A visual identity is a certain (graphic) style that is related to an entity (e.g. a company, instition, brand, event or even an individual) that is meant to create a continuity in the presentation of that entity. The goals of a visual identity are:
-Recognition of the entity
-Sign of continuity and professionality
-Expressing the identity of the entity
Recognition of the entity is a really important aspect of visual identity. Due to the recognition of a Visual Identity, people will immediately associate what they see (for example a store sign) with earlier experiences with this entity (for example a commercial). Continuity creates a feeling of reliability and trust and expressing the entity’s identity is often done through the logo (for example a company for toys will have a happy and colorful logo, whereas a governmental institution will have a more serious and neutral logo)
A Visual Identity can consist of;
-A logo (Text, picture or a combination)
-A group of colors (often also used in the logo)
-A certain framework or graphical style
All of these are working together to present the identity of the entity.
Application of Visual Identity
–the logo is often put on signs, business cards, product packaging, stationary etc.
-the color scheme, graphic imaging, type can be used in literally everything, from buildings to magazines and also often the products that a company produces
Examples of visual identity
Visual identity of bosch:
The logo is bold, big and red. It represents sturdiness and durability. The added image is given a nice shine and gives it a feeling of modernity and high-tech. these are probably values that this company wants to be associated with.
In these pictures we see a tool range of bosch, what is visible is that there is a continuity in the usage of shapes and color. The logo always comes back in the same way. When you’ve seen a few you will be able to recognize this company’s tools really quickly
This is a red background with two white curves. But almost everybody will immediately feel the association with Coca-cola, therefore this is in my opninion a really strong visual identity
Most people in Istanbul will not have to see the down-right corner to understand wich footballclub is meant here. This is an example of the colors of a visual identity being enough by themselves (in text thought) to identify the entity
This picture shows how a logo can change throughout the years, but stays recognizable as presenting that entity. Especially since it’s a gradual change people will always identify this with ford.
In these examples I hope to have made clear what a Visual identity is and how it is used