Visible elements of a brand, such as color, form, and shape, which encapsulate and convey the symbolic meanings that cannot be imparted through words alone. In a broader (corporate) sense, it may include elements such as building architecture, color schemes, and dress code.
(Business Dictionary)
Elements of a Corporate Visual Identity:
Logo:
The logo is the flagship image of any brand. Logos can quickly speak volumes about your business, your mission and what services you offer. An enterprise without a logo has no chance of making an impact on its target audience. The logo is the most essential and valuable visual element of your brand.
A logo is a graphic symbol, whereas a wordmark or logotype is just the words of your company or product name set in a specific, fixed way. - See more at: http://www.visiblelogic.com/blog/2010/04/8-essential-elements-to-a-comprehensive-brand-identity/#sthash.IDVeSBI0.dpuf
A logo is a graphic symbol, whereas a wordmark or logotype is just the words of your company or product name set in a specific, fixed way. - See more at: http://www.visiblelogic.com/blog/2010/04/8-essential-elements-to-a-comprehensive-brand-identity/#sthash.IDVeSBI0.dpuf
Consistent visual styles:
All of the brand elements should follow a consistent visual style throughout. If, for example, a decision is made to design a brand identity that is visually romantic and endearing, then this style should be applied to all visual elements. Exceptions can be made for advertising campaigns, but the overall brand identity should always be uniform.
Brand Name:
Even though naming isn’t technically part of the visual design process of brand identity, the brand name should still be considered a visual element. A strong brand name shouldn’t just sound right and be easy to pronounce; it should look right too. Even if you hire a gifted design team, a poor brand name can eliminate the opportunity for a successful visual brand identity.
Color
Colors can play an integral role in brand recognition and brand loyalty. They influence our emotions and help us distinguish between competing brands. Having acknowledged this, considerable research should be carried out before deciding on a final brand color or palette. Cadbury’s, the UK based confectionery producer, considers their own brand color so important to their identity that they went as far as copyrighting their "Cadbury Purple," or Pantone 2685C as it is more commonly known.
Typography
Typography concerns the style and appearance of any lettering or fonts used as part of your visual brand identity. These characteristics can have a significant influence over people’s purchasing decisions and help to further emphasize the message of your brand. Typeface and font choice can affect whether the right message is being communicated and these should conform to the overall visual brand style. Wrong choices can be disastrous.
Extended visual language / slogan
Although some brand identity systems may end there, your system may include other elements that make up your visual language. This may include the content or style of your photographic elements, or the approach to the design of your icons. What other design elements does your brand need?
Your brand voice
What does your brand sound like? What does your brand talk about? What does your brand know? What does it not know? Between marketing materials, sales scripts, and online content, your brand is going to be saying a lot of things. It’s important that you understand what that voice should sound like.
What does your brand sound like? What does your brand talk about? What does your brand know? What does it not know? Between marketing materials, sales scripts, and online content, your brand is going to be saying a lot of things. It’s important that you understand what that voice should sound like.
Alternate mark
To add even more flexibility to your brand identity system, consider utilizing an alternate mark. Your alternate mark could be as simple as removing the words from your logo. Think Nike or Target. Or your alternate mark could also be a rework of your design elements – picture a horizontal, all-type Starbucks sign, compared to the badge version of their logo that surrounds their siren mark.
This doesn’t have to be a completely different design from your main logo. However many professional sports teams have secondary logos—like a monogram, patch, or mascot—that differs from their main logo.
How the visual elements can be used to create perceptions in consumer minds?
The traditional view regarding consumer perceptions was:
"The country of origin affects consumer's perceptions and behaviours through the image of the brand's origin" (Aiello et All.,2009)
The link to a certain origin can be formed through intrinsic and extrinsic cues (E.g images, designs, narratives) or by linking it to a certain city or a region (e.g Philadelphia cheese)
Thakor et al, (2003) found that when consumers recognize the country of corporate ownership, it plays a more important role in evaluation of brand perceptions. There is a strong link between country image and product quality in relation to evaluation of brand image.
According to Henderson & Cote.,1998 and Napoles 1988, colour has significant role in communicating information, constructing identity and imposing symbolic value.
Logo's act as facilitators that enhance and quicken brand's recognition (Peter.,1989)
It has the potential to recognize organizational characteristics. Using a logo influences speed of recognition and helps remember the brand name. Because pictorial representations are processed and retrieved from memory faster than non-pictorial representations (Edell & Staelin, 1983)
Color experiences change depending on individual. Colors convey different meanings and trigger various associations across cultures (Stone 2006). Positive meaning by color stimuli lead to approach responses whereas negative meanings lead to avoidance responses. To consumers, darker colors represent more respectable colors (Levy, 1959) Brown is considered manly while red is exciting and provocative color.
For example, In advertisements, full colored ads attract twice as much attention as black and white ads. using cool colors (e.g blue, green) in shopping environment are more pleasant and induce positive reactions from consumers than warm hues (red, yellow, orange etc.)
Experts confirm that appropriate brand color can increase brand equity.
A shape induces a mental picture which might send its viewer back to a personal, internal construction from the past ( Borja De Mozota, 2003). A viewer's association to a shape is influenced according to his perception from the past. A person's emotional responses to a particular shape often depend on the symbolic meaning of the shape. Due to their familiarity, organic shapes (shapes found in nature) do not induce extreme excitement whereas geometric shapes does. (Ekström 2011)
According to the research done by Aaker on American population in 1997, Sincerity, Excitement, Competence , Sophistication and Ruggedness are associated with colors. Sincerity is represented by Blue, Green, Brown and Orange. Excitement is captures by Red, Yellow, Pink, Purple and Orange. Competence dimension is represented by Black, Brown, Grey, White, Blue and Red. Ruggedness represents strength and masculinity is shown by Black, Brown, Grey and Green. Whereas Sophistication with Pink, Purple and Yellow. Negative elements include aggressiveness with red, yellow and orange whereas black, grey and white makes the brand seem boring, Pink and Purple evoke mixed responses from people either cheap or expensive.
How to create a consistent visual identity?
- Keep your visual identity simple
- Keep it consistent
- Easy to understand
- Identify the colors properly
- Colors are everything when it comes to visual branding. There’s a psychological attachment to each color. Stick with a two color maximum for the visual branding of your logo, website, and stationery. If you use photos on social media, they will probably feature more than two colors, but you can create consistency when you add the same filter to your photos. Finding the perfect color story harmonizes your brand.
- Often times the founder image will be associated with the brand to create a level of trust and history. The KFC logo featuring Colonel Sanders inspires trust and authenticity in the food.
- Associating your brand with a recognizable symbol. For example, the New York Rangers Hockey team includes a picture of the historic, breathtaking Statue of Liberty on their logo. On the other hand, some symbols are unrecognizable, such as the woman on the Starbucks logo.
Sources:
http://www.businessdictionary.com/definition/visual-identity.html
https://www.waveapps.com/blog/visual-brand-identity-design/
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