Why Visual Identity Is Important for a Strong Brand

  • Oct 26, 2021

When we are deciding to buy a product, especially during online shopping, the main thing that catches our eye is its aesthetics and visual identity. Nothing will draw us in quite like a product that immediately stands out and pops with flair. The way something looks hugely determines what our first impression will be. Simply put, if the product does not look the part, it will have a hard time selling, regardless of how well it performs. In this article, we are going to discuss why visual identity is important for a strong brand.

What does a brand represent, and how?

If you were to ask marketing experts around the world what they mean when they say “brand,” you would get many different answers. Smoe marketers will tie their definition to a product and the criteria it needs to meet to represent the company properly. However, most will give you a broader answer that encompasses the entire company and everything that stems from it.

White cardboard coffee cup with a green logo on a wooden table.

Can you identify the company just from the packaging they use to deliver their product?


A brand helps people identify a company, product, or person. Although you can place brands on products, they are, for the most part, intangible and can’t be interacted with. However, they still affect people’s perceptions of companies and their products. To stand out and for people to notice them, brands often use visual identifying markers. Brands are a company’s most valuable assets. That’s why visual identity is important for a strong brand and why you should work hard to create one.

What is the visual identity of a brand?

Visual identity represents all the visual information contained in the graphical solutions that a company uses. It includes everything that customers can see, from the product they are purchasing to the online storefront they are using to place their order.

The main elements of a brand’s visual identity are:

1. The graphics:

  • Visual assets consisting of pictures and images that are purposefully drawn or designed to be used in the company’s branding. Companies can also feature photographs that are sometimes edited to better fit the rest of the imagery being used.
  • The distinct ways that shapes and patterns are interwoven to create a memorable visual representation. Simple shapes can be used to draw the eye to specific portions of an image or to highlight key details.
  • The overall color palette and the way it sets the tone. There is a meaning behind every color, therefore choosing the right one can affect both your brand and its marketing.

Designer working on a logo for a strong brand.

Designers need to work hard to nail the perfect style for your brand.


2. Typography

  • The choice of the typeface, size, color, and position. Different fonts will carry intrinsic meaning, even before people read what is contained in the text. The same message doesn’t sound the same when you write it in Comic Sans and in Times New Roman.
  • How legible or stylized the letters are. A bit of creative freedom is acceptable. However, if you push the stylization too far, people might have no idea what you were trying to spell out.

3. The physical aspects of the brand

  • You will need to consider a few things if your visuals will be appearing on any physical assets. Not everything is going to carry over perfectly. Hire a graphical artist to tweak and redesign the assets you already have. To fit the product and its shape, you might need to distort or simplify the logo and other visual elements.
  • Positioning. How prominent or subtle do you want the visuals to be?
  • Materials used. Your choice of materials can affect what can be done; for example, will your assets be printed, stitched, molded, or glued. All of these require specific techniques and favor different designs.

Places where visual identity is important for a strong brand:

1. Logo

The logo of your company should be instantly recognizable. Ensure it works well in all sizes. Can you tell what it is when it’s scaled down to a keychain as well as when it is printed on a large billboard? Refrain from using too much text in the logo. If you still want to place a few essential words, you should design a different version without text.

2. Website

When people arrive at your landing page, you want them to feel like they have come to the right place. Have a website that represents your brand and one which you can be proud of. The website should remain consistent in your choice of color, font, and overall aesthetic features.

3. Products

Your products need to have a strong enough visual identity that customers can recognize them in places other than your website. If your brand can be identified by your products, you can use them to boost brand loyalty.

Person browsing online store while shopping for popular brands.

Your products should be instantly recognizable by their visual identity, even on small pictures.


The traits of a strong visual identity

A well-defined visual identity can do wonders for a brand. That’s why so many companies invest heavily in their visual solutions. You’ve probably noticed that most of the largest brands redesign their logo when they need to reinvent themselves and choose a new direction for the company. Here are the traits of a good visual identity and why it matters so much:

  • Creates an emotional expression, which immediately resonates with your audience.
  • Simplicity. Overly complex designs are hard to remember, but we are sure you could draw the Nike logo from memory.
  • Uniqueness. Brands with a clearly defined visual identity have no trouble standing out from the crowd.
  • Informs viewers. It carries your message and tells your story in a nutshell.
  • Represents your company’s values. Your choice of aesthetic can impart a sense of professionalism with a sleek and strong image, consisting of boldly defined lines and sharp edges. On the other hand, you can pick a more comforting design with curved shapes and soft colors which relax the eye.
  • Consistency. Bring together all of the aspects of your brand under a singular appealing design.

In conclusion

Visuals are the fastest and most effective way to engage with an audience and build recognition for your brand. In this article, we covered the most important visual elements and why visual identity is vital for a strong brand. If you are planning any marketing campaign, it may be time to go back to the drawing board and get your company’s visuals in top shape.


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