Elements of visual identity
The most important part of visual identity needs to be carefully thought out, because it is an element that will be present virtually everywhere – from business cards, envelopes, documents and brochures, to website, advertisements or huge billboards on urban surfaces.
It should have several variants, so that it can be adjusted to both horizontal and vertical compositions, and be adaptable to different needs and platforms.
Take a look at the logo we created for the Croatian Institute of Public Health in Primorje-Gorski Kotar County.
The most important entity when choosing a colour palette is that the colours selected are consistent and well-matched. The colours that accompany your visual identity will also determine the much wider use of colours, such as in website design, office decoration, etc. The colour choices must match the brand personality, just as…
The font of type that will be used in all your materials is also an important element of your visual identity; certainly, something that also must be aligned with the brand personality. For example, choosing a font type for a law firm probably won’t be the same as that for a kindergarten.
The Ludwig Dental Clinic, for which we did visual identity, chose royal blue shades as opposed to gold and pearl shades, woven into every promotional asset, from the name plate to the decorative bag. The typography is also elegant, aligning with the brand and the target audience.
What are accompanying elements of visual identity? They are, for example, textures used on envelopes or forms, business cards, or on a website. They can also be photos, carefully aligned with the entire style of your chosen brand identity. This section may also include illustrations and symbols.
The visual identity we developed for a franchise business featuring imaginative beverages, Bora Bora from Kuwait, included a series of cute symbols and illustrations, reminiscent of the “candy store” aesthetic, which is aligned with that particular brand.
Once the visual identity has been established, we document all its elements in a book of graphic standards, which is a set of “rules” for all current and future branding implementations that aim to display the same brand identity.