Visual identity is a collection of elements that visually represent a brand. It refers to any visual components that a brand uses such as brand colors, logo, and imagery that help people recognize and remember a brand.

Having a harmony of these visual components creates a cohesive and aesthetic brand that boosts brand recognition.

So, what makes a great brand visual identity?

Propriety
Are your visual elements appropriate to your target audience? It’s very important that when creating your visual elements, you have to think about your target audience. Make sure they are well-suited to them. Your visual elements should also evoke the right emotions.

Uniqueness
Every day hundreds of new brands emerge. Thus, it is definitely a huge challenge to stand out. Make sure that your visual elements are unique and that you stand out from your competitors. Make it memorable and easily recognizable so your target audience will remember your brand.

Simplicity
“Perfection in design is not achieved when there is nothing more to add, but when there is nothing more to remove.”

Simple designs are good designs. Complex and complicated designs become confusing and distracting for your audience. Your visual elements should be simple so it promotes clarity.

Classic
As business evolves, brands also evolve and so you want to make sure that you create a visual brand identity that is classic and timeless that can stay relevant through time.

Practical
Most importantly, your visual elements should stay practical and functional even when used in different mediums either in print or digital. For instance your logo, your logo should remain readable even when scaled smaller.

Your brand identity should all represent your brand voice, personality, core values, and your brand promise. Using consistent and cohesive visual elements will help you to get your message across as a brand.

All these will help boost your brand awareness making you more memorable as a brand.