The visual identity tells what is not being said in words. The symbolism gives your target audience a first-hand impression of this brand.
What is a visual identity?
The visual identity is based on the meaning of symbols and the information a viewer picks up by simply looking at the logo or graphic elements found in publications, advertisements or other places. The symbolic meaning will give the viewer an impression of your business without you saying a word.
Typically, the visual identity needs a brand guide to be developed to provide guidelines for how the brand should be represented in all situations and at all times. By adhering to the brand guidelines, the visual identity evokes emotional impressions, unites all parts of the business and tells the viewer about the basic information associated with the brand.
Why is visual identity important?
Visual identity is based on the meanings of symbols and the information that a viewer perceive by just looking at the logo or the graphic elements present in publications, ads or other places. The symbolic meaning will give the viewer an impression about your company without even saying a word.
Typically, the visual identity needs a brand style guide to be developed in order to provide guidelines to how the brand needs to be represented in all situations and times. By sticking to the brand guidelines, the visual identity evokes emotional impressions, unifies all parts of the company and tells the viewer about the basic information connected to the brand.
The difference between visual identity and brand identity
While brand identity encapsulates everything about a brand, the visual identity is only about what is visible. Your tone of voice, text writing guidelines, mission, vision and values are not defined through visual identity as these terms often follows the first-hand impression of the visual elements.
Visual identity is a craft and a discipline involving graphic designers and creative directors. The visual identity tells the story of the outside of the brand while the brand identity tells the story of the inside.
Basically, the visual identity is the language which speaks to the target audience. The tone of voice tells the further story of the brand, but it is important to see the difference between the first-hand expression and everything that follows.