What is brand graphic identity and why is it so important?
Every company strives for recognition. This can be achieved through a series of measures, in which a creative and clear visual message plays a key role. Graphic brand identification is a set of various elements that not only complement each other, but also present the specific character of the brand and its products. It consists of:
- key visuals,
- logos,
- colours,
- typography,
- symbols
- shapes and forms,
- printed materials (posters, business cards, packaging, company letterheads, advertising leaflets),
- user interfaces for digital products (applications, websites).
A well-designed graphic identity for a brand is key to its effective promotion.
Intuitive brand differentiator
Although we try not to judge a book by its cover, we always do so subconsciously – and so do others! That is why we must ensure that our products have the right appearance – with the help of unique brand identity. In the eyes of the consumer, it should not be so much expressive and screaming "look at me", but rather noticeable and interesting, with a harmonious tone – "get to know me, it's worth it". The graphic identity of a brand must be characterised by a symbolic expression consistent with its assumptions. The values professed by the company are reflected in the graphic layer, creating the image and character of the brand – one could say that they draw its personality. The graphic identity of a brand is a distinctive feature in today's sea of brands.
Changes, modifications and new brand creations?
Brand graphic identity
does not favour frequent modifications – any changes to its principles should be carefully considered and analysed several times. In this case, every "improvement" matters! One of the most important concepts in defending the unique image of a brand is the visual identity book (brand book).
It is a collection of the most important conceptual designs, creating a template for further consistent and correct graphic identification of the brand. It may contain a variety of materials, and their selection always depends on the individual needs of the company.
A brand that has a well-designed brand book can be confident about its branding. The
future graphic identification of the brand
will be consistent with its existing visual communications. Clear guidelines on various visual aspects
contained therein effectively protect the brand's distinctive image. Accurate graphic identification of the brand depends on the recommendations and information contained in the brand book.
They suggest how to correctly use individual visual elements developed for a given graphic identification. Brands will always need a variety of graphic forms to create – business cards, posters, badges for new employees, and many others. It is easier to base new designs on an available set of recommendations and information about brand branding than to create materials from scratch.
Unrivalled brand identity
Outstanding brand identity should be the standard on which the visual identity of its products is always built! When consumers see a particular package on the shelf, various associations come to mind. Based on these, they make decisions about purchasing goods under a given brand. The competitiveness of a brand against similar products is extremely important. Brand identity determines consumers' purchasing decisions and slowly builds trust in the products sold under its name. Over time, the group of fans of a given brand will grow, and with it, the profitability of the company. Although each brand is based on different business foundations, they all share one characteristic – a strong desire to make their mark on the market. If you want your brand image to be based on a well-thought-out graphic identity that reflects its character, write to us! Together, we will create something unique.
