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The terms " logo " and " brand " are used interchangeably by many today, so let's take a closer look at what the brand identity system really is.

If you're starting a business, you've probably searched for the word "Logo" and obtained results with the term " Brand " and vice versa. Depending on how much research you conduct, you may come across the terms " Brand Identity " or " Brand Identity System " more and more. A brand's visual identity is a brand's graphics card. It is a collection of consistently designed elements that work together to create the way you perceive this brand visually. These elements come together to paint your brand look in business cards, websites, flyers, posters, brochures, banner ads, newspapers, social posts, packaging, gadgets and more.



Today we like to impersonate brands because of our relationship with them, so using this theme, let's identify the Brand Identification System in the form of a person. Successful brands typically share common human characteristics that begin internally, with vision, values ​​and purpose, and mission. These human qualities translate from person to brand. Brand identity, we need to be a little more creative. The brand identity system is a visual representation of the brand. So, how this translates into a person, there will be a visual representation of that person (their appearance).

The first thing you see when you look at a man is his face. For a brand, it is a logo, therefore the logo is said to be the face of the brand. After her, everything you see visually creates the rest of her visual identity, such as her hair, body, clothes, makeup, accessories, shoes - their style and colors. So is brand identity after - logo, which is made up of shapes, typography, color palette, blends, image style, icons, graphics, characters, and animations. Just like in life - identity is more than a face.

When you observe a person, you see their broader visual identity. Remember that you shouldn't judge a book by its cover. As humans, however, we quickly make decisions based on appearance or a broader visual identity, at least until we decide if we'd like to learn more about them. The same goes for brands. A logo shouldn't be all you have, as you likely aren't visually expressing your brand in a way that helps your audience make that decision. If you don't have more of your brand visually, you're likely missing out on perpetuating your audience's mind.

Karolina Eljasz 

Visual Identity: What It Is and Why It Matters for Your Brand

07 April 2022