What is a brands visual identity and why is it important?

brands visual identity

We humans are attracted by colors and shapes because we depend on the sense of sight in the first place, so our interaction with the world increases with visual materials more than any other materials.

Our admiration for beauty continues, and as we spend more and more time on social media channels, it's easier than ever to consume, create and share visual content.

What is a brands visual identity and why is it important?

With so much social media, companies are in great need of developing branding and designing a strong brand visual identity that makes them stand out and compete.

Design is the silent ambassador of your brand that addresses the masses through the logo, colors, and designs that express your message and goals that you define, where every visual element must be carefully considered.

Here we will explore a brands visual identity, why it is important, and how to design one that can evolve with your brand.

What is the visual identity of the brand?

A brands visual identity is a set of visual elements that serve to represent the brand and distinguish it from other competing brands more specifically, as these visual components such as the logo or brand colors help customers identify the brand.

By integrating each of the brand's assets into a cohesive aesthetic, we will reach the development of brand recognition.

Brand visual identity reinforces your core principles, goals, and brand promises through visual media. By using consistent and strategic visuals to aid communication, a strong visual identity also helps tell your brand story.

Over time, customers' constant exposure to your brand will reinforce associations and create emotional reactions, often triggered by visual cues.

What makes a good brand visual identity design?


Are the visuals a perfect fit for your target audience? Does your design evoke the right feelings? Ensure that every visual design associated with your branding is appropriate for a specific person, purpose, or situation.


Ensure that your visual identity differentiates itself from competitors, while also standing out in the minds of consumers. Is it recognizable? Will consumers remember it?

Simple Designs

Good designs are uncomplicated and easy to understand. For both your interior designers and your consumers - keeping it simple enhances clarity.

Durable and Flexible Designs

While visual identities should be flexible and somewhat adaptable, they need to evolve with a brand. Create a visual identity that lasts and stays relevant over time.

The difference between brand identity and visual identity

Brand identity refers to internal aspects such as mission, brand voice, and brand personality, while visual identity is what is used to express outwardly or externally such as logo designs, brand colors, and typography.

So, brand and visual identity together create a complete and unique identity, as these two frameworks work hand in hand to support the same goal of brand formation.

Good visual identity elements

Each element of the brand works with the rest to create a unified identity that conveys the visual language of your brand. Here are some of the components that contribute to building the visual identity of the brand:


In short, your logo is a symbol that instantly identifies your brand, using colors, shapes, typography, and sometimes tagline, a good logo is one that embodies the brand holistically and evokes a positive vibe.

No matter what type of logo your brand uses, it should help convey your brand identity.

For example, a text tag logo consisting of a company name is a strong choice for brands whose names you want to stand out, but if your brand name is long, it is better to use a letter tag or a monogram logo.

Brand colors

The brand colors you choose will shape your visual identity at every touch point, so keep in mind that this color palette plays a key role in perception and how potential customers might feel about your brand, so understanding the psychology of colors and emotions will teach you creativity.

Make sure you choose the colors that are functional and appropriate, and since your brand colors will be used in a variety of contexts, the palette should also be versatile.

For example, your website copy, social media posts, and print materials should be taken into account when depicting how colors appear across different brand assets.


When it comes to choosing the typography for your brand, there is no one-size-fits-all approach, instead, consider the impact of typography on the message being delivered.

So you should pay attention to every detail, from the font to the spacing and kerning. Typography plays a major role in raising the mood, setting the tone, and enhancing brand recognition. Good brand typography should be:

  • Read
  • ongoing
  • Versatile and versatile
  • functional
  • Connectivity


We all keep the saying “a picture is worth a thousand words”, and when it comes to your brand photography, it is an opportunity to tell your brand story through photos and videos and enhance your brands visual identity.

When choosing images for assets such as your website or social media posts, pay attention to the style, composition, and themes displayed in your images or videos, ensuring your content is visually consistent—this is key to creating a cohesive and distinctive look.

Since photography can be so expressive, it is an easy way for customers to feel the brand.

If you use photos of people, be sure to include a variety of templates, so that everyone can see themselves reflected in your brand.

When creating branded photographs, some of the images to include are:

  • personal photos
  • Lifestyle Images
  • Product images for videos
  • Post photos on social media
  • Graphics, illustrations, and icons

These visual elements are stylistic extensions of your brand, from simple lines and shapes to specific icons, these templates can carry very specific functions.

For example, the icons and buttons on your website will affect the customer's user experience and interaction with your brand.

Additionally, the way you visually refer to content on marketing materials, internal training documents, presentations, or social posts can all be affected by your graphics.

Hand-drawn illustrations can also bring a sense of personality and individuality, adding a more human and relatable touch when used in the right context.

Regardless of how graphics and illustrations are combined, these details contribute to building the overall brands visual identity and underpin continuity across each platform.

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