The visual identity is incredibly important. It’s what all users see first – before they’ve read a word about it, seen any products, or listened to a sales pitch. An optimal visual identity creates instant credibility, signals your personality, and begins the work of shaping a positive perception.
Visual identity is more than a logo; it is an overall visual concept that unites the design of all your communications, from a website, to print materials, to video, to billboards. The goal is to create a visual identity that connects to and reinforces the perception you are trying to create in the mind of your target audience. It is bringing to life an idea in its visual essence.
Effective visual identities should:
exhibit character and personality
not need to show what you do
translate well in any medium because it is adaptable