Corporate identity

Visual identification – creating meanings in the mind of the viewer

As such, visual identification means establishing identity, identifying an element with another element, feature, belief, idea, etc. Visual identification is a system of creating a brand in the minds of the audience. It is the conscious shaping of its image.

Visual identity undoubtedly builds the identity and awareness of a company, thereby distinguishing it from the competition and making it recognizable. And while the first contact is extremely important in the further perception of the company and the desire to use its offerings, it is the coherent, consistent and as comprehensive a set of rules for managing its image as possible that will translate most fully into the process of building its awareness. And this is what will make a company a brand.

Brand message – visual identification

We can consider visual identity as an elaborate system of communication.

The multitude of matching elements – signs-messages – creates a coherent whole. In addition to the obvious aesthetic value, the consistency of the message and its relevance is extremely important. The more areas visual identification covers, the greater its range of influence.

Most often, visual identification is seen as a system of graphic signs. It consists of, among other things:

• logo and logotype
• the color scheme adopted
• design – such as typography, i.e. the form of the message, such as typeface.

Elements that represent a brand by being part of its visual identity are primarily:

• product labeling
• the appearance of product packaging
• promotional materials (from polygraphic ones like flyers, banners to company gadgets)
• the appearance of the website and social media profiles (and everything published within them)
• corporate print and document signage (including business cards, letterhead, but also email footers and watermarking on photographs)
• signage of the headquarters inside and outside (signs, information boards)
• dress code of employees
• marking of company vehicles

Book of visual identification – book of signs

The development of the idea of visual representation and its individual elements, along with aspects (ways and rules) of their use, is written in a usually extensive document – a visual identification book, often functioning also under the name of a sign book (although these terms are actually more immanent to each other than identical). By definition, the corporate identity book contains the company’s strategy for communicating with the viewer with the whole background of described values, ideas and meanings. The sign book, on the other hand, refers more directly to the graphic, logo or logotype itself. In practice, however, the terms are interchangeable.

Employees of almost all departments of a given company should treat the mark book as the primary reference in their efforts to generate any communications. This is because in the book you can find guidelines for the functioning of the various elements of corporate identity – practical tips on how to present the logo, what are its acceptable color variants, indicated distances from other elements (maintained so that the logo always remains legible), what should be the minimum size of the mark, etc.

Corporate identity – profit policy

Visual identity, together with its components, directly translates into building trust among recipients. Consistent, attractive, relevant visual messages, present their sender in the light of a reliable, respectful of the audience and their needs, worthy of attention, or at least remembering – an entity. Human beings by nature strive for systematization. A chaotic and inconsistent message is likely to get lost in a flurry of other orderly visual communication systems. And a distinctive and memorable brand, by evoking associations and emotions in the audience, gains popularity. Increased interest in the offer, in turn, generates real profits.

How do you put it all together?

Wondering where to get inspiration from in developing a corporate identity system? A brand strategy will prove extremely helpful here. If for some reason you do not have it – it is worth catching up. You will gain a reference point for all your activities.

What should a well-executed visual identity of your company refer to? Here are some basic issues, the inclusion of which in the design of your image will make you stand out:

• history – how was your company established? Is it part of a family tradition, or is it only the fruit of your labor and personal dreams? Or did something happen that changed the face of operations? Tell us about it. Make yourself known
• mission, idea, values – outline the direction in which you are heading
• target group – speak in such a way that you will be understood. Without knowing the specifics of the target group, it is almost impossible to create a clear and attractive message for them. A universal message is sometimes ineffective – it hooks on pathos or, having to reach everyone, it reaches no one
• competitive advantages – what do you have that other companies in the same industry don’t? Maybe limited series of products? How about eco-friendly packaging?

Let yourself be experienced

Visual identity should not be a one-time flash. Once you make yourself known – let yourself be experienced. Don’t just show up once. Accompany.

Remember – building your corporate image is a process. The more attention and time you invest, the more you will gain.

The activities of interactive agency Re Ben Gesta cover various areas of branding, understood as building brand awareness in the minds of the audience. Development of brand strategy, key visual, or even a logo and logotype – these are our main proposals in this area. You should also familiarize yourself with the possibilities offered by a well-constructed, reliable marketing strategy – a starting and reference point on the way to the success of your venture as well.