Any brand that appears attractive and professional must have a visual identity that attracts customers’ eyes, no company or organization can compete in the market without the appearance and visual identity that distinguishes it among competitors! The customer always looks for what attracts him and occupies his mind and distinguishes him, brands may reach millions and all are similar to each other, to the extent that there are some brands that we may find offering the same products of the same quality and the same form, what distinguishes them only in the form of product packaging!
This is what has prompted many companies, institutions, and brands to look for a way to design a professional visual identity to distinguish them from their competitors and attract more customers, in the following article Ocoda will help you know what the visual identity of brands are and what their elements are, and how you can design a professional visual identity, so don’t miss out on this special article!
Article elements:
- What is visual identity?
- What are the elements of visual identity?
- How to build a visual identity for brands?
First: what is visual identity?
Let’s imagine together that we have two cans of soft drink without any logos, words, or even colors, and we told a customer to differentiate them or distinguish their brand, do you think the customer will be able to tell the difference? Or even be able to determine what that brand is! Of course, he won’t be able to do so, in fact, the visual identity of any brand is what distinguishes it among its competitors, but it is a key factor for the customer to prefer that brand. In the previous example of soft drinks, if we put in front of the customer a can of soft drink in red and another soft drink box in blue, the customer will automatically distinguish that the red drink can is for Coca-Cola and that the blue drink can belong to Pepsi, simply the customer succeeded in distinguishing between different brands with the help of the distinctive visual identity of these companies.
Visual identity is the visible elements and components that help to distinguish the brand or trademark. Through a range of colors, lines, words, and other elements, a visual identity that represents the visual presence of a brand can be built. The market is filled with hundreds or even thousands of similar products and services. If not every brand or company differentiates its products or services, the customer will be confused and will not be able to favor all those products or services.
Second: What are the elements of visual identity?
Each identity has a set of items or components that make up the identity of any brand, and we will remind you of the most important elements in the following points:
The first element: logo:
It is one of the most important components of visual identity that gives a special and unique character to the brands, through logo customers will remember and prefer the brand, it is one of the strongest elements that help distinguish any company or organization, through logo helps to increase customer preference and confidence in the brand, and through it can improve the promotion of products and services of any brand, where we find that there are many types of visual logos such as literal logo, mix logo, The logo of Arabic calligraphy, the logo of drawing, the abstract logo, the logo of the characters, the logo of the collection and other types of logos that are chosen according to the objectives and vision of each company, and according to the audience of each brand and the state of the market and competitors.
The second element: the verbal logo or the slogan:
A verbal logo or a slogan is a set of words that express the purpose, ambition, or idea of any brand, a verbal slogan that represents the value the brand offers to the public in products and services, so the words must be expressive, simple and clear and most importantly the verbal logo is striking.
The third element: Colors of visual identity:
The colors of visual identity are one of the most important elements to be taken care of and the stages of their choice, each color expresses an order or value to the customer, so most companies or brands depend on the choice of colors that embody their vision and objectives.
Third: How to build a visual identity for brands?
When you want to design a professional visual identity, you need to identify some of the basics or outlines that will show you what your brand will look like, how your visual identity will shape, and we can mention the most important factors by which your visual identity is determined:
1- Determine the type of your project:
By determining the type of project or the purpose of your brand you will be able to determine what your brand form will be. If given as an example that your project type is a dental clinic, where we can define the shape of the optical logo to be symbolic and include elements that express dental clinics such as toothbrushes or dental tools, and will help us identify the colors used in favor of the use of white colors and shades of blue, and we will be able to determine the verbal logo how it will be because we will aim to express health or Sterilization, unlike if your project type is a tourism company or travel bookings, here we can design a logo that includes the shape of an aircraft or a globe and so on, and we will rely on cheerful and happy colors such as yellow.
2- Determine the type of your audience:
When designing the visual identity of your brand, you need to know who your audience is, what its characteristics are, such as age, gender, social, cultural, and educational level, and all its demographic characteristics, where it exists, and what its customs and traditions are. For example, if your project is a cosmetics store, here your audience will be young women, and after you select the rest of the audience’s characteristics, you will be able to determine the shape of your brand, the logo can have a form of cosmetics, or it will include a symbol for women, colors and soft lines will be used as pink colors, and the verbal logo can be a reflection of the beauty and power of women at the same time.
3- Determining the quality of the product/service:
To design a visual identity suitable for your brand, you have to determine what quality of your products or services you offer to your audience, you will be able to identify the strengths and weaknesses of your products or services, so you will be able to show your strengths during the design of your visual identity, for example, if you are offering a slimming product, in which case you will show strengths in your product, for example, your verbal logo will express health, agility, and beauty, as well as depend on colors. White and green, which mostly express sports, health, etc., you’ll be able to shape your visual logo by using a drawing of a pretty or thin body, and the shape of the scale, and other symbols that can be used to show the power of your product.
These are some of the essential elements that will help you design a unique visual identity for your brand, so you can compete strongly and catch the eyes and minds of your customers in your distinctive and innovative form, so if you want a professional and modern visual identity, Ocoda is the best visual and commercial identity design company for companies and brands in Saudi Arabia and the Middle East ready to work with a skilled team and expert of leading creative designers, feel free to contact us now.
