Visual Identity is made up of all the symbols, marks and graphics applied to create a corporate design of a given organisation and differentiate it from competitors. The main components of Visual Identity are a logo, corporate typography, and colour palette. These elements have a great impact on other visual parts of corporate image. One of them is the general look of company documents.
It refers to different types of documents, specifically their colours and formats, as well as the shape, setting and layout of any text included. Contracts, business cards, calendars and notebooks, tender and bid documents, company photos, envelopes, or writing paper belong to the category as well. Products such as leaflets, files, folders, advertisements, posters or boards and other promotional/ information materials should also be mentioned here. Additionally, it is worth to remember about gifts and gadgets, like mugs, cuddly toys, pens, lighters, lanyards and others.
The further components of Visual Identity are seals, rubber stamps, or company car wrap advertising. In case of production companies, the package design is also considered as a constituent of company image. Such aspects as dress code and premises’ interior/exterior design should be coherent with the strategy, along with door plates, flags and banners, the shape of reception desk or furniture, such as chairs, which can complete the image.
Creating a thorough and consistent corporate identity of a given brand (product, business, institution, event) poses a challenge for every professional graphic designer. That is why, while choosing the best expert for this task one should pay attention to their education and skills. Education in graphics or arts may not be enough- the background in marketing is equally important.
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