Visual Identity

Posted in Marketing and Strategy Terms, Total Reads: 3013

Definition: Visual Identity

Visual identity comprises of visible elements of a brand such as its color, shape, size etc. which captures and conveys the symbolic meaning of the brand. It expresses the values and ambitions of a brand and its characteristics.


• It helps to improve its visibility and increase recognition

• It contributes to the brand’s image and reputation

Integrated components of a brand’s visual identity are: Logo, brand name, website, business card, packaging, letterhead etc.

A visual identity should be designed keeping the target audience in mind. An effective visual identity can increase a user’s experience. Also continuity must be established among the various designs in a visual identity.


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