Visual identity vs. brand identity: What you need to know

Brand identity is the overall perception of a brand by its consumers. It is created through a combination of factors, including the brand's mission, values, personality, and visual identity. Visual identity is the visual representation of a brand. It includes the brand's logo, colors, typography, imagery, and overall aesthetic. On the one hand, brand identity is a holistic expression of everything that makes the brand what it is. It includes visual identity along with non-visual elements such as a brand voice, copy editing guides, a mission statement, core values, etc. At the same time, visual identity is a distinct discipline that involves a different thought process and approach from brand identity as a whole.

In other words, brand identity is what a brand is, while visual identity is how it looks.

Here is a table to summarize the key differences between visual identity and brand identity:

Examples

• Visual identity: The Nike swoosh logo, the Coca-Cola red color, the Apple typography, and the McDonald's golden arches.
• Brand identity: Nike's brand identity is built around the idea of performance and excellence. Coca-Cola's brand identity is built around the idea of happiness and nostalgia. Apple's brand identity is built around the idea of innovation and creativity. McDonald's brand identity is built around the idea of convenience and family fun.

Why are both important?

Both visual identity and brand identity are important for a successful brand. A strong visual identity can help to make a brand more recognizable and memorable. A strong brand identity can help to create a brand that consumers trust and connect with.

When visual identity and brand identity are aligned, they can work together to create a powerful and cohesive brand experience for consumers.

Here are some tips for creating a strong visual identity:

• Make sure your visual identity is consistent across all channels, from your website to your social media to your physical marketing materials.
• Choose visual elements that are relevant to your brand and target audience.
• Use your visual identity to create a unique and memorable experience for your consumers.

Here are some tips for creating a strong brand identity:

• Define your brand's mission, values, and personality.
• Create a brand voice that is consistent across all of your communications.
• Tell your brand story in a way that is authentic and engaging.
• Build relationships with your customers and create a community around your brand.

In short, brand identity describes who a brand is on the inside whereas visual identity expresses who a brand is on the outside. By following these tips, you can create a strong visual identity and brand identity that will help you to build a successful business.