How to develop a visual identity in 5 steps

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What do you imagine when you think of the most recognized brands out there? Probably some things like: Soon Brand colors Brand fonts Packaging or labels of the most famous products They all have something in common: they are visual. The word “imagine” itself suggests that we cannot think of something without images, and that is why visual identity is fundamental for any brand. The brand's visual identity goes beyond the logo: a strong and recognizable brand clearly communicates its values ​​across all internal and external communication materials. In other words, it must be constantly present in all aesthetic aspects and be easily differentiated from other brands.

This article will present five main aspects that companies should follow when developing or reformulating their brand's visual identity. Identify brand personality Before you start thinking about the visual identity creation part, you need to prepare the ws data foundations for your project to be successful. To achieve this, the first step is to identify your brand’s personality. The better you understand and make this clear to those involved, the easier it will be to communicate your identity and establish the brand in the public's memory. Your brand personality will determine the tone of your content, design choices like colors and fonts, and the types of visuals you use.



In this case, it is interesting to use design thinking techniques to identify and define what you want to communicate with the brand's visual identity. This applies both to a content creation team with several members and to simpler operations. A good starting point is to make a checklist of words that describe your brand. There are two ways to do this: If your business is already underway, survey customers and ask them to describe your company. So, select the most recurring words and save them in a list; If you haven't launched your company on the market yet, identify some differentiators that separate you from the competition.

Ask colleagues and brainstorm with a mind map, like the one below: From there, you can choose some words that best match your business goals and values. Later, these adjectives will help you make the appropriate choices of fonts, colors and images for your identity. Create a color palette that reflects the company's personality After identifying the brand's main personality traits, you can use these characteristics to guide your choices, and one of the most important decisions, without a doubt, is the brand's colors. You've probably heard about color psychology. Although there is debate about how much they actually influence customer behavior, there is no denying that colors are one of the most striking and memorable aspects of a company.