Visual identity is the physical aspect of a brand in the form of images, graphic information, and particular visual characteristics so that audiences can see and differentiate one brand from another. Visual identity is not the same as branding, but is part of a brand ecosystem. If interpreted in the form of a diagram, it looks as follows:
As can be seen from the diagram above, there are visible and non-visible elements in a brand ecosystem. Visual identity is a visible element, which includes Logo, Color Palette, Typography, Layout and Composition, Pattern, Icon, Illustration, and Photography. Click here for an example of its implementation. The visible element is vital for first impressions and ensuring the audience can easily recognize and recall the brand. In this case, consistency and differentiation are crucial for effectively communicating the brand’s messages.
If we compare it to a human, visual identity is your physical characteristics, while brand is your personality.
Branding is a non-visible element, which includes Brand Name, Brand Story, Brand Personality, Brand Strategy, Brand Promise, and Brand Purpose. Non-visible elements relate to how internal and external perceptions of a brand are. Here at play are psychological aspects, such as emotional connection, loyalty, and authenticity. We can also use branding to align the team with the brand’s vision and long-term strategic direction.