When it comes to branding, potential customers feel that what you see is what you get. What you see is the brand's visual identity.

Visual identity is the impression you create through visible elements of your brand. Images are powerful because they speak on an emotional le...

Visual identity is all the graphical information and is used to express who a brand is, from the logo to the interior design of a store. The visual identity comes together in a brand style guide, instructing how to represent the brand visually.

The purpose of visual identity:

Brand identity expresses everything that makes the brand what it is, including visual identity, non-visual elements such as brand voice, copy editing guides, mission statement, core values, etc.

Visual identity expresses who a brand is on the outside.

The building blocks of a visual identity creates a cohesive meaning.

• Graphics are drawn or designed pictures. It could be as simple as shapes or more complex, such as logos, icons, illustrations, and animations.
• Typography is the shape or style...

Graphic design often acts as a roadmap for keeping brand visuals consistent and aesthetically pleasing.

• Logo and branding design is the centre of a visual identity. A logo is the symbol for a brand and informs many of the graphics, colour and typography choices.

1. Define your brand identity, as this should guide the visuals. What is your mission statement? And core values? Who are the buyer personas? What is your communication style?
2. Be familiar with the six elements of design.
3. Tell a compellin...