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In order to understand Visual Branding, we need to first dive deep into what Visual Identity is..
So what exactly is “Visual Identity”?
Well, in simple terms, Visual Identity is how everyone else SEES your brand. It includes the brand’s logo, web design, colour scheme, typography, illustration style, and many more. It refers to how a brand portrays itself visually to the world around it. Visual Identity is the outward appearance of a brand. A strong visual identity makes a brand stand out from its competitors and helps it gain a significant position in the minds of the customers. Overtime it creates trust and credibility with customers. Visual Identity of a brand can either create a deep sense of bond with its customers OR put them off completely. This is why it is very crucial for brands to understand the sentiments and motivations of its clients before creating its visual identity.
So How is Visual Branding and Visual Identity different?
Though closely associated, both the terms stand for different aspects. Visual identity refers to the visual elements that brands use to create a distinct brand image such as logo, typography, theme colour, textual style, imagery, and other graphic components. It sets out a standardized LOOK that sets apart a brand and makes it appealing to the masses.
However.....
Visual branding encompasses the larger perspective of using Visual Identity as a ‘means’ to attract customers and create a credible and cohesive brand image. Thus, visual branding becomes a means to an end.
It focuses on how the visual identity is manipulated in a way to help the brand image and its image reach further and connect effectively with the audience and clients.
A logo is a unique graphic mark or a symbol specific to the brand which represents the brand itself. Logos are the most crucial elements for branding and the brand image. It is the cornerstone of building a strong and cohesive brand identity. Good Logos are made in a way so that there is easy recognition of the brand by its audience but also keeping in mind that it is distinct and unique from all of its competitors and most importantly gets the brand message and identity across to its customers with efficiency.
For instance, if we take Apple’s logo and brand imagery into account, a graphic of an apple which has been taken a bite out of, we see a very distinct, sleek, and a minimalistic concept with a simple colour palette which is easily recognizable and contributes itself to be the first step in setting Apple far above any other brand. We can even take Coca-Cola’s unique script with flowing curves for example, or Nike’s whoosh which symbolises athleticism and energy.
Now, we need to understand a few key factors when it comes to creating logos which resonate with clients and stand out.
Simple Logos are very easily recognizable and memorable by the people and are very easy to process. The easier to process it is in the minds of the audience the more likely it is to stay long with them. Simple designs are very easy to reproduce and thus can also be used and shared easily along media. It generates a sense of credibility and trustworthiness among its client base due to its outward authentic design reinforcing its originality and uniqueness.
Some of the best examples when it comes to simple designs for logos would be Google, McDonald’s, and of course our previously discussed Apple.
All of these logos have proved to pass the test of time and have come out as arguably some of the most distinguished successful brands of all time.
A great logo is one which is easily retained by the masses and is easy to recognize. Its simplicity and versatility adds to its memorability. A clear visual, a unique colour palette, and an authentic overall design blend in to make it easier for the clients to remember the particular logo. Distinctiveness and simplicity are key for a memorable logo.
It is crucial for a brand to have a logo which accurately represents brand values and vision. Most importantly, to have a logo which resonates with the target audience. A logo should encapsulate the brand’s personality and its core values. So for example, if a brand’s core values are innovation and forward thinking, the logo should ideally have a modern and inventive design. It is pivotal for a brand to understand its audience’s sentiments and interests as it acts as an incentive for them to accordingly create and modify their logos. A logo which appeals and stands out to one audience might not work for others. A vibrant and fun logo designed for children will not have the same appeal towards a financial institution which would want to convey trust and credibility.
A good logo which resonates with the brand identity and is easy to connect with is imperative for visual branding. A logo can only appeal to a pre determined target audience and by doing so it enhances its scalability in the marketplace. Visual branding is the cornerstone of mass engagement with the brand and hence, good logos which tick off all three factors of simplicity, memorability and relevance set the brand far above its other competitors. A firm understanding of target audience and customer sentiments is a game changer when it comes to designing logos which stand out!
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