A brand is a relationship between a business or organization and its audience. A brand identity is how the organization communicates its personality, tone
and essence, as well as memories, emotions and experiences. Visual identity graphic design is exactly that: the visual elements of brand identity that
act as the face of a brand to communicate those intangible qualities through images, shapes and color.
Graphic designers that specialize in visual identity graphic design collaborate with the individual or team responsible for the brand to create assets
like logos, typography, color palettes and image libraries that represent the brand’s personality. In addition to the standard business cards and corporate
stationary, visual identity graphic designers often develop visual brand guidelines (otherwise, known as style guides) that describe the companies
best practices with examples of visual branding applied across various media. These guidelines help to ensure consistency with company's brand throughout
future endeavors and applications.
When researching whom to hire for your next branding project you should look for the following qualities in your visual identity graphic designer.
He or she must possess a general knowledge of all types of graphic design in order to create design elements that are suitable across all visual media.
They also need excellent communication, conceptual and creative skills. However, an often overlooked and equally important set of traits are that your
graphic designer should have a passion for researching industries, organizations, trends and competitors.
Blog post written by
Brett has Serving small businesses, driving growth and profits for his clients, for nearly 20 years.