Visual identity is the complete system of visual representation which produces recognition of a particular company or product by consumers in the market.
Visual identity is the totality of techniques you use to project the image you want. Visual identity includes emphasising your company’s unique qualities and should relate to your needs and the demands of the market.
By integrating all visual elements, a unique image (identity or brand) is defined, making you more recognisable and better positioned in the market.
Brand is not the same as identity. It is formed by clients or consumers.
Brand is your consumers’ impression of you, or your company product or service. That reputation is a function of the sum of your visual identity (of which your logo is an important element), the messages you send, the quality of the product or service you offer and everything else you do. Thus a brand cannot be created by you or your designer. It is different in that only the public can create it.
If you have a problem with recognition, you need an image.
The more recognisable a product is, the more likely consumers are to choose it over similar products made by other companies.
The first impression is formed in seconds
In today’s modern business environment, it’s very important to be identified. The role of visual identity is to create the first impression a company makes on its potential clients, investors and partners. It reflects all that a company really is and everything it wants to tell its clients.
Without a well-conceived and well-applied visual identity, your company will not be able to stay competitive in the market.Što je proizvod prepoznatljiviji, to je veća mogućnost da ga potrošači odaberu između sličnih proizvoda drugih preduzeća.
Basic elements of visual identity
• Company name
• Logo
• Colours (definition of characteristic colours)
• Typography
• Design of business cards and stationery
• Web site which reflects the business profile of the company
