In today’s competitive market, establishing a strong brand presence is crucial for businesses aiming to stand out amidst the noise. A study by Nielsen found that 59% of consumers prefer to buy new products after doing and in-depth research about the product and the brand online. Another 59% of consumers would prioritise product purchases from brands they already know. Which puts emphasis on the importance of brand recognition.

Understanding Brand Visual Identity

Integral aspect of brand development is crafting a distinct visual identity. A report by Venngage states that 90% of information transmitted to the brain is visual, highlighting the power of visual elements in brand communication. Far beyond just a logo or color scheme, brand visual identity encompasses a range of elements that collectively communicate a brand’s essence and values to its audience. Let’s delve into what brand visual identity entails and why it’s indispensable

The Key elements of brand visual identity


The cornerstone of visual branding, a logo is a graphical representation of a brand’s identity. It’s often the first element that comes to mind when people think of a brand. We all think the little bite in an apple when we think ‘Apple’. Or four interlaced circles when you hear ‘Audi’. And there’s a statistical reason as to why companies shoukld really put thought into their logo: Vangage research states that human brain processes images 60,000 times faster than text, and roughly 90% of information we ‘digest’ and store in our brain is visual. Meaning – logo, colour and graphics and imagery when it comes to brand identity.

Color Palette

Colors evoke emotions and associations, making them powerful tools in branding. A consistent color palette helps in reinforcing brand recognition and establishing brand personality. And knowing what color triggers which senses can help you steer the brand visual identity and colour palette in the right direction. Red triggers alarming / attention grabbing feelings. Green / teal / blue – calming, confident, cool effect. Yellow will give the sense of warm, positive and welcoming feeling. And when the knowledge about colour and human response to it is appleid to brand identity – it can be great help to unlock the corresponding emotions to the target audience.


Fonts play a significant role in conveying a brand’s tone and personality. Whether it’s sleek and modern or traditional and classic, typography adds depth to brand communication. There’s no wonder tech driven companies such as Google / Apple / Spotify use simple and clean fonts such as Sans Serif and when you think newspapers such as Telegraph or The New York times logo – their font is Serif dating back to the printed content era where letters were perceived better because of those tiny little edges on each letter which is the main characteristic of Serif font.

Sans Serif typography
Serif typography

Imagery, graphics and design elements

Visual elements such as photographs, illustrations, icons and even patterns contribute to shaping a brand’s visual identity. These elements should align with the brand’s values and messaging. Depending on compani’s primary purpose these might vary – for some – digital assets such as insta posts / videos / graphics / statistics might be key to deliver their messaging. Whereas for some it might be more physical presence of a brand such as product packaging or even a print and pattern on a coffee cup. And when consistency for the use of graphics / imagery / video treatment or product design – it helps to deliver the brand identity in a more memorable manner. Starbucks stores look alike in every country. The tone of their photography is always the happy / warm feeling. The graphics are consistent across all stores. And that is great brand delivery in action. A polished visual identity signals professionalism and reliability, instilling trust in consumers and enhancing brand credibility.

Brand visual identity

The visual expression of a brand’s personality – it embodies visual identity, values, and offerings. Research by Colorcom found that 92.6 percent said that they put most importance on visual factors when purchasing products underlining the significance of brand visual identity. It is a vital tool for differentiation, recognition, and emotional connection with consumers. By investing in a cohesive and compelling visual identity, brands can strengthen their position in the market and cultivate lasting relationships with their audience.