Visual identification

Of course, the logo still plays a key role, although on its own it may not be sufficient to fully represent the brand. Nevertheless, it often forms the foundation of a visual system. Sometimes in a brand identity not all the treatments used in the logo are faithfully reflected, but this is a topic worth discussing on another occasion. Most importantly, all elements of the identity should harmonise with each other. Among the most commonly used are:

• Logo: This is the central brand symbol, which should be simple, easily recognisable and represent the values and character of the brand.
• Colour scheme: The choice of specific colours to be identified with the brand is important. The colour scheme should be consistent and convey the emotions associated with the brand.
• Typography: using a particular font or set of fonts helps to create a consistent look for brand-related materials. This is important both in print and on websites.
• Symbols and graphics: In addition to the logo, a brand may have specific symbols or graphics that help build recognition.
• Design principles: Creating consistent design principles, such as layout, the way content is laid out or the distribution of elements, helps to maintain uniformity across all materials.
• Printed materials: The visual identity of the brand also includes various printed materials such as business cards, flyers, brochures or product packaging.
• Promotional materials: Designing promotional materials, such as posters, advertising banners or catalogues, according to the principles of corporate identity helps to build a consistent image.
• Website: For today’s companies, the website is a key element of the corporate identity. Its design, colour scheme and typography should be in line with the rest of the elements.
• Social media: A company’s profile on social media platforms should also reflect the brand’s visual identity, which helps to build a consistent image online.
• Corporate signage: These are elements such as company signs, banners or other outdoor signage that present the brand in a physical space.
• Employee dress code: For companies that have direct contact with customers, employee dress can be an important element of corporate identity.
• General principles and guidelines: Creating documentation with a description of all the elements mentioned above and their application helps to maintain a consistent brand image.

Consistency and consistency in the use of these elements are key to a successful visual brand identity.