Elements of corporate identity - your hallmark

The system or individual elements of visual identification are concepts in the field of utility graphics. They consist of many elements that must harmonize with each other. They require many years of experience from whoever designs the concept. And yet, business owners often do not even know that they would be useful in business. 

Why is visual identification so important? It has been proven that we remember only a few percent of the information we hear, while the picture says more than a thousand words. If it is accompanied by convincing colors and a skilfully selected font, the whole thing becomes even more effective. Get to know all the most important elements of visual identification. 

What is visual identification?  

The visual identification consists of colors, shapes and even lines. Added to this are logos, graphics and photos. But also job items, i.e. company stationery, business cards and office gadgets. Elements of visual identification should be included in advertising and marketing materials. The new elements can also be used to design packaging, boxes or wrapping paper. They can be used in the presentation of the offer, on the website and in social media. Hardly anyone realizes that the most popular social media channels have their own predefined color palette. It is to her that the selection of photography fits.

The individual elements of visual identification are consistent. It does not matter, however, whether it will be related to the color scheme, theme or texture - it depends on the graphic artist's decision and his vision of identification. Everything is included in the brand book and the so-called brand book.

The brand book and the brand book define the rules for the use of lettering and logos, acceptable variants, and colors. As important as the examples of the use of characters or names, there are also examples of how not to use them. This protects to a large extent against freedom in modifying colors, applying new patterns or adding passwords. It also specifies the minimum size of characters to ensure legibility, as well as a protection area around the character.

The guiding element in visual identification 

Not all elements of visual identification are equally important. There is usually a gradation in their importance. At the top of such a list are the items that must not be changed. It can be color or capitalization, but also any other elements that would disturb the readability of the message. At the bottom of such a list there will be those elements that can be modified to make the identification flexible but at the same time fit for various applications. When building a brand book, it is worth determining which elements will be of key importance.

For example, the Coca-Cola brand strictly adheres to the once chosen colors and lettering for its logo. However, its size varies greatly, from tiny stamps on beverage cans to gigantic murals. Another example is the Disney logo. This, in turn, comes in a variety of colors and variants. However, the characteristic font is non-negotiable. The guiding element of visual identification should above all be constant so as not to introduce chaos into visual communication. 

How to create a coherent system of visual identification?

The first contact with a potential customer is of utmost importance. It depends on him whether the brand will be remembered. The recipient must be captivated and interested in some way. How? The recipe for success is a well-thought-out, coherent visual identification - one of the most important elements of a marketing strategy. The visual identification system is the markings used by the company and the rules for their use. These are the hallmarks of the company, its organizational culture, mission and goals. Individual elements of identification interact with each other and also complement each other.

Corporate identity is one of the factors that define a brand. It is largely influenced by how the recipients perceive the company and what emotions the thought of the brand evokes. The identification system should be well-thought-out, designed with great care and fully compatible not only with the nature of the company, but also with the style of its operation. It must be simple, logical, one that will be remembered by recipients for a long time. An overly complicated identification system will not be coherent and aesthetic.

Creating a consistent visual identity is a long process. Requires a specific action plan. A good strategy is essential. The identification system consists of many elements. At the beginning, you need to prepare the basis - i.e. the name, logo, letterhead, business cards. And only then, on the basis of these things, create new elements. Thanks to this, everything will be consistent. It will arrange itself into a logical whole.

One of the most important features of a brand's visual identity system is originality. Copying ideas is the worst mistake you can make. Identification elements must be unique, perfectly matching the vision and character of the brand. Each brand should have an individual identification system that will distinguish it from the competition and ensure its uniqueness.

The process of creating a coherent visual identity is a constant following of trends and openness to introducing changes. It is worth improving individual elements in such a way as to adapt to the current realities. At the same time, control must not be forgotten. Consistency, aesthetics and the highest quality must always be put first. Brand rebranding it is quite an art, a demanding process. It is more difficult to carry out than creating identification in a newly established company.

Visual and non-visual elements of the company's visual identification system

The visual identification system is divided into visual and non-visual elements. Let's start with the visuals. First - the name. A good name is one that is memorable, easy to pronounce, and at the same time looks great graphically - for example on a logotype. A good logo is easy to remember, unique, understandable and legible. It is associated with positive feelings, things, experiences, it expresses the character of the brand and emphasizes its uniqueness. Logo design it is not one of the easiest tasks. Undoubtedly, it is worth entrusting it to specialists.

The colors of visual identification are also important. The colors of the brand must match its activities and vision. They should evoke good, pleasant emotions. It is important that they are used consistently in all elements of the identification system - including company prints, advertising materials, or in the interior design of the company's headquarters. A well-chosen color scheme will distinguish the brand, define its character, and later evoke strong associations with the company.

Other visual elements of the identification system are:

• brand book (visual identification book),
• decorative symbols,
• company typographies (type and size of fonts, e.g. in advertising messages),
• staff dress code (outfit, badges),
• marketing materials (leaflets, business cards, gadgets),
• design and arrangement of the company's headquarters, exhibition stands, shop windows, etc.,
• the appearance of the offered products and packaging,
• website (domain, website design).

Non-visual elements affect the client in a different way than visually. They relate to the other senses. Non-visual elements are the way of customer service - including the formula of contact with customers, type of communication, language in social media and on the website. These are also soundtracks used by the company (e.g. music in venues), or unique fragrances that harmonize with the mission and character of the brand (e.g. in shops or beauty salons).

The number and form of the identification elements may change depending on the path the company wants to take - what it wants to represent, what means it wants to use, and what its goal is.

Visual identity of the brand on the Internet

The Internet is an important marketing tool that makes it easier to reach a wide audience and allows you to advertise your brand in a different, interesting way - promoting posts in social media, banners on websites. Each brand should take care of a visual identification system on the Internet. A company that will operate online in addition to traditional, traditional operation has a better chance of success in business.

The first element of visual identification on the Internet is the website. First of all, the website must have the appropriate domain - preferably the same as the brand name or strongly related to the name. A consistent, logical address will be easy to remember.

The domain is important, but the most important thing is what is on the website - i.e. design and content. The website must be readable, transparent and understandable. A good website is user-friendly, interesting, aesthetic and varied. It includes graphics, charts, icons, infographics, videos, animations. A block of text without any distinguishing features or interesting elements will certainly not attract the interest of potential customers. A nicely designed, visually attractive website has a much better chance of success. The website should contain the company's logo. It is also important that its design refers to the colors and vision of the brand.

An important tool of the marketing strategy, and at the same time an important element of visual identification on the Internet, is social media. Social media is a way to reach customers, build and maintain positive relationships with your target audience. The appearance of social media profiles must be consistent and legible. The pages should contain elements such as a logo and company name, a slogan as well as graphics referring to the nature of the company. The way of running social channels is also important. To keep it good image in social media, commitment, regular publication and a positive attitude are needed.

Other elements of online visual identification include:

• Employee e-mail footers,
• online ad design,
• the appearance of the presentations and offers sent to customers,
• graphics, slogans, photos used by the company,
• any other messages on the Internet (including articles, speeches of specialists).

The visual identity of the company may also cover other areas. Some companies also pay attention to the image of employees on their private social media profiles.

Elements of visual identification - the most common mistakes 

By far the most common mistake is to focus on the logo itself. It is very rare for business owners to realize how many elements make up a visual identity system that is remembered. For example in this case study of premium brand rebranding we describe what we changed to refresh the image of the Halupczok brand. A new claim, logo, identification system and brand design were created. This translated into the appearance of the showrooms, website layout and other elements, such as business cards and bags.

Less experienced graphic designers sometimes focus on one aspect, ignoring the other elements of visual identification. As a result, the new logo "disappears" among old photos or the unchanged font, or even worse, it does not match them at all, introducing additional communication chaos. On the other hand, there are also company bosses who have many different ideas for branding.

Many different specialists work successively on the website, identification and advertising materials. The result is many different, mismatched elements and overlapping strategies. It is in this case that most often large expenditures on individual elements of visual identification do not translate into a better image or more sales. 

Examples of unique elements of the visual identification of companies and brands 

The logo itself is not enough to speak of an effective branding of the company. In the information noise, all the basic elements of visual identification are needed, and even something extra. A good graphic designer, and the best a team of visual communication experts, can develop less obvious elements that will make the brand instantly recognizable. In 2005, a Paul Smith boutique was opened in Los Angeles. It would not stand out if it were not for the fact that the empty outer wall was painted an intense pink color. Such a clear identification made passers-by stop to check what kind of store it was. Today, it's one of the most famous selfie spots in Los Angeles, and tours from all over the world ask about this store when they visit the city.

Identifying your company by its logo alone is a reason to be proud! Like color, font can be associated with a brand. For example, the Star Wars franchise is recognizable by its font alone. Various elements of visual identification make up the famous packaging of Apple products. The designers made opening them a pleasure and a promise of something extraordinary. The packaging also attracts attention from a distance and is difficult to confuse with those of another brand. These are just a few examples of successful brand visual identification based on non-obvious media, colors and fonts.

contact us and check how effective visual identification of your company can look like.