Branding & Visual Identity

Branding & Visual Identity

Visual Identity

Branding and visual identity are all around us. Look closely, and you'll find them on websites, product packaging, and different types of advertising. Even personal items, like documents and business cards, bear some form of identity.

Branding is what other people think—about you, your company, your product, or your service. Visual identity is what that brand looks like, from your logo to your color choices and so much more.

Visual identity is kind of like a preview of your brand. Each part of your design is a clue that tells the viewer what they can expect. Your aesthetic can be traditional, modern, or a little more out there—every brand is different. No matter what, all of your design elements work together to show exactly what your brand is about.

Some companies use an actual style guide to keep their brand looking consistent. If you're just getting started with design, it's OK to take a more casual approach.

The main components of visual identity are logo, color, typography, and images.

 

Check out UCF's Brand Guide Site!

You can find everything pertaining to the UCF Brand and Visual Identity: https://www.ucf.edu/brand/

 

The Logo

A logo is what identifies your brand using a particular mark, type design, or both. The most effective logos tend to be fairly simple—something viewers will recognize and remember.

Every element of your logo contributes to your brand identity, including your font choice, colors, and other imagery. Change even one of these elements, and it can have a big impact on the way your brand is perceived.

Check out this fun, short animated film made entirely of logos! (Language Warning)

Logorama(2009):

 

Brand Color & Typography

Brand Color

Color helps define your brand in a very powerful way. Not only does it make a strong impression on the viewer, but it also creates a sense of unity when used across multiple projects or platforms.

There are lots of ways to use brand colors. Just be careful not to go overboard or ignore widely accepted design standards. Good color use is all about moderation.

Avoid common pitfalls, like colors that vibrate or distract viewers from your work.

 

Brand Typography

Text is one of the simpler aspects of identity, but it can be surprisingly expressive. All it takes is a different font, and you can subtly (or not so subtly) change the entire feel of your brand.

Most brands choose two to three fonts—often inspired by the logo—for basic, everyday use. Creative fonts should also be chosen with care and should be a reflection of your unique visual identity.

Your font choice should complement your brand, but still be current and professional.

 

FONTS TO AVOID: