Brand Visual Identity

The Brand Visual Identity is the collection of visual elements within an experience that convey what the Brand is and what it represents.

The key elements of a Brand Visual Identity include:

  • Logo: a symbol or word that represents the organisation
  • Colours: the primary and secondary colour palettes that are used within the interface
  • Typography: the primary and secondary fonts that are used for copy
  • Imagery: the type of imagery, illustrations and icons that are displayed
  • Visual Styles: a style that should be used consistently for example a marketing call out on banner advertising

What it provides

A Brand Visual Identity provides a definition of the visual elements that must be used within an interface. This definition is normally included within Brand Guidelines, but may also be an adaptation from existing guidelines for a new digital experience.

Developing a Brand Visual Identity involves working closely with key stakeholders who can express how the Brand should be conveyed to external customers. A collection of mood boards are developed that display a combination of visual elements and sample layouts. These mood boards are tested with stakeholders and consumers to see how well they capture the meaning and evoke the feeling of the brand. Design iterations occur until a Brand Visual Identity is agreed.