’ve ever heard of use a light blue color scheme. Surely it’s more than just a coincidence?
We previously spoke of a color palette. Many brands choose to use the same color and with good reason. Namely, using the same color consistently strengthens brand awareness. Think about it this way: when did you last see the Facebook logo in red?
Visuals include far more than just a logo (and its variations, as we’ve learned). Think about banners, images, and videos regularly posted across your social media profiles.
In today’s digital landscape, for better or worse, social media marketing is non-negotiable if you want to expand your audience and keep them informed at all times. Navigating these endless visual requirements can be overwhelming.
You need to consider special occasions like Halloween, Thanksgiving, and other significant events and maintain a steady stream of regular updates and campaigns.
It’s also important to consider the impression your page leaves on first-time visitors. If they can’t instantly grasp your brand’s essence, no matter how visually appealing your content is, you’re missing the mark.
Source: Wall Street Journal's IG feed
Consistency is key. Every element should reinforce your brand’s identity and values, from your profile images to your banners. Each post should feel like an extension of your brand, creating a cohesive narrative your audience can easily recognize and relate to.
Finally, engagement is crucial. Visuals should not only look good but also invite interaction. Use elements that encourage likes, comments, and shares, and ensure that your content is optimized for each platform’s unique format and audience.
Although visual branding is a complex and ongoing process, it doesn’t necessarily have to be overly complicated. Many brands fall into the trap of social media by constantly publishing content on their profiles.
This is not a good approach to visual branding. Relying exclusively on one communication channel is not recommended, and quality matters. Rather than posting random content to appear active, it is better to devise a posting strategy and ensure that your social media channels only provide quality, expert content. This holds true for visuals as well as written content.
Furthermore, it is of extreme importance to be continually consistent. As discussed, colors, shapes, and typography are directly linked to your visual identity, so changing them randomly will not do. Rather, take your time to create the finest visuals in line with your visual branding strategy, making small adjustments only when absolutely necessary.
Finally, social media should be used to its full potential differently. Design banners, logos, and headers for increased online presence. Changing banners on social media pages is a great way to promote current offers.
As you can see, visual branding is an elaborate process encompassing nice graphic designs, recognizable patterns, and colors. It tells the story of your business and reminds your audience about your business promise. It stands out among the competition at all times.
Therefore, let your imagination fly free. Take time to compare different designs and color schemes until you are 100% satisfied with the result. Remember that future visuals rely on the initial choice of colors, shapes, and typography.
The first question to ask yourself is how you want your logo to affect the audience. Should it grab them by the heart with its honesty, cuteness, seriousness, or something else? Should the message be formal, funny, or something in between? Listen to your audience. Stick to your tone of voice with the visuals as you stick to consistent content. There’s no big difference between the two in this aspect.
Always consider your customers’ expectations and the competition. Both will change over time and so will your visuals.
Stay current with the latest graphic design software for your creative needs to stay on top of your visual branding game.
This article was originally published in 2020. It has been updated with new information.
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