Visual Identity
Visual identity appeals to our senses. It can be exciting and colorful, or dark and discreet. It might roar in rage or whisper with passion. It fuels recognition and makes big ideas accessible.
What is visual identity?
Your brand’s visual identity is the face of your brand. It’s how you walk the walk. If you want your brand to look businesslike, you don’t wear sweatpants and smell sweaty. You want to be sporty and casual, then by all means wear those sweatpants and embrace that perspiration! Ok, it’s not mainly about your pants, but more often about your logo, colors, typography, imagery, and design language. You get the idea. A strong visual identity is meant to be purposeful, first and foremost. Your visual identity is an extension of your brand strategy (you have worked on your brand strategy, right?). It should express your unique features and values that your audience can relate to.
Why is this important?
White text logo on a red background. A fruit that’s been bitten. Three stripes on sneakers. This is why investing in visual identity is a great strategy for boosting brand recognition. Some brands don’t even need to tell you their name. Just stamping a red and orange circle next to each other is enough for 80% of people to think “Mastercard”. We are visual creatures indeed. But it’s not only about customers being able to remember your logo, but identifying what your product is, what makes you special, and why you’re the best solution to their problem.
“Identity design is not about what one likes or dislikes. It’s about what works.”
Sagi Haviv
What are the deliverables?
This depends on how extensive visual identity we’ll be doing. Here’s an example of common deliverables:
A timeless, versatile and memorable logo that fits your brand.
Typography guidelines that support your logo and message.
Color palette that differentiates you from your competition and reflects your values.
Graphic theme that illustrates your visual theme.
Brand style guide that describes the elements of your brand and ensures consistent communication.
My visual identity process
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The first contact. We get acquainted, discuss the project, timeline, and budget. If we decide we’re a good fit, I will send you a proposal.
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We’ll have a meeting, maybe a cup of tee or coffee (or beer), and discuss about your brand in depth. Things like your history, competitors, goals, desired outcomes, etc. We can also do this via Zoom, if that’s more convenient.
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Based on the discovery insights, I’ll create moodboards or stylescapes (conceptual and inspirational image collages) on the possible design directions. We’ll meet again IRL or via Zoom, and discuss the concepts. We’ll make refinements if needed, and decide which concept we move forwards with.
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I go into exile and start the design process, which involves a lot of sketching, doodling, color guides, creative chaos, and staring into the abyss (which is my color-calibrated high-end monitor). After I return and readjust to society, we meet again, and I’ll present my designs. We’ll refine the designs if needed, polish the details, and bob’s your uncle.
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I’ll deliver all the final artwork files. You will also get your very own brand style guide, which is an invaluable reference for keeping your visuals on-brand.
Interested?
Contact me below, if you’re interested in creating or upgrading your brand identity.