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Visual identity vs. brand 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.

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Visual identity

Visual identity

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:

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The elements of visual identity

The elements of visual identity

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...

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Visual identity is what you see

Visual identity is what you see

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...

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Graphic design and visual identity

Graphic design and visual identity

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.

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How to design a visual identity

How to design a visual identity

  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...

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Visual identity can help to tell your brand's story.

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The actual execution of what your core values are, a demonstration of your personal mission statement, is crucial. If your daily actions, practices and directives do not match up with what you have envisioned, they are useless.

A mission statement provides people with information on who ...

Identity and our values

Identity and our values

Identity is mainly concerned with the question: “Who am I?” What does it mean to be who I am?

Identity relates to the values that guide the choices we make (relationships, career, etc.). These choices reflect who we are and what we value.

A Strong Strategic Vision For Strong Scaling

A Strong Strategic Vision For Strong Scaling

By establishing core values, you give your organization comprehensible guidelines for every decision. These are the norms of a company’s culture and should be stated in a succinct, realistic sentence. eg: “Practice what we preach.”

You should also make your company’s missio...

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