Corporate visual identity system – why is it so important?
Nowadays, we are bombarded with information and marketing messages at every turn. The key to your company's success is standing out from the competition, which you can achieve through a well-developed visual identification system. What does a visual identification system entail? It helps to identify the brand, presents positioning, and evokes specific emotions among the recipients. The stakes are high – the goal is to build brand recognition and evoke specific, expected associations in the audience. At Brand Garden, we will help you achieve this!
Create visual identification for companies, brands, and products with us.
What is a company's visual identification system?
A company's visual identification system is a description of the procedures and applied graphic signs. It is something like a "stylistic ABC". It organizes individual elements and arranges all the symbols used by the brand into a logical whole.
The visual identification system is based on the image that creates a company's style through elements such as a logo, color scheme, or font set. With a visual identification system, you show your audience the face of the company. A simple form can, contrary to appearances, contain a lot of content, be readable, and still be memorable. A well-developed visual identification system should fulfill several functions:
distinguish and navigate – an image that is professional, convincing, and conveys the spirit of the brand helps the client make a choice from a plethora of options;
engage – symbols, signs, and communication language evoke associations in the audience and allow them to identify with your brand;
build trust – developing a visual identification system that reflects the high quality of services provided assures the client that they made the right decision.
What does a visual identification system consist of?
A visual identification system requires consistency and coherence. We create it to develop the clearest and most straightforward communication that refers to the values with which a given brand identifies. Therefore, a good visual identification system should be:
adapted to the characteristics of the company's activities,
unique and clear, yet noticeable and memorable,
evoking positive associations in the audience.
In an ideal world, the individual elements of the identification system should be recognizable enough to the audience that even without a logo, one can easily identify which brand the materials belong to. Examples of such brands include Coca Cola, McDonald’s, or Netflix.
What is a company’s visual identification book?
A company's visual identification book is sometimes called an identity book, but what does a visual identification book mean in practical terms? It is an official record of all arrangements regarding the elements of the visual identification system used in the company. Besides records concerning strictly visual aspects, the visual identification system book also contains, among others, elements covering the soundtracks or even scents used by the given enterprise. It is a document that should not be missing in any company.
Why is it worth developing a company's visual identification system and book?
Developing a visual identification system that captures the audience's attention and sticks in their memory is no small challenge. Besides aesthetic issues, practical considerations must also be taken into account.
The visual identification book collects all guidelines in one place. This way, you save time and money, and also manage your brand's image better across different media. Often, for practical reasons, we hand over some control over the communication and brand image to collaborators or external partners. In such cases, developing a visual identification system is a necessity.
You save time – you don’t have to repeatedly explain various issues to external collaborators, as the guidelines are in the visual identification book;
You save money – subsequent projects created based on the visual identification book will be less costly;
You minimize the risk of errors – the visual identification book contains a well-developed direction; the individual elements only need to be adapted for other formats or communication channels.
Development of a visual identification system – step by step
Developing a visual identification system is a process. You may now be asking yourself: what are the elements of a visual identification system? This system consists of several components, such as: logo, color scheme, and typography. Of course, the system can be expanded, and additional elements or variants can be added, but it is always essential to remember the overarching principle – coherence. Only coherent visual identification systems are readable to their audience.
Logo – elements of the visual identification system
A company's logo can consist of a symbol, a graphic object, or simply the company name written in a distinctive font. The logo is meant to engrave itself in the audience's consciousness – connecting with emotional factors, values, the company name, and its offering. The symbolism of the logo must be simple and clear so that it is understandable to consumers.
Color scheme – elements of the visual identification system
The color scheme used by the brand should be related to the colors used in the logo. It is best to limit it to 2-3 colors. This way, it will be possible to transfer the colors from the logo to the entire visual identification system of the brand. Colors should be consistently applied across all types of advertising materials or the decor of the company's headquarters.
Typography – elements of the visual identification system
The typography used in the visual identification system is also significant. It should fit the vision of the company, the logo, and the brand's color scheme. Consistent use of a specific typography (possibly 2-3 types) will complement the company's image and undoubtedly affect its memorability.
What does a visual identification system consist of? Additional elements
Of course, the components presented above can be expanded. The logo, color scheme, and typography are the basis for creating projects, such as:
email templates,
presentation layouts,
press materials,
information boards,
packaging,
employee uniforms.
These are just a few of the additional elements. You can expand your visual identification system according to your company's needs.
Development of a visual identification system – a step-by-step process
There are no ready-made solutions for developing a brand's visual identification system. A key factor is an individual approach. We look at external conditions, competition, and listen to customer needs. However, there are several basic steps that we cannot skip:
analysis of market conditions;
developing the structure of the visual identification system;
preparing the visual identification system book;
implementation and then monitoring of the system.
Analysis of market conditions
At this step, it is necessary to analyze the company's immediate and distant environment. Before designing the system, we need to look at the competition. It's also important to examine how potential clients will react to the various elements of the company's visual identification system. We also define the offering and mission in detail. A well-developed visual identification system must indeed be aligned with what we offer to our clients.
Developing the structure of visual identification
At this stage, we determine what elements will make up the company's visual identification system. You can approach this comprehensively or individually. If you are looking for a budget-friendly solution, you can choose a visual identification system tailored to your company. In that case, the visual identification system book will contain the necessary elements, and over time you can expand it with additional components.
Preparing the visual identification system book
Working on the visual identification system book involves the graphic development of individual elements and specifying all principles related to the system. The book will be used by the company's employees and external partners for many years. It should be as clear as possible and prepared with great attention to detail. This is an investment for years, so it is worth seeking the services of specialists.
Implementation and monitoring of the system
To ensure the proper functioning of the visual identification system, it is wise to designate an employee or department within your company that will oversee the implementation and application of the system. In a broader context, conducting analyses and studies that may influence decisions regarding modifications or rebranding is also essential. One must keep a finger on the pulse – the market is constantly changing.
What does the visual identification book contain?
Thanks to clear records in the visual identification system book, the company is able to create a coherent image. It is possible to efficiently duplicate fixed identification elements using various media.
What are the elements of the visual identification system? Depending on the industry in which the company operates, the book may include elements such as:
the logo book, or logo manual;
templates for business cards and company stationery;
product appearances, label designs, package shapes, etc.;
social media appearance;
promotional gadget designs;
signage, storefront, interior designs;
printed promotional materials, e.g., flyers, posters;
website appearance.
Create a visual identification book with us.
How much does a visual identification system cost?
A clear answer to the question of how much a visual identification system costs is unfortunately impossible. In creative endeavors, there is no universal price list. The key to success is an individual approach to the client and their brand, which is why the cost of a visual identification system depends on your needs.
Visual identification system – pricing
The design of visual identification depends on the business context and approach to implementation. The price of developing a visual identification system is also dependent on the complexity of the projects and the number of changes. All of this translates into time, the amount of work done, and ultimately the final valuation. Therefore, it is difficult to provide a clear price list for a visual identification book.
Industry
Visual identification for companies, brands, and products from the sector characterized by high competitiveness requires a much more thoughtful and complex strategy, and consequently, the cost of the visual identification system will be higher. Visual identification systems for businesses operating in demanding markets must be developed in a broader context; detailed research must be conducted, and more actions must be taken. Additionally, the longevity of a given enterprise on the market is also significant. Companies with a short track record have often not previously prepared a visual identification system – in such a case, it must be created from scratch. Conversely, businesses that have been in the minds of customers for years usually rely on established, consistent elements. A somewhat different approach is required here.
Number of projects
Throughout the entire process, various elements are created that can take different forms. The number of projects is one of the factors considered when preparing the pricing for the visual identification system. Some clients require a larger number of projects to be able to juggle individual elements depending on the occasion or season.
Time
All of the aforementioned aspects obviously correlate with the workload, and consequently, the time required. Beyond the design work, the entire process also includes analysis, meetings with the client, research, and making corrections. As the number of visual identification elements increases, the time necessary for work elongates. The more time-consuming the entire undertaking, the higher its implementation costs.
Summary – visual identification system
A company's visual identification system is a key element in building brand awareness. Through it, you present the audience with the brand's personality, mission, values, and history. A well-developed visual identification system is an investment for years. If it responds to the needs and preferences of consumers, partners, and investors, then your brand will be an intuitive, almost natural choice for them. What does a visual identification system consist of? The basic elements of a company's visual identification system are: logo, color scheme, and typography. The development of the system takes place after an interview with the client, a market analysis, and defining the recipient's needs. An individual approach is essential; therefore, it is difficult to establish a universal price list for a visual identification book.
