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Everything You Should Know About Visual Branding_Branding 101

Everything You Should Know About Visual Branding

  • 04/01/202129/12/2020
  • by The Logo Creative
  • In this article we discuss Everything You Should Know About Visual Branding.

    People owe their first impressions of a brand to the visuals. 90% of the information that is transmitted to our brain is visual information: we understand it better, faster, and it is on its basis that we begin to build the first conclusions.

    Before starting to read any text or even a short headline, people involuntarily pay attention to the color palette, fonts and logos. You have a few seconds to form a certain foundation in the head of consumers engaging with your brand visuals, on which his or her further contact with your brand depends. And if something goes wrong, the texts may no longer help.

    You need to be fluent in the language of visual elements, as the first impression depends on their effective use. As you know, it is almost unalterable and often solves everything.

    In order to be able to convey your message to the audience through the visual in the form you intended, you need to understand the role and power of each of them. We are here to dot the i’s and cross the t’s in this matter.

    Table of Contents

    • Key Components of a Visual Identity
      • What Identifies You: Logo
      • What Characterizes You: Color
      • What Clarifies You: Graphic Elements
      • What Shapes You: Typography
      • What Illustrates You: Pictures
    • Bottom Line
    • Join The Logo Community

    Key Components of a Visual Identity

    Communicating with a prospect and building emotional attachment through shapes, fonts and colors can seem like a daunting task: there are so many variations, combinations, and potential misunderstandings.

    But this is what visual identity is responsible for. It consists of several key elements.

    What Identifies You: Logo

    One can argue for a long time about what has a decisive effect on a person: shape, color, the presence or absence of serifs in fonts, complex or simple graphic elements, etc. But visual exposure to your brand starts with the logo.

    You don’t need to read texts or think long enough to recognize Apple’s iconic bitten apple. You can easily distinguish the laconic Google Chrome browser logo from the stylized fox of Mozilla Firefox.

    This is your brand mark, through which you say “Hello, it’s me” without words and no one has any questions about what “me” is talking about.

    Along with instant identification, the logo should immediately convey your message, which forms the foundation of the brand.

    This should happen on an emotional, intuitive level: the kaleidoscope of associations and comparisons that form in a split second in the brain of people at the sight of a logo should eventually (and ideally) lead them to what you preach.

    The logo can be very simple – hardly anyone thinks that the Nike check mark claims complexity – but it takes a long time to develop, rework and modify.

    This simple checkmark shape encodes fluidity, speed and movement, and also resembles a wing and hints that the brand name is associated with the Greek goddess of victory.

    Therefore, the logo should not contain a single meaningless line. In every corner, turn or shape, quality is encoded with which you want to associate.

    You can’t just take and create a logo without thinking about its semantic content. But with the help of logo professionals, your raw sketches, thoughts and desires can take the optimal shape, which will become the starting point for customers to get to know your brand.

    Think about the main thing you want to say to the client, write it down on a separate sheet, and start brainstorming with someone good at navigating the tangled paths of visuals.

    What Characterizes You: Color

    Unbelievable but true: color boosts brand awareness by up to 80%. Each of us has favorite colors that evoke positive associations, pleasant memories, or just a burst of peace.

    It is not for nothing that professionals devote a huge amount of time to the selection of the brand’s color palette: your final choice will be decisive in the question of what the first emotional associations of a person will be.

    Brand colors, which first show themselves in a logo and then shimmer with the rest of your attributes, create a certain environment that stays in people’s minds and helps them characterize you even before the first contact with your product.

    The doctrine of colors is a very subtle matter: color can not only evoke strong emotion, but also stimulate action, and your task is to do this so that your color palette attracts, not repels people.

    It’s important to note that it’s impossible to make a clear list of color-matching guidelines for branding outside of the context in which your business operates. For example, there is a general statement that green stands for serenity.

    But when the context appears, we see that it can be associated with both acute environmental problems and complex financial manipulations.

    The takeaway is that colors only come into play when they can be used in accordance with the desired brand identity. Without this context, choosing one color over another doesn’t make much sense.

    Start with the main characteristics of your business, after which you can string colors on them, like pearls on the thread of a future necklace.

    What Clarifies You: Graphic Elements

    You have your color palette and logo – that’s a lot of power. But to reinforce it, you need clear and structured consistency in all the graphic elements that people will see when they further familiarize themselves with your brand.

    What is meant by graphic elements? This is what makes up the visual interface:

    • badges
    • windows
    • menus
    • lists
    • buttons
    • charts
    • counters, etc

    The worst thing that can happen is adding template elements without giving them a brand uniqueness. No one says it will completely ruin your business, but it will definitely break the integrity of the experience and prevent you from focusing on what you want to highlight.

    At the same time, spending some time creating graphic elements unified with the general style and colors will help you guide the visitor around the site as if by hand, sympathetically talking about the main attractions and prioritizing important checkpoints.

    What Shapes You: Typography

    Visual integrity does not tolerate randomness. Therefore, you cannot do without choosing your unique corporate font.

    What role will it play? It helps to attract the attention of the consumer, facilitates visual perception and memorability of the company’s image.

    A corporate font can emphasize the uniqueness of the style, form a unified brand concept and highlight its reputation.

    Psychologists have found that each type of font evokes different emotions in the reader. For example:

    1. Handwritten fonts – friendliness, expressing a desire to establish a good relationship with the consumer.
    2. Sans-serif fonts – reliability, practicality.
    3. Serif fonts – lightness, comfort.
    4. Slab serif fonts – friendliness, openness.
    5. Straight and angular fonts – seriousness, severity.

    When choosing a font, you should follow some rules:

    • Readability. This is true for any size and color. Only if this condition is met, the consumer be able to understand the essence of your message and then the corporate identity design will play into your hands.
    • Relevance. The font should be associated with the area of ​​the company. Fancy and ornate letters are inappropriate for an IT company, but can be very useful for an antique salon.
    • Compatibility. If you use several fonts, then they must be perfectly combined, otherwise, the perception of information by the consumer may be impaired.

    When choosing a font, evaluate the appearance of the font when used in different sizes and colors. Estimate the outline of the letters and their individual elements. Choose the optimal font size that does not affect the perception of information.

    What Illustrates You: Pictures

    There is not always a place for images on the site. Sometimes what we have already covered may be enough.

    But if you think that photos will be able to tell your consumer something else, or it is impossible to convey some kind of information without them, then you need to understand how to use them correctly.

    First and foremost, illustrations should be consistent with all other visual elements and not stand apart from the rest of your color palette.

    Further, it is important that they evoke clear associations with the main characteristics of your brand.

    A blanket store requires cozy home photographs, a photo studio – clear, detailed and comprehensive information describing all the premises and the props in them.

    When choosing a specific filter for photos, be consistent and use it everywhere, including the materials you post on social networks.

    When choosing between copyright and stock photos, remember that the latter option is available to everyone.

    This means that your client can easily come across the same photo of you and your competitor, which will cause unpleasant thoughts and associations.

    A photo can be the final touch that completes the formation of your brand image and directly affects the further customer behavior and final impression.

    So if you do use it, do it wisely.

    Bottom Line

    A competent combination of the elements described above opens up amazing possibilities for communication exclusively with visual images without using a single word.

    This special language works proactively: the person does not have time to figure out how your message is already appearing in his or her head.

    Therefore, it is very important that this message is transmitted correctly. Set clear goals and get to work: you have to do a lot, but the result is worth it.

    Join The Logo Community

    We hope this article has explained Everything You Should Know About Visual Branding. If you would like more personal tips, advice, insights, and access to our community threads and other goodies, join me in our community. You can comment directly on posts and have a discussion.

    *TIP – We use and recommend DesignCuts for all your fonts, mockups and design bundles.

    Designcuts-Fonts-Font-Bundles-Graphic-Design-Resources-LogoType-Typography


    Author Bio
    Nancy P. Howard works as an editor at guest posting service Adsy . She is also a professional writer in such topics as blogging, IT and marketing.

    Posted in Branding, Graphic Design, Identity Design
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Full review can be found on our website link in bio under the book review section.

If you would like your own copy of Show Your Work by Austin Kleon it’s available online. 

If you purchase through the links below, I do get a small commission that i put back into The Logo Creative project, for instance by purchasing new books like these that i can share with you the reader. 

Show Your Work by Austin Kleon. 

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Space is an invisible design element most can't see, and it's often ignored.

Whits space is an element That controls all other elements.

You can't design when you can't see"

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We've all been there, sketchbook open ready to capture ideas, but nothing is flowing. 

💡 Solution: 

▶️ Set a routine
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I recently rejected a client who was a big design news site. Let’s just say there were things in there I did not like! 

Money is not everything! Protect yourself!"

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    Austin Kleon’s books have been on my bookshelf f Austin Kleon’s books have been on my bookshelf for quite some time, I finally got round to reading “Steal Like an Artist” and i could not wait to jump in and read his second book “Show Your Work”
 
If you would like to read my full review its on the book review section of our website.

https://www.thelogocreative.co.uk/show-your-work-by-austin-kleon/ 

If you would like your own copy of Show Your Work by Austin Kleon it’s available online. 

If you purchase through the links below, I do get a small commission that i put back into The Logo Creative project, for instance by purchasing new books like these that i can share with you the reader.

Show Your Work by Austin Kleon
Amazon - https://amzn.to/3jh4p0h 
Wordery - https://tidd.ly/2VmUJt9 
Bookshop - https://uk.bookshop.org/a/7810/9780761169253 

Looking for more creative content? Check out our website.

Checkout our website book review section: 
https://www.thelogocreative.co.uk/book-review-logo-design/ 

Read Our Daily Blog Articles: 
https://www.thelogocreative.co.uk/blog/ 

Join The Community Newsletter Group:
https://thelogocreative.substack.com/subscribe 

We have recently partnered with Mr Mockup:
https://mrmockup.com/ref/thelogocreative/ 

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Steal Like an Artist by Austin Kleon does not support plagiarism, let’s get that straight from the start. 

It’s more about unlocking your creativity, and getting into the minds of the artists you admire by understanding why and how they did what they did.

This small square 140 page book was published in 2012 and is a New York Times best seller, and for good reason it’s a fantastic book! - Well Done @austinkleon and @workmanpub

Check out the first look video we posted.

Join Newsletter: tiny.cc/thelogocreativve

If you would like a copy of your own it’s available on Amazon, Wordery and Bookshop:

Amazon UK: https://amzn.to/3jh4p0h 
Wordery: https://tidd.ly/2VmUJt9 
Bookshop: https://uk.bookshop.org/a/7810/9780761169253 

__________________________________

#thelogocreative #thelogocommumity #design #graphicdesign #bookblog
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Live in the moment, and be here and now!

It's tough trust me I know, I have been there.

But just like me you got this!"

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Too many are fixated on results and personal gain instead of putting in the work and providing value. 

Tip - Start looking at business from the outside in! 

You get what you put in!" 

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Creativity is thinking up new ideas and innovation is doing new things. 

Always be open to trying new things and moving in different directions. strive to be both." 

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Ian is logo and brand identity designer working and living in the UK.

In this interview Ian shares his first logo he designed, his favourite logos and a glimps into his process. 

Be sure to check out the interview , link in bio under the designer interview section.

_________________________________

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    Stealing is bad, taking things that don’t belong Stealing is bad, taking things that don’t belong to you is wrong unless you learn to steal like an artist. This book includes 10 things nobody told you about being creative. 

Steal Like an Artist by Austin Kleon does not support plagiarism, let’s get that straight from the start. It’s more about unlocking your creativity, and getting into the minds of the artists you admire by understanding why and how they did what they did.

This small square 140 page book was published in 2012 and is a New York Times best seller, and for good reason it’s a fantastic book! - Well Done @austinkleon

Check out the first look video.

Join Newsletter: tiny.cc/thelogocreativve

If you would like a copy of your own it’s available on Amazon, Wordery and Bookshop:

Amazon UK: https://amzn.to/3jh4p0h 
Wordery: https://tidd.ly/2VmUJt9 
Bookshop: https://uk.bookshop.org/a/7810/9780761169253 

__________________________________

#thelogocreative #thelogocommumity #design #graphicdesign #bookblog
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David shares his favourite logo design, his logo design process and steps he has taken in his design journey.

Join our newsletter we share, new designer interviews, new books, insights and what I have been up to.

join me, let's chat! 👋

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    Awhile back I purchased all three of Austin Kleon' Awhile back I purchased all three of Austin Kleon's books @austinkleon as they had been on my reading list for so long, and never got around to reading them 

I can now say I have finally got around to reading them.

The review for "Steal Like an Artist" is already on the book review section of the website, and if you're subscribed to the newsletter you will have received the newsletter regarding this awesome book.

The review for "Show You Work" is coming this Wednesday, there will also be a newsletter on the way.

I have nearly finished "Keep Going" and again I'm really impressed by all three book I highly recommend them they are well worth the read.

Have you read these books? Let me know your thoughts in the comments. 

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    "It's not the things that happen around you that d "It's not the things that happen around you that determines you're success. 

It's what happens inside of you!

Remember that you're unable to control life around you, but you can control yourself! - 

Take Action!". 

Andrew Marriott - The Logo Creative™ 

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    "Never compare your behind the scenes with other p "Never compare your behind the scenes with other people's greatest hits, never compare yourself to other people. 

Keep yourself in the game, and take control of it. 

If it’s been done before it can be done better. 

Be confident and figure it out. 

You got this!"

Andrew Marriott - The Logo Creative™

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#positivity #entrepreneurmindset #businessquotes #growthmindset #growth #scaleyourbusiness #mindset #businessgoals #designquote #motivation #entrepreneur #lifestyle #motivationalquotes #marketing #positivity #designinspiration #designquote #quotesondesign #designerquote #designquotes #designpassion #positivevibes #thoughtoftheday #inspirepeople #humanfirst #bemore #branding #creativemind #creativemindset #creativethoughts
    "Each night when i get in bed i remind myself I'm "Each night when i get in bed i remind myself I'm ok, I'm doing a good job, and that good things take a lot of patience and consistency. 

I'm not a religious man but i give thanks for everything i have. 

I worked hard for it!".

 - Andrew Marriott - The Logo Creative™

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#positivity #entrepreneurmindset #businessquotes #growthmindset #growth #scaleyourbusiness #mindset #businessgoals #designquote #motivation #entrepreneur #lifestyle #motivationalquotes #marketing #positivity #designinspiration #designquote #quotesondesign #designerquote #designquotes #designpassion #positivevibes #thoughtoftheday #inspirepeople #humanfirst #bemore #branding #creativemind #creativemindset #creativethoughts
    Check out our very first Designer Interview from 2 Check out our very first Designer Interview from 2016 with Jacob Cass @justcreative it was great pleasure to feature Jacob as the first. 

Jacob has been an inspiration to so many designers over the years  me included.

Jacob shares his first ever logo he designed, his journey as a designer and more insights.

Join our newsletter we share, new designer interviews, new books, insights and what I have been up to.

join me, let's chat! 👋

tiny.cc/thelogocreative 

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    The Logo Creative - International Strategic Logo and Brand Identity Design Studio

    The Logo Creative™
    Logo & Brand Identity Studio

    Part of The AJR Group™

    International Design Studio
    info[at]thelogocreative.co.uk
    Phone: +44 (0) 1709 527 200
    Mobile: +44 (0) 7807 085 003

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