Think of a stand-out, instantly recognisable brand.

I’m no Derren Brown, but I’d hazard a guess that you’ve probably envisioned a company name and a colour. A golden ‘M’ of a burger chain or perhaps white swirling type on a bright red drink can? Maybe a simple graphic of an apple with a chunk missing?

Creating a visual identity is key to enhancing brand recognition and aids in building trust and loyalty with its clientele.

Wondering where to start? Here are four factors you need to consider:

Logo. 

The centrepiece of a company’s visual identity. It should be simple, memorable, and representative of your brand’s personality.

Colour palette. 

Psychological studies confirm that colours evoke subconscious responses. For example, blue is usually associated with trust and is therefore used by many financial institutions, car manufacturers and electrical brands. The colours used can have a big impact on consumer perceptions and expectations.

Typography. 

The style of fonts used should be consistent whether on business cards or billboards. Obviously, it has to be legible but also align with your brand’s personality. For example, clean, simple sans serif fonts could work for a modern tech company, whereas an elegant, serif type would be more apt for a luxury brand.

Imagery. 

Photographs, illustrations and graphics help to emphasize your brand’s message. If you want to attract a luxury market, using cheesy posed photographs will not reflect this and could do more harm than good.

Creating a consistent and compelling visual brand is an essential aspect of any successful business and requires more than choosing a colour you like, a font you can read and some images that look nice.

So, grab a coffee, take some time out and really look at your brand’s visual identity with these factors in mind…

Steve Morrish

Senior Designer