What is Visual Identity and Why It’s Important For Brands


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Humans can see. People are visual creatures. Sharing, creating, and consuming visual content via social media channels is now easier than ever. 

It is not surprising that brands require a strong visual identity. Paul Rand was an iconic artist, director, and graphic designer. He once said that design is your silent ambassador. Each visual element of your brand should be considered from how you design it to the color choices that you make.

This is a discussion about visual identity and its importance.

What’s visual identity?

A visual identity is a set of elements that are used to identify a brand. This consolidates all branding assets into a single cohesive look.

Your brand identity is your foundation. It is also described in your style guide. Your brand promise and core values are reinforced through visual identity. This is achieved by consistent, strategic visuals.

Over time, customers will associate your brand with emotional reactions. Visual cues are often used to trigger these reactions.

What’s a strong visual identity?

  • Are your visual elements suitable for your target audience? Every visual design you associate with your brand must be appropriate for the purpose, person, or situation.
  • Differentiate – Make sure your visual identity is distinct from all the rest. Will customers remember it?
  • A simple design is good. Simple designs make it easy for customers and internal designers to understand. 
  • Timeless: A visual identity must be timeless. They should be adaptable and flexible, but they must also evolve with the brand.
  • Functional: Can the design be reproduced on all media? These visual assets should form part of your visual identity. 

There’s a big difference between brand identity and visual identity

Brands are living entities. Brands are living, breathing entities.      

Each framework creates a unique identity. Both can be combined to reach the same goal: creating a brand.

A visual identity is composed of elements

Each component of branding creates a cohesive identity. 

Your logo is a symbol that identifies your brand. It can use colors, shapes, typography, and sometimes even a tagline. It should represent your brand holistically and inspire positive emotions.

A wordmark logo that includes a company name is a great choice for brands that want to make their brand stand out. This locks all of your logo elements and allows you to adapt them to different contexts.

Brand colors

The brand colors you choose will shape your visual identity. Understanding the psychology behind color and the emotions associated with certain shades will help you create a creative process.

Use colors that are both appropriate and functional. Consider the copy on your website and any printed materials to see how the colors will look. 


There is no single way to choose the right typography for your brand. Typography is the art of giving human speech a lasting visual form. “

Typography is key to setting the tone and setting mood, as well as cultivating brand awareness.

Good brand typography should include

  • Readable
  • Enduring
  • Multifunctional
  • Functional
  • Communicative


Brand photography is akin to the old saying, “A picture is worth 1000 words”. It is a chance for you to tell your brand’s story through images and videos.

When choosing images for your website and social media, you should consider style and composition. This will help you create a cohesive brand by making your content visually consistent.

You can express yourself through photography and customers will feel more connected to your brand. Show that you have many models.

You should include the following images when creating brand photography:

  • Headshots of internal employees
  • Lifestyle/portfolio images
  • Photos/Videos of Product
  • Photos shared via social media
  • Stock photos/videos

Icons, graphics, and illustrations

These visual elements add style to your brand. The way you present content in marketing materials and training documents can be influenced by your graphics. 

Hand-drawn illustrations are a great way to add personality and sense to your brand. 

What’s the value of a visual brand identity for your business?

Your brand’s visual identity is what makes people remember you. 


Brand differentiation can be achieved by creating a distinct visual identity that is easily identified. A coherent brand identity will help you stand out in your market and front of your customers.

Boxed Water is one example.


Your brand will appeal to your target audience and be easy to understand. This will allow them to relate to your brand.

Your visual identity is an expression of your brand. This will make you and your customers feel closer.


Consistency is key in branding. Consistency is important in branding.

A strong visual identity is crucial for brand growth. Customers who couldn’t recognize the packaging were dissatisfied.


Customers will be loyal to brands they know and trust.

How do you create a strong visual identity

  1. Make your brand identity
  2. Know your audience
  3. Find out more about your brand purpose
  4. Adapt your assets
  5. Stay consistent

1. Use your brand identity 

A brand strategy clearly defined will enable you to build a brand identity that reflects your values, goals, and purpose. 

LNDR is an apparel brand that focuses on athleisure. LNDR is an athleisure clothing brand.

2. Know your audience

When you are getting ready to go to a party, it is important to consider the occasion. 

The same applies to designing your visual identity. 

To get a better understanding of your target audience and make it feel comfortable, you need to create buyer personas. This will allow you to make the best choices regarding your visual identity. 

3. Understanding your brand purpose

Your business’s purpose will influence your branding decisions. Real, for example, is changing the way people think about mental health. “

The blue color scheme of Real, which is associated with calmness, serenity, and calmness, is a key component of the brand’s visual identity.

4. You can adapt your assets

To optimize your visual identity, it is important to understand the differences between each medium. This will allow you to design better and communicate better.

Different designers may work on different assets. Different designers may work on different assets.

Paying attention to your customers’ habits and behaviors will help you build a stronger visual identity.

5. Be consistent

It is crucial to maintain two-fold consistency in your visual identity. This ensures that branding collateral is consistent and serves a purpose.

It resonates with consumers and other stakeholders. Brands can and should expand and gain momentum.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.