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Creative Branding
Visual Identity

A visual identity is how you dress the brand. And how you dress the brand influences what your audience thinks about the brand.

Brand image, or brand identity, consists of a set of visual standards, icons and symbols that identify the brand.

The visual identity includes everything from office / retail store design to typography. Here are some of most prominent visual elements to consider:

- Color scheme

- Logo

- Uniforms

- Signage

- Typography

- The layout and look of web, print, TV, and other media

- Ambient interior icons: A fresh-daily bowl of apples in every office

- Ambient exterior icons: Giant pink piggy banks

Visual brand identity

- Convention booth design

- Photographic style

- Vehicle graphics: Car / Van / Truck / Plane / Bicycles /

- Interior office design

- Architectural style

- Stationary: letterhead, envelopes, labels

- Packaging

Brand visual identity

Smaller companies will have a smaller list of visual identifiers, while large companies frequently have a design and usage manual.

Creative tip: Visual identity is just one aspect of a brand. There are other branding techniques that have a visual aspect, such as a brand character. Also, the brand's visual identity should be compatible with the brand's personality and story.

Brand visual identity

Above: This TV commercial uses a brand character and music to reinforce visual recognition and the brand message: Energizer batteries are powerful and long lasting - they keep going and going and going.