The role of a visual vocabulary in designing brand identity


Visual elements are an important part of designing your company’s brand identity. The keystone of this design is the logo, but in many cases the logo alone is not enough to convey all of your brand attributes. A visual vocabulary is a way to reinforce and add to the message contained in your logo.

A company’s visual vocabulary consists of secondary design elements that are

used in conjunction with your logo to form your brand identity. The visual

vocabulary is made up of font styles, colors, shapes, layout conventions,

backgrounds, photo library, word processors (like slogans) and even

type of paper you choose.

These items should be used consistently in your stationery set and

marketing materials and enjoy the following 9 advantages over using a logo and

text only:

o The elements of your visual vocabulary become a graphic language, which

your viewer deeper into your graphics and materials. They add visual interest and

continue to tell your company’s story. They are another way you can

communicate about your business with potential customers and prospects, outside of

the actual words and text about your business.

o Graphics in a visual vocabulary are a more effective method of communication

quickly understood that the text alone. A viewer can absorb the meaning of colors,

symbols, photos, shapes and even font types much faster than reading

text. So, in cases where time is of the essence – when marketing to be busy

people, creating animated graphics such as animations or advertisements or designing

items that people will quickly pass by, such as car graphics or billboards, this is a

important consideration.

o Many people have a deeper emotional connection to graphics than to

text. Customers will be more likely to create an emotional connection with your brand and

company if you use more graphics, instead of just using your logo and text on a

letterhead, business card, spec sheet or brochure. Color and photography are two of the

the most effective visual vocabulary elements to use to affect this emotional mark


o You can communicate some of your company’s “personality factors” by

your visual vocabulary. You can make your business more professional or

people-oriented, more contemporary or traditional or communicate one of your

company values ​​by varying the shapes, colors and fonts used for the environment

visual vocabulary. Thus, if you choose your vocabulary elements well, the story of

your company’s personality can be told through these elements.

o Use visual vocabulary consistently across all your business documents

will automatically make your documents more consistent, credible and

professional, through the repetitive use of coherent elements.

o The right combination of visual vocabulary items can also make your material

more catchy. When your materials compete with others – in a pile

proposals, on a table with other brochures or even a postcard coming out of a

crowded mailbox – they will have a better chance of being noticed when they are

designed with stunning and unique visual vocabulary elements.

o Forty percent of viewers remember the visuals best. A visual vocabulary

also increase the memorability of your documents, because people will have more

visual elements to retain in your media.

o Elements of the visual vocabulary can reinforce your logo to help speed up the

process of building brand recognition. A common way to do this is to use a

a large version of the company logo, or part of the logo, watermarked on the

letterhead, business card, envelope or website. Not only this vocabulary

The item effect adds visual interest, but it will help speed up the time it takes to

your potential customers and existing customers to recognize and remember your


o A visual vocabulary becomes a toolbox from which you can easily extract

elements to create new marketing materials. If you have a business card and

brochure and need to create a postcard quickly, then several of your visual elements,

such as color scheme, font styles and even layout and photography choices can be

pulled from existing marketing materials and rearranged to create a new piece.

This is especially handy when you have little time or a small budget to produce

new marketing materials.

The bonus feature of a visual vocabulary is that when you make a

promotion, the launch of a new product or the extension of your services or your range of products, you

can vary elements of the visual vocabulary or even develop a new set of

vocabulary items, to make your new promotion material stand out.

While consistency throughout a campaign is important, the elements of your visual

the vocabulary is not as immutable as your logo. This is particularly effective when you

work only with the colors and drawn elements and leave the text and slogan

identical treatments. This way your materials will still be partially compatible with

your other business documents, but you can donate your new product or promotion

materials a voice of its own.

Adding visual vocabulary elements to your brand identity makes

communicate with your audience easier, faster and more emotionally charged.

This gives you a very effective way to increase your visibility and recall.

When used correctly, they can also boost your credibility. They can even help

add personality to your brand identity and can do future marketing

materials easier to develop. And, unlike your company logo, you can change the

visual vocabulary items that you use from time to time to spice up your business


Source by Erin Ferree

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