The need for visual identity
Using a visual symbol to mark a company's identity has been an idea for millennia. Egyptian remains indicate that they marked their herds of animals with a symbol. In modern times, with the emergence of businesses, the role of visual identity has expanded, and the value it can capitalize has become increasingly important. It can be said that, over time, what makes a company good or bad, is encapsulated in a unique combination of three elements from which visual identity can be built: the symbol, the letter with which the name is written and the color.
The role of visual identity in brand design
Identity answers questions that customers and consumers ask about a business or a product: How does it make my life better, why should I trust this business, why should I care about this product, what category does it belong to, what message does the name of this business convey, etc. In this way, a strategically drawn visual identity puts the brand strategy at the forefront, which is the sum of the important answers a company provides about it and its products.
Therefore, in a branding or rebranding process, the visual identity design stage begins only after the end of the brand strategy stage in which defining information about the business or product is established: the idea of the brand, the promise of value, the values, the differentiators of the business. Based on the strategy, the decision is made whether the design of the visual identity will address a facelift (adjustment of the existing identity), a solution that expresses a new stage in the evolution of the business or even one that indicates that the business is revolutionizing its industry.
When you know that a visual identity does its job
A strategically drawn visual identity has the following aspects in mind: To clearly state the value promise that the business makes to its customers
\ Stand out in category/industry
\ Let it be memorable
\ Easily identify what the business is about
\ To express confidence
\ Be adaptable to any media (print, digital, video, etc.) and to any size.