Creating The Visual Identity For Your Business
There are so many things to think about when first starting a business. What will your business offer? How will this differ from existing solutions? Who will benefit most from your offering? And why are you so passionate about this?
If you haven’t done so yet, work through this exercise to come up with your brand identity and business name.
Once you’ve figured out your brand identity, you have to create a visual identity — also referred to as brand imagery — to go along with it.
While you could easily throw together visual elements that speak to you, your goal should be to choose visuals that resonate with your audience. So, building your visual identity is going to require some work.
In the following post, we’re going to look at how your brand’s visual style can give off certain signals to those who encounter it (and how to use those to your advantage). We’ll also break down what you need, to piece together your visual identity.
Rather than include images of the clothing on its own, there’s often someone wearing Athleta clothes while hiking along a trail, walking on a beach, or working out in a studio.
There’s so much that just these two visual elements tell us about this brand:
- Athleta targets active female consumers; we see this in its images and CTAs. The fine touches and shape of the logo may suggest this as well.
- Athleta creates understated but highly functional clothing; we see this in the product photos as well as in the brand’s use of neutral colors and fonts across its designs.
- Athleta’s mission is to help customers have a healthier and more balanced life; we see this in its product photos, but we also get a sense of this from the simple symmetric structure of the logo.
There are overt ways to use visuals in your branding (usually through your choice of photos or illustrations). But there are also ways to subtly convey more about your company, what it does, and for whom you work through your choice of colors, fonts, structure, and more.
About Xhilarate
Xhilarate is a design and branding agency in Philadelphia that creates visual brand experiences that engage people, excite the senses and inspire our inner awesome. We are the arsenal of innovation. Xhilarate is a design consultancy dedicated to creating innovative brand and interactive experiences with an unyielding passion to create the extraordinary.
For More Information
Russ Napolitano / East Coast
russ@xhilarate.com
215 983 9990