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Visual identity

 

A brand’s visual identity can be defined as what the consumer pictures in their mind when they hear the brand name.

This includes the logo mark, but is also much more. A visual identity encompasses all visual inputs that can be associated with a brand. Some major examples of such inputs would be: color treatment, interior design and atmosphere website, print collateral, packaging, and advertisements.

First, a corporate visual identity provides an organization with visibility and “recognizability”…

Second, a corporate visual identity symbolizes an organization for external stakeholders, and, hence, contributes to its image and reputation…

Third, a corporate visual identity expresses the structure of an organization to its external stakeholders, visualizing its coherence as well as the relationships between divisions or units…

A fourth, internal function of corporate visual identity relates to employees’ identification with the organization…

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