What is Visual Identity and Why is It So Important?
"Image is a certain system — it's using distinguishing features that identify us in the environment."
Before we begin our journey through brand image issues, let's think about what image actually is and what it gives us.
Imagine the following situation: a series of business conferences, and at each of them hundreds of participants, always the same people (owners, CEOs). Everyone elegantly dressed, everyone in an impeccably tailored suit. Hat's off to anyone who, watching the gathering from the gallery, could point out a specific personality based only on what they saw at the previous meeting.
Now imagine that one of the participants always has a large, colorful pocket square and a burgundy leather briefcase. You'll recognize such a person in any crowd, even the largest. This pocket square and briefcase will constitute his image and build his brand.
It's something we can see, so it will be visual identity — such a company's business card.
Visual identity allows a company to:
STAND OUT
Thanks to this, we notice the brand among others and can identify it faster on the store shelf. Convenience for the customer, profit for us.
BUILD TRUST
A brand is built by its durability, effectiveness, quality, and level of service. The customer should be able to identify all these elements immediately through common graphic symbols.
CREATE BELONGING
This concerns employees (corporate clothing), but also customers who often identify with the brand through its philosophy expressed in visual identity.
Elements of corporate visual identity
// VISUAL IDENTITY BOOK SHOULD CONTAIN:
How to approach it?
The graphic execution of a brand book is relatively simple. The aesthetics of the project are important, and an experienced graphic designer or agency will prove invaluable.
The greatest effort is required to determine how it should all look. We must first get to know the company — its history, structure, customers, products, market, and competition.
How much does developing a company image cost?
The answer will always be: it depends. Advertising agencies don't have a uniform price list — it depends on the city, structure, team, and portfolio.
Summary
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