Visual identity is essential for a brand and should be given importance. It acts as a preview of the brand and is what consumers make a first impression of—our in-house marketing team outline in detail what visual identity is in the following article.

Visual identity consists of the visual elements of a brand—it is what your brand looks like, starting from the logo, colour scheme, merchandise design, etc. Quite often, visual identity becomes the deciding factor when it comes to choosing your brand over another.

Logo

A logo is a brand’s primary identifier–it contains the brand’s essence and shapes how it is perceived. It helps attract people to the brand and gives a sense of professionalism when it is done right.

It is the first thing that should be designed and is generally started in black and white or silhouette, as a good logo should stand by itself without the use of colour. Extra care should be given when designing this; the logo paves the way for the rest of the branding.

Colour

A colour scheme defines the brand and creates consistency throughout brand assets when creating a visual identity. It is essential as colour leaves the biggest impression on the viewer.

Generally, colours are split into primary and secondary, wherein the primary colours are the brand’s main colours and usually tie into the logo. The secondary colours complement the brand’s direct colour scheme and are used when creating brand assets or content.

Typography

Typography has to do with fonts and text and how it is used. When choosing a typeface for a brand, one has to keep in mind that the font or fonts chosen have to reflect the feel intended for the brand.

Usually, one to three fonts are chosen, keeping in mind they need to be used as a display or title font and as the main body font. It can be a combination of a serif and a sans serif, two different sans serifs, or the most straightforward option to pick a single font and use multiple variations. To learn more about font pairing, you can view our article here.

Imagery

Images create a unique visual identity. Ideally, a brand will always create original content to set itself apart from other brands and have striking imagery. However, it is understandable and common for brands not to do this, and in this case, some websites provide a plethora of free-to-use images and videos, such as Unsplash and Pexels.

When choosing from ready-made imagery, it is essential to select the content that is not overused in the industry and does not seem overly staged. It is also imperative that the imagery chosen fits the brand’s feel, beliefs and style.

Why GCS Malta?

Our in-house marketing team of professional designers can aid your business to create a visual identity that stands out from the competitive crowd in the marketing world. Contact us today to create a unique visual identity.

Article by Francesca Falzon