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  • Writer's pictureT -Rex

Basic Components to complete the Visual Identity of Your Brand

So, you have a business idea, and it’s great! You also have a logo that looks awesome. It has the right colors and fonts, and it is memorable. In addition to this, it communicates exactly who you are as a brand. But do you think your visual identity is complete? If you think about it, no brand can ever be complete unless it has a complete visual identity. Your logo might look good on its own, but what about when you combine it with other elements of your visual identity? Does your logo work well with other logos or words in order to communicate your values as a brand? Or are there any areas that need improvement? Read on to find out more...

What is a visual identity and why is it important?

A visual identity is a set of visual elements that create a consistent and recognisable impression, both online and offline. It includes all the elements that are used to represent your brand’s identity, such as logos, fonts, colours, images, and other design elements. A visual identity is important for a brand because it is what people associate with your brand, both internally and externally, and can drive customer engagement and loyalty. A consistent visual identity helps customers recognise your brand from one place to another, and it also helps to create an emotional connection with the brand. Visual identity is an essential part of the branding process. For example, it is one of the first things that people notice about your business. This can make your visual identity rather important for building your brand. It can also be helpful for making a great first impression on your customers.


Logos can be thought of as the face of a company. They are the visual elements that most people associate with a brand. The best logos are memorable, yet simple, and they can also be versatile enough to be used in various marketing materials. There are many different types of logos, and some of the most common include the following. - The mark/symbol - This is a logo that is a single image or symbol. It can be used on its own, or it can be paired with text. - The word mark - A word mark is simply a logo that features the name of a company. This is often paired with a visual element like a symbol or a colour. - The word and logo mark - This is a combination of a word and a logo. A lot of brands use both elements in order to represent their company. - The crest - A crest is a logo that looks like a coat of arms, which usually features images and symbols that represent a company.


Colour can be used to create consistency and mood across different elements of your visual identity. It can also be used to draw attention to certain areas of your visual identity. For example, you might use one colour to draw attention to your logo, and another colour to draw attention to your tagline. Different colours evoke different feelings and associations in people. For this reason, you can use colours in your visual identity to convey your brand’s values, like trustworthiness, warmth, or freshness. - The colour wheel - The colour wheel is a tool that can help you pick colours for your visual identity. It offers a visual representation of different colour schemes, so you can easily identify which colours will work best together. - Colour associations - When picking colours for your visual identity, you should consider their colour associations. These are general feelings that certain colours evoke. For example, blue is commonly associated with trustworthiness and stability. - Colour psychology - Colour psychology is the study of how colour is associated with different emotions. It can be helpful when you are selecting the colours for your visual identity.


Typography is the art of letter and type design. Just like colours, typefaces can be used to create consistency across different elements of your visual identity. They can also be used to draw attention to certain elements of your visual identity. For example, using a specific typeface for your logo and tagline can help create a consistent visual identity. It can also make it easier for people to recognise your brand from one place to another. - Clean and simple fonts - Clean and simple fonts are usually the best for visual identities. They are simple enough to allow for easy reading, but they are also bold enough to stand out. - Official and trustworthy - Serif fonts are commonly associated with official and trustworthy brands. Meanwhile, sans serif fonts are often seen as modern and easy to read. - Bold and attention-grabbing - You might want to consider using bold fonts for your visual identity. They can help draw attention to certain elements of your visual identity, like your logo.


An emblem is a design or logo that features a shield, symbol, or letter that is associated with a brand. This is often paired with a tagline or slogan to reinforce the brand’s message. Elements of your visual identity that fall under the category of “emblem” include your logo and your slogan. For example, if your logo is a company name, paired with a slogan, that falls under the category of “emblem”. - Company name - The name of your company can be used as an emblem. This is usually done when the company name already has some meaning, or is easy to pronounce and spell. - Symbol - A symbol can also be used as an emblem. This might be something like a plant or animal that is associated with your brand. - Wordplay - You can also use wordplay to create an emblem for your visual identity. This can be done by creating a phrase or slogan that is easy to remember.


A tagline is a short phrase that is used to describe a brand or product. A slogan is similar, but it is usually shorter than a tagline. These elements can be used to reinforce your visual identity. They can be used on their own, or they can be paired with your logo and/or your company name. A tagline or slogan can be used to define your company and its values. It can also be used to describe your product and what it does.

Company’s Presence

The company’s visual identity can be seen in different places. It is important to maintain a certain level of consistency, while also ensuring that each visual element is unique. - Website - Your visual identity can be seen in the design of your website. It can also be seen in the fonts, colours, and images that you use on your website. - Marketing materials - Your visual identity can be seen in the materials that are used to promote your company. This can include things like your business cards, brochures, and posters. - Social media - Your visual identity can be seen on your social media channels. This includes the images that you use, as well as the design of your pages.


A visual identity is the foundation of all branding efforts. It unifies all touchpoints of a company to create a consistent and powerful visual perception among the customers. Visually branding your company is a crucial step in growing your business, and can help you to stand out from your competitors. The visual identity is made up of a vast array of different elements that all come together to create a single image. The key to creating a strong visual identity is to choose elements that go well together. When they are combined, they should create a logo that is memorable and inspiring.

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