The beginner’s guide to build a smart visual identity

A business’s identity is created through its brand which sets it apart from all the competitors. A brand is the first thing a user will notice about your business. That is why it is imperative to spend a considerable time and effort on it. The brand is created by establishing a visual identity that uses many elements for this purpose. These elements include- a logo, color palette, typography and so on.



What is visual identity?


It is the company’s brand or identity through which users recognize it. The elements used for visual identity use various channels to spread the company’s mission and message. The main goal of having a brand is to let the consumers know the objective of the business.

If you want your visual identity to deliver the intended message, keep these points in mind:

  • It should tell the users what the business is all about.
  • The design used in all the elements for creating a visual identity must have uniformity.
  • It needs to resonate with the goals and objectives of the business.
  • The designer needs to make sure that he designs the elements keeping in mind the requirement of the business and consumers it will serve.
  • Show exactly what your product/service offers the consumers. If you exaggerate or claim something that is not true, it will hurt your reputation. The reason is simple- a consumer who has been lied to is worse than unsatisfied one.


Here is a guide that will help any beginner in creating a visual identity:


  1. Detailed knowledge about the company is necessary


Visual identity is all about creating a brand, and brand is all about serving the consumers. If you want your customers to connect with the brand, you need to design elements according to them.


For this, the designer needs knowledge about the following:-

Audience: the designer should ask the company to provide all the things a user expects from them. Once you know what the audience is looking for, designing the elements that inform them about the same becomes easy.

New brand or updating the old one– The designer needs to know if the visual identity creation is being done for the first time or it is been rebranded. If you are rebranding, talk to the consumers and the staff and figure out what went wrong the first time and what you need to do.

Competition: Monitoring the competition is crucial as it helps to avoid making the same mistakes they did. It also aids the designer to not use the same strategies that they used. This is really helpful when you want your brand to stand apart from everyone else.


  1. Having a logo is a must


One of the most important tools for creating a visual identity is a logo. It is the one thing that can make or break a brand and is also the hardest to get right. There are many free sites that can help you in creating a great logo- Canva is one such site.


Some pointers for the same are:

  • It should be unique and simple
  • It should resemble the business and delivers its core message
  • It should not be complex otherwise target consumers won’t remember it.
  • Make sure that the logo follows the theme and color scheme chosen for branding purpose.
  • Use of color and font should be minimal.
  • Place your logo on every channel whether online (website, social media accounts etc.) or offline (pamphlets, brochure, business card and so on)


  1. Decide a primary and secondary color palette


Decide a primary color palette that has enough colors that do justice to your business. You should also make sure that only color mentioned in it is used for designing all the elements. A secondary palette that consists of complementary colors should also be decided.


  1. Typography- readable but stylish


The kind of font you use on your elements is another important factor that makes or breaks the visual identity. If the typography used is not readable or boring, it won’t be of any use. So, use fonts that people can read, but also keep experimenting. Select a family of fonts that are different, stylish but visible; don’t just use the common ones like Arial. You can even invent your own typography as Coca-Cola did.


  1. Size matters


The designer must be clear on the size of the font for both primary and secondary text. The size should be such that the customer can read it on various elements from a safe distance.


  1. Make a guideline


The best way to make sure that your designer has enough knowledge for creating a visual identity is by making a guide. A guideline consists of all the instructions that you want the designer to follow. It must include:

  • Details about color schemes/palette
  • How you want the logo
  • Details about size and typography
  • The type of images you want
  • Whether to use stock images or original one and so on.


I hope that these tips will set you on the path for creating your visual identity. A brand is very important for you to succeed, o make sure that you work on it hard. If you think I missed something, let me know in the comments below.

Author Bio:
Prince Kapoor is seasoned Marketing Analyst and Blogger. With his skills, he has been helping fellow marketers and brands worldwide. You can reach him out on

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