The first thing that catches attention about a brand is its visual design. When something is visually appealing and grabs our eyeballs, we stop and take notice.

Your brand’s visual identity is the collection of visual elements that translate the mission, purpose and value of your brand to your customers. That includes a logo, brand colours, visual language, fonts and content.

The right choice of colours can set the perfect mood right off the bat. When we see a colour, our brain instinctively attaches a particular meaning to it. This is called the colour theory.

For instance, the colour red is typically used to give a warning, so the moment you see it, your brain is fully alert. Text in green is typically used to deliver good news.

In another environment, blue and red could be used in combination to indicate hot and cold.

Begin by picking the right set of colours and harmonies to represent your brand and the emotions you want to evoke in your audience.

Your logo is similair to a profile picture. A good look is one that represents your brand and is easily recognisable. Your logo should:

• Be simple and clean
• Capture your brand name and messaging
• Feature colours that evoke the desired emotion
• Represent your business accurately
• Be timeless

When creating your logo, you should keep the future in mind. You shouldn't design your logo based off trends at that time or what is current, keep it clean but modern that will be timeless.

"But I've seen logos change", you say? They do, but good logos will only tweak. For example, think of the McDonald's logo. It has slightly changed over time yet it is still the same logo when you look at it and their customers still automatically know it's them.

Typography is something that’s not obvious to everyone. A great way to improve the visual aesthetic of your brand copy is to use fonts and typography that can spice things up.

The human brain processes, understands and categorises a lot of visual information. The way your text and visual elements are displayed can have a huge impact on your audience’s decision to pay attention to your brand.

Different colours, weights and sizes can point the consumers to the most crucial places right off the bat.

The use of visual elements can help your audience to understand the information easily and quickly. There are several ways you can visually express your brand’s purpose, identity and intent.

The visual elements could include photos, icons, data presentations, motion graphics and videos. Including these elements will make your brand appeal to everyone and create an enjoyable user experience. Make sure your brand presents information in a way that’s consistent with your brand style.

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Your brand’s visual identity is a very important pillar of building a brand. If you need help with improving your brand identity, we’d love to hear from you.