How often do you recognise a product from a distance of several meters only on the basis of the colour of its packaging or the shape of its logotype? Do you sometimes guess the brand of a new product on the shop shelf only on the basis of its packaging design? This first impression and association with a specific brand may be elicited from consumers thanks to visual corporate identity, which is an appropriate combination of coherent elements, such as the logo, colours and font.
The importance of visual identity in building brand recognition.
Corporate visual identity is the basis of good marketing. It has been used for long by the largest and the most widely recognised concerns. It is being more and more often appreciated also by smaller brands, which want to create positive associations for their customers and distinguish their products from among hundreds from other, often similar, products on the shop shelves. It goes without saying that the popularity of a brand depends mostly on the quality of its products, but it is often difficult to convince a larger number of consumers of this quality without a coherent and intriguing representation. This is why so much attention is paid not only to packaging but also to visual identity, which makes it possible to properly mark and decorate the packaging.
Creating a logo to get started
A logotype is the basis of visual identity and a point of departure for the process of its creation. It is usually the company symbol or name, often in combination with its advertising slogan. It is of key importance for this element to be really characteristic for the given company and to make it possible to recognise the company at the first, even very quick, glance. This, in turn, is supposed to create associations with the products or services of the brand. An idea for such a sign is sometimes more competitive than its form.
There is no need to spend much time on wondering how it works. It is enough to think about the yellow logo of a certain popular fast-food restaurant, visible on the horizon of every road in Poland, which is clearly associated with this specific restaurant and brings to mind its menu, or about the bitten apple, which is the logotype of probably the most popular producer of computers and telephones, evoking associations with professionalism or love for modern technologies. Thinking about these examples, it is easy to understand how important a logotype is and what role it may play in building brand awareness.
Colour selection and visual identification
Colours constitute another important element. In order to make visual identity coherent, colours in the logotype should be also used on the packaging and even on the clothes of the staff or on business cards. It is easy to guess that bright and vivid colours evoke positive associations in customers’ minds, while dark colours may, on the one hand, create a solemn atmosphere and, on the other hand, create an impression of elegance. It is worthwhile to refer once again to the yellow logo of the fast-food giant and the specific shade of red on the cola label, or colours associated with mobile telephony operators functioning in Poland, which make it possible to recognise their advertisements from a distance.
Type of font, or tailor-made letters
While speaking of visual identity, it is also necessary to mention fonts, which may be so unique as to distinguish individual brands from one another. Characteristic letters in the logotype and advertising materials may attract the attention of consumers as effectively as colours and help them identify the brand of the given product. It is enough to mention the easily recognisable “written” font on the aforementioned label on cola bottles or straight, but multi-coloured, letters in the logotype of the most popular Internet browser. By the way, the latter has undergone a significant evolution, choosing a minimalist form, which is as easily recognisable as the previous, less visually simplistic, versions. This example shows that it is good to refresh even those elements of visual identity that have a firm place in the awareness of customers, so as to keep their interest in the brand alive. But rebranding is a topic that merits a whole new article.