Key Visual is the main graphic element of a brand. It is part of the visual identity and appears in all (or most) marketing materials. Surely you see signs in urban spaces or on the Internet every day that immediately remind you of a particular brand. You don't even have to focus intensely on the message to know who it belongs to. This is how Key Visual works.
Key Visual is not a logo
Surely the first graphic sign that comes to mind is logo. However, you must know that Key Visual is not a logo, although it may utilize part of it. Key Visual – so what is it? It is a kind of instruction manual that describes how to create all materials related to the brand from a design perspective. Hence the name, which can be translated as "key visual". It consists of various files that, when placed in the hands of a designer, create the brand's distinctive mark.
Creating a Key Visual must be thought out very carefully. Your brand does not stand still. Therefore, right from the start, you need to meticulously define the rules by which you will ensure the visual recognizability of your brand. Even a small graphic sign or text can build it if it is used consistently. Another significant feature of a well-designed Key Visual makes this easier – easy adaptation to various types of media. This way, by investing well once, you receive a "product" that you can freely use in various graphic projects.
Key Visual – what distinguishes it?
Designing and creating a Key Visual is meant to ensure your recognizability. The final effect should be original and stand out among other brands. At the same time, the message it carries must be simple and understandable. Your recipient should interpret it and associate it with your company in an instant. To achieve this, when creating the key visual, one characteristic, well-thought-out "theme" is adopted. It can be:
font – relates to the brand name, emphasizes its character and key values, e.g., Google or Coca-Cola;
primary color – evokes emotions related to the brand and the products it offers, e.g., Milka, McDonald's, or Ikea;
illustrations – warm up or change the company's image; they can be various, but must maintain a consistent technique and theme, e.g., created by Brand Garden for Alfasigma "Aga Zgaga";
graphic elements – the repeatability of the symbol is of great importance; it can be derived from the logo and should have a specific color, e.g., Heineken's star, Heyah's paw or Nike's "swoosh".
It is important that when starting to design the Key Visual, you check the market and characterize the target group. At Brand Garden, we will create an original and impactful Key Visual for your brand. You can check examples of our work in the "Case study" section.
Key Visual – benefits of having it
You may wonder if investing in the creation of a Key Visual is really necessary for you. It is not always essential, but it is worth having, especially if you plan a longer marketing campaign. But to the specifics.
By having a key visual, you will gain:
consistent brand communication – well-thought-out and consistently used graphic materials will be remembered by the recipient and associated with high quality;
financial cost-effectiveness – precisely planned Key Visual from the start will facilitate the execution of subsequent projects, thereby saving you money;
more efficient implementation of subsequent projects – with ready visual guidelines for the brand, creating new materials will be easier and faster, while maintaining a consistent style with already existing ones.
You have learned the most important information about the Key Visual – what it is, what it characterizes, and why it is worth having. Now trust us to create your Key Visual. Examples of well-known brands whose recognition and market position is unwavering prove that it is worth it.
Create your key visual at Brand Garden and open doors to success.
