It’s not just about what you say to your customers but also how you look which can make all the difference. Ensuring your visual identity is well-defined and brand-reflective is a very good starting point.
Visual Identity Design encompasses every single visual aspect of your brand. This obviously includes the OG, your logo. But a brand is much more than a logo; what about your brand colours, fonts or types of photographs you use? All these aspects are essentially the building blocks of your customer-facing assets. These customer-facing assets are also known as “touch points”, which can be described as any element that facilitates an engagement between a brand and a customer. This includes your packaging, point-of sale, brochureware, corporate stationery, activation and event collateral, your website, social media content and your advertising.
Getting your visual identity design well defined is key. If your website looks different to your advertising which looks different to your packaging which looks almost like your business stationery, customers will naturally take a step back. They will consciously or unconsciously realise that something is a bit off and they won’t have the confidence that you’ll deliver. At best, they’ll interpret your brand as new or small as smaller brands can be forgiven for looking a little disparate. Ensuring every touch point is well considered, consistent and looks professional, is a game changer for any brand, big or small, new or old. You’ll be “punching above your weight” in no time. The large global corporate brands know how important this principle is and invest millions of rands each year into maintaining their visual identity design.
For brands looking to improve their visual identity, Brandright will facilitate a 1-hour Visual Identity workshop with you and your team to discuss your requirements and explore initial ideas. We’ll incorporate your brand strategy into the process, whether Brandright developed this brand strategy or not. Ensuring your visual identity reflects your brand strategy is paramount as you only have one customer-facing brand after all. Based on the workshop output as well as some supporting category and competitor research, we will design a number of strategically reflective and objective logo options for you to choose from. Each design will interpret the brand strategy in a slightly different way, offering a collection of pro’s and con’s for each option, giving you choice and lots to consider. As objective as we try to make the process, there’s no way in denying that at its heart, design is subjective. And what you instinctively like, counts!
Once you have approved your logo design, we will package the final logo in various formats and sizes to use as and when required. However, as mentioned, your logo only makes up one portion of your visual identity design. Next, Brandright will develop a comprehensive Brand Style Guide in which we will define the overall look of your brand. This important strategic document will showcase how to implement your correct logo usage (and incorrect logo usage), icon usage, colour palette and colour ratio, typography or fonts, use of imagery, photography, illustration and iconography, and general design style. We’ll also include some practical application examples to bring your visual identity to life.
This guide will influence all internal and customer-facing design and communication. As we start applying the style guide to develop touch point elements, these designs will be incorporated back into the style guide. Think of this guide as a living, breathing document, both displaying real life historic application examples as well as informing future work. All-in-all, this is the document every designer working on your brand will use to ensure your brand always looks its best.
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