Visual Identity – What is it and why is it important? | Augur Tech

People are easy, monkey-like creatures. 

We’ve got two eyes on the entrance of our heads that face ahead. From an evolutionary standpoint, this makes us nice hunters however it additionally implies that imaginative and prescient is considered one of our most dominant senses. 

Artwork and visible design’s function in our lives is a testomony to that. To not point out that, typically, after we’re interested in one thing, it’s as a result of we like the way it seems.

Fashionable companies and advertising and marketing understand how a lot emphasis we placed on visible identification.

In different phrases, a enterprise must ‘look good’, or on the very least, look acquainted and interesting, to be preferred.  

On this article, we’ll take a deep dive into visible identification, present you what it’s and discover just a few examples from manufacturers and don’t know.

Desk Of Contents

What’s visible identification?

A visible identification is a singular mixture of colours, shapes, fonts, and different design parts representing an organization or model. 

Visual identity – logo of Mercedes.
Mercedes brand.

It’s what makes an organization or model recognizable. It is without doubt one of the most essential points of any advertising and marketing or promoting marketing campaign. 

Bringing all these parts collectively harmoniously creates a model identification and lays the foundations for model recognition and telling a model story. 

These parts, primarily based on visible identification, can assist an organization or model stand out from the competitors, construct buyer loyalty, and successfully talk its values and message.

The significance of a visible identification

An organization’s visible identification is key, and it’s what prospects see after they consider that firm. A well-designed visible identification can successfully convey an organization’s message to its prospects, so getting it proper is vital. 

Nature Valley logo.
Nature Valley brand.


Branding helps you stand out from the group, so stand out from the group. Be distinctive, recognizable, and memorable in the best way you create your model’s visible identification. 


Ben and Jerry's ice cream packaging.
Ben & Jerry’s packaging.

Ben & Jerry’s Ice Cream seems completely different relying on the flavour, however the brand is rarely obstructed, and the black lid, blue sky, and inexperienced grass are all the time seen, making it simply identifiable on retail retailer cabinets. 


The world through which we stay right now is completely different from what it was 12 months in the past, which is considerably completely different from what it was 12 years in the past. Good manufacturers stand the check of time. 

Financial booms and busts, international pandemics, wars, and different cultural adjustments will change what’s essential to your buyer. Your model’s identification ought to be visually resilient and endure by means of its evolution fairly than fixed revolution. 


Wrigley's advertisement.
Wrigley’s advert from the1920s

This Wrigley’s commercial from the Twenties communicates the identical values and makes use of the identical motives as right now.

Wrigley's packaging today.
Wrigley’s packaging right now.


Your visible design might be elegant, intricate, and sophisticated, however the messages, values, and morals that identification stands for should be concise and to the purpose. 

For the viewer, it’s simple to grasp and shortly delivers the message with out analyzing what’s being proven. Simplifying messaging in your visible identification is important to constructing consciousness and recognition.


Mr. Fothergill's logo.
Mr. Fothergill’s brand.

Mr Fothergill’s is a UK producer and distributor of seeds, seedlings, and different out of doors and backyard merchandise. 

Rapidly you may see what the model stands for – a standard, wholesome, and comfortable backyard. 


Your visible identification must be utilized over many mediums: e mail templates, web sites, letterheads, branded packaging tape, enterprise playing cards, and even the product itself. 

No matter your visible identification is, it must be useful, versatile, and versatile sufficient to be utilized to each a part of the world the place your small business might be seen. 


Brahmaki website.
Brahmaki web site.

Brahmaki is a Swedish producer of kaftans and loungewear. Their heat branding defines their homepage and is completely echoed of their packaging design. 

Brahmaki product packaging.
Brahmaki product ackaging.


 No matter your model stands for, does your visible identification evoke the feelings of these values? The visible attraction of your model should go well with the message. 


Revolut's website.
Revolut’s web site.

Revolut does ‘all issues cash’. Banks do ‘all issues cash’ too, however they’re chilly, sterile, and sometimes overly formal. Revolut’s visible identification challenges this with coloration, simplification, and a bit character. 


A model’s visible identification also needs to be memorable. In a crowded market, particularly one for commoditized services or products, immediately recognizable and memorable parts are very important to a model standing out from the group. 


Visual identity of a brand reflected on their website.

Okay&C is a Munich-based IT outsourcing and customized software program growth firm that created a set of illustrated cartoon characters as a part of a latest re-branding from an old style, conservative B2B fashion that had little to tell apart it from the group. They now characteristic throughout the corporate’s web site and in all off-site content material advertising and marketing and are immediately recognizable, triggering the familiarity that helps a model construct belief with its viewers. 

Consistent and memorable identity build trust.

Identification: model vs visible

In case your model had been human, it might have garments on the skin and a character or soul inside. 

With this euphemism in thoughts, your model identification is the character or soul, and the visible identification is how your model clothes. 

Model identification

Model identification is taken into account the ‘soul’ of the model – it’s what makes the model tick. When your model’s services or products is stripped away, your model identification is what’s left. 

Example of brand identity.

Merely put, your model identification is your ‘why’ – your mission, targets, values, rules, morals, voice, and character.

Visible identification

Visible identification is the way you visually talk your model’s identification. No matter it could be, your model’s visible identification is expressed by means of coloration palettes, typography, patterns, fonts in your logos, and so forth. 

Samsung logo.

The weather of a visible identification

Your visible identification is the general look of your small business, together with your brand, coloration scheme, and typography. It’s how your prospects will determine you, so it’s important to place some thought into making a cohesive and enticing design.

Some parts to think about when creating your visible identification embrace:

Your brand

That is usually the very first thing folks will see, so be sure it’s easy, memorable, and reflective of your model.

Your coloration scheme 

Select just a few colours that work nicely collectively and that you just’ll use constantly throughout your entire supplies.

Your pictures

Stylized photographs, model photographs, product pictures, and way of life pictures are important in conveying your visible identification. 

Product photography.

Arguably, Person Generated Content material (UGC) can be a part of your model identification – not a lot the content material that your prospects create, however the prospects themselves are merchandise of your visible identification. 

Your typography

Select one or two fonts that you just’ll use for your entire communications. Make certain they’re simple to learn and work nicely along with your coloration scheme.

Creating a visible identification

There are a variety of things to think about when creating a visible identification for a corporation. The emblem ought to be easy, simple to recollect, and constant throughout all communications supplies.

Model identification – once more

Lean closely in your model identification when beginning to create your visible identification. Your model identification is your goal, values, targets, and morals. It ought to set a precedent for the way your model visually ‘feels’. 

Biotika makes use of its candle packaging to speak the minimalist, pure, handmade, and natural nature of merchandise and their components. 

Biotika packaging.

A tremendous instance of alignment between what the model is providing and what the client is in search of. 


The function that your goal market and perfect buyer can’t be understated right here both. It wouldn’t be acceptable to visually model a youngsters’s toy model to appear like an industrial instrument model. 

You might have an concept of who you need your audience to be, however aligning what your prospects need, the way you’ll entice and work together with them can’t be understated at first. Growing purchaser personas is vital and might be carried out through surveys and market analysis. 

Advertising and marketing companies depend on figuring out goal audiences by analyzing the competitors. In truth, naming 3-5 rivals is without doubt one of the extra widespread questions in most consumer onboarding questionnaires. 

There’s no want to repeat them, however these manufacturers are established and dwelling within the ecosystem you need to have an area in, so that they should be doing one thing proper! 

Visible identification and product concord

As simply talked about, there must be a synergy between your visible identification and your prospects – it wants to satisfy their expectations. However your visible identification additionally must be true to your product. 

For instance, a subscription field firm providing natural greens wouldn’t have a visible identification akin to Gucci. 

Such an concept, natural greens, invokes ideas of a farm, getting soiled, being in nature, well being, and diet as nature supposed. It’s these ideas and concepts that ought to impression the event of your visible identification. 

Model guides & consistency

As your small business begins to develop, you’ll in all probability have a couple of individual whose utilizing and adapting your branding and visible identification to varied mediums. Being constant is important, as any jarring experiences between, for instance, your on-line retailer and your bodily retailer gained’t assist construct your picture. 

A mode information helps reduce the possibilities of such friction.

Brand style guide.

From right picture ratios, and colours in numerous palettes, to the values you talk and the phrases you select to take action, a method information or model ebook will make sure that consistency and allow you to talk extra successfully throughout all mediums. 

Use an expert

Working with an expert designer with a reliable portfolio is important to making a compelling and memorable visible identification. A great designer will allow you to to develop a branding system that precisely represents your organization and its values.

Sustaining a visible identification

You learn earlier that timelessness is essential to visible identification. 

That’s to not say that after you’ve created your identification, you must follow it for eternity, however fairly that upkeep is healthier than rebuilding. 

Because the world through which your small business operates adjustments and your buyer’s values ebb and movement, your visible identification might want to comply with go well with. When updating your model’s identification, evolution is healthier than revolution. 

Rebranding is a strong instrument, however it’s expensive, might be dangerous, and isn’t all the time carried out with the appropriate intentions in thoughts. Upkeep within the type of tweaking your brand, modernizing coloration palettes, and adapting different visible property to new mediums is much more practical and simpler to speak. 

Good model upkeep is unrecognizable. 

Udemy logo before and after.
Udemy brand earlier than and after.

Examples of killer visible identification

You’ve learn quite a bit about visible identification, now it’s time to see some examples and skim why they’re good. 


Caterpillar logo.

Caterpillar, typically abbreviated as Cat, is a clear, daring model that will get soiled. The model produces work put on, but in addition industrial equipment. 

The black and white of the colour pallet complement the fundamental and daring typography, whereas the yellow brings within the building/constructing/industrial edge and places the model the place it desires to be. 


M0ther is a UK model that sells presents for brand new mums and mums that desire a little bit of time without work from being a mum.

M0ther company's packaging.

The model is female and trendy and depends closely on the usage of pink. These parts are tough, however M0ther manages to drag it off and attraction to their audience within the course of. 

Keep Chilly

Keep Chilly are a German attire model that creates streetwear primarily based on tattoo flash designs.

The model is loud. It makes an announcement, it isn’t afraid of being visually offensive, as a result of it is aware of that its perfect buyer desires to make an announcement with the best way they give the impression of being and gown. 


Patagonia is an outside clothes model that’s revolutionizing the sustainable vogue business. However that’s not what we’re speaking about right here.

Patagonia brand visual identity.

The model took place within the late 80s, and on nearer inspection, you may see that the branding is considerably dated to that interval. The purples and oranges, the Romanesque font. 

Nevertheless, their branding additionally works at the present time. The colours, whereas being daring, create the skyline of a mountain vary, which is the place the purchasers and customers of the model’s merchandise spend most of their time. 


Making a stable visible identification is a fancy course of, however it’s definitely worth the effort. If you happen to can set up a constant and recognizable model, your small business might be nicely on its solution to success.


Phil is a bearded Australian dwelling in Warsaw, Poland, serving to Packhelp take its packaging to the world. When he’s not writing for his weblog Expats Poland, he might be discovered hanging out in his hammock and attempting to not kill his crops.

Visual Identity – What is it and why is it important?