Visual Identity

Visualization techniques have been used by athletes to help focus on their strengths, build confidence and improve performance. Golf legend Jack Nicklaus was famous for using mental imagery to visualize his swing and even the trajectory of the ball before play. Strong visuals can help athletes achieve their goals and improve their game, along with hard work and a solid foundation of practice. Just like visualizing helps build better performance for athletes, so can visuals strengthen your brand.

When you close your eyes, how do you envision your brand? What colors do you see? Is the font a script, or maybe bold and big? Part of building your brand is learning to convey the values and personality of your business through visual elements. Visual identity amplifies the intended message of your brand so that customers want to learn more and follow along your story. Let’s talk about some of the basic elements of visual identity.


Research suggests that between 62 to 90% of consumer decisions are based on color. Okay, now don’t freak out. Keep it simple to start and remember what your brand is trying to convey. Luxury products could benefit from flashy metallics, or a sleek black theme. Or maybe your brand is all about energy and would look best with a bold red, or orange. A good rule of thumb is to stick with 1 to 3 primary colors and a couple of secondary colors (yes, black and white count).

Don’t let this mass quantity of logos intimidate you, your brand’s unique vision will shine through with yours.


Your logo is the main way to convey what you do and the best imagery that will stick in your customers’ minds. Everyone knows that Twitter has their bird, a play on the brand’s name and it’s purpose of communication. The logo is more a combination of things: your color palette, font type and brand design. It can also evolve as your identity does. Who remembers the old Apple logo?

Font Type

Beyond what words actually say, the font chosen can impact your visual identity in a big way. Imagine a funeral home that uses hot pink Comic Sans MS font. Who would take them seriously? The best thing to keep in mind is don’t confuse your customers. If you aren’t finding a font that perfectly fits your brand, never fear! There are plenty of businesses out there that can custom-build one for you.


Every photo that you use for your brand should be on-theme with the rest of your visual identities. Some companies will choose all black-and-white photography, or a sepia-tone, which was quite popular a few years back. Some good questions to consider are: Do you want people in your photos? Should you see their faces? Are photos posed, or dynamic? The possibilities are endless.

Now that you have your brand identity, you need to use it! Without implementation, a great brand doesn’t mean much. A great way to implement your new brand is to give it a voice. You know how your voice sounds and how your brand looks, so now let’s show it to the world. A great way to do so is to start blogging and to get your brand on social media. This is how you develop consistency within your brand that will reverberate with your consumers through every touch point.

Is there a brand’s visual identity that you admire? Leave me a comment below and let me know! Personally, I love GoPro’s brand visuals – they blow me away every time!

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