HOW TO DESIGN THE ENTIRE VISUAL IDENTITY OF A BRAND
Website design for ARTER Contemporary Art Museum in Istanbul by Meltem Suel
Can you take photographs, and do you know anything about typography? Let's take a look at the boring identities that the government provides us, which we all see almost every day. The two primary elements in these identities are photography and text.
These two elements are needed to create the identity of a new brand. Here are the most significant points where graphic design and photography disciplines meet. Creators with these two different skills and experiences can create a consistent visual identity design for their clients.
A Visual identity represents a brand and creates a lasting impression. This identity group consists of logos, colours, typography, products and advertisements. Before moving on to these designs, the most important thing for the designer to understand is the brand's character and their target audience.
The most prominent questions that need to be answered in visual identity design include:
Is your design recognizable and consistent?
Is the visual identity suitable for the target audience?
Do your designs evoke the right emotions?
Are you creating a visual identity that consumers will remember?
Do you have an easy-to-understand language?
Are you designing a timeless visual identity for the brand?
Do your designs have easy and reproducible features for any environment?
The most important element that strengthens the visual identity is photography. The realism of the photograph enables the consumer to establish strong communication with the brand.
Including graphics and illustrations in your brand language provides a user-friendly service, which means that the customer will always come back to you. The most notable element that should be included in the website and your social media is graphics.
These elements gather the brand goal and strategy under one roof. Significant materials need to be created when designing a brand's identity. They include business cards, websites, packaging, social media and email design. All these materials need typography and photography.
Visual identity examples:
This cereal is essentially a nutritious (even keto-friendly) adult version of a childhood product. That's why Magic Spoon's visual identity characterizes, combines bright childish tones with a retro twist that feels modern. From the logo design and the whimsical cereal mascots to the food styling in their Instagram posts, all of the visual elements are deliberate and serve to convey both the brand's purpose and it is the story. And it adds fun all at the same time.
The visual identity of Blue Bottle Coffee includes literal shades of blue that cannot be confused with any of its competitors. Its iconic blue bottles stand out in a world of colours of mocha coffees and caramel creams, making it even more memorable. According to the brand, the Blue Bottle colour palette actually makes coffee taste better. Every aspect of their visual identity has been carefully considered, telling brand stories, and celebrating their products, through meaningful associations.
