Why a visual identity system is more memorable than a logo
A strong and recognizable brand can help a business be more successful, which is why creating an effective brand identity is so important. But, what goes into creating a brand identity supports your business goals, and why is branding so important?
Today, a company no longer builds its reputation solely on products or services. The image that it conveys is also seen to be a measure of its success. Before embarking on the creation of a visual identity, you must explicitly and precisely identify the strategic goals of your business: Why is it so important? Which media should I utilise? Why is having a visual identity so important?
A visual identity must fulfill three essential functions:
It is recognisable: by being simple and clear
It gives your business personality
It stands out from competitors
Branding generates new customers and enables your company to get referral business. Would it be possible for you to tell a friend about the new shoes you love if you couldn’t remember the brand?
To function properly, a company must develop its own identity, based on a unique design and well-defined graphics. All of these components make up the ‘visual identity’. Consisting of the name, logo, font, colour and signature style, the visual identity is essentially the story of a company and the values that it wishes to convey. It is essential for a brand asserting themselves through both print and online media, and is one of the fundamental pillars of the communication strategy of an organisation.