The power of visual identity


Last week, we wrote about the importance of branding, and we explained the differences between brand, visual identity and logo. We explained how these differences can be crucial to the perception of a company by its marketplace.


To remind you, visual identity is a set of visual aspects that work together to comprise the identity of a brand. In other words, color, shape, font, symbol . . . all the elements, that, when combined, form a  recognizable company brand image no matter where it’s seen.


This is particularly noticeable in the worlds of film and TV.  Sometimes a character’s traits are so offensive that they become a part of that character’s visual identity.


So you can see what we’re talking about, here are some examples in which only the visual identity is used to illustrate a poster and convey the message.





To identify the source of the poster you need only see the colors and the symbols used in it!


Now, the brands shown below practically exhaust the possibilities of visual identity. All the companies’ communications formats take advantage of elements that embed the identity message into the minds of consumers.


As a result, they are so clearly their companies’ visual identity they can be applied to literally any product and the brand will be recognized.


So that’s it. Now you have a good idea of the importance of visual identity in business.


Create a strong visual identity for your company, exhaust the possibilities, and in your communications always involve its elements, because the more you use them, the more your company will gain market share.


And so, when you create a presentation, the same rule will apply. It’s not an option – your presentation must conform to the visual identity your company has created. If it does, it will convey in kind of a subliminal way what a thousand words couldn’t: who and what you represent.