A company’s visual identity
How to identify it and choose it
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Choosing your company’s visual identity
A strong identity is recognizable and is the foundation of any successful business. But what makes a visual identity a recognizable, effective, and profitable element? A true foundational element for a company, visual identity is absolutely crucial and its development must be carefully thought out.
Applying all the moral and commercial values of a brand to visual media – whether tangible or intangible – to clearly identify, differentiate, and promote a company. A brand’s identity is far more than a simple set of recognizable and transferable elements. It is a unique symbol that transcends media to leave a lasting imprint in the observer’s mind.
Why is a company’s identity important?
- Differentiation. First of all, logically, it makes it possible to differentiate companies from one another. Essential for positioning yourself correctly in the market and reaching the target customers.
- The mind. since a company remains an entity for the most part a moral one, its visuals will be the true business card, the company’s personality. This will be intended to elicit feelings in the people who come into contact with it.
- Identification. A successful visual identity makes it possible to distinguish a brand among others and to establish a striking connection with the consumer. a recurring and clearly identifiable brand in the customer’s eyes will integrate better into their memory. the idea here is to artistically describe the company’s raison d’être by directly appealing to the observer’s emotions while avoiding long text. Let’s take the Ryanair example. The very bright colors chosen by the airline for its visual identity allow it to have a very broad impact at a lower cost.
Brand colors
Numerous psychological studies have shown that colors have an important and differentiated impact depending on which ones are chosen. A company’s visual identity will often include a dominant color and a secondary color.
- Blue tends to evoke trust. It is indeed often found in the visual identity of banks, for example.
- Yellow and red rather express activity, movement, intensity. These colors are preferred by companies organizing sporting events, for example.
- White rather evokes wisdom
Typography
the typography of the company’s visual identity will also have a significant psychological impact on the customer. Lettering is a very powerful tool to which marketing professionals pay special attention when choosing the brand’s identity. So-called «Serif» typefaces (in which the letters have a «pointy end») were widely used in the early days of the Internet and web design because they were considered sophisticated. However, they were gradually discarded in favor of «Sans Serif.» By making a small change to the typeface of its logo, Google caused a small earthquake on the web and in the world of web design in the early 2010s. Less aggressive and more readable, the sans-serif typeface is much more used in companies’ visual identity nowadays.
The trend
The early days of Web Design and the Internet generally pushed communication agencies to create complex logos and visual identities, as if they had to prove their ability to make very elaborate visuals, often filled with special characters, shadows, and reliefs. In recent years the trend has reversed. Brands’ visual identity has increasingly turned toward simple, clean, minimalist shapes without superfluous elements.
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