Why a Strong Visual Identity is the Foundation of a Memorable Brand 

Think about any famous brand – Google, Netflix, Spotify, MacDonalds; the logo, typography and colours are probably the first things that spring to mind. That instant recall is no accident. It’s the result of a carefully designed visual identity that’s intentional, distinctive, and consistent across every touchpoint of the business.  

Constructing a strong visual identity is the foundation of building a recognisable, memorable brand. So, what should you keep in mind when you’re creating or updating your own brand visuals? 

The role of visual identity in brand recognition and loyalty 

The 3 7 27 law of branding gives you an idea of the way consumer recognition and loyalty are built. According to the rule, on average: 

• Customers need to see your brand 3 times before they will recognise it 
• They need to see it 7 times before they will remember you 
• It takes 27 views before they will engage with you 

With this in mind, it’s easy to see why creating an eye-catching and, most importantly, consistent visual brand identity is essential. Once you become familiar, people feel like they know you and that makes them more likely to trust you.  

Trust is critical for any business. Research shows that 81% of people need to trust a brand before they buy from them. With brand visuals playing such a pivotal role in consumer confidence, it’s an area where strategic thought and effort at the outset can deliver significant long-term benefit. 

How to create a logo and brand style that stands out

Design-wise, you don’t have to get flashy or do anything complex. After all, look at Nike, Apple, and many others with extremely simple yet highly effective logos and styles. The key is to be clear.  

A strong logo design is distinct, easy to see/read and instantly recognisable as you. It needs to work across a range of marketing platforms too – from billboards and business cards to your website and social media feeds. Some top tips when designing a logo are to keep it: 

• Simple: clean, clear, and unambiguous designs work better than complex ones. 
• Scalable: make sure it works at all sizes and on both digital and print media. 
• Relevant: stick to elements that convey your brand’s identity and values. 
• Memorable: your design needs to both grab attention and be easy to recall. 

In addition to your logo, the rest of your visual identity (fonts, colour schemes, images, and design choices) should look and feel like everything belongs together.  

Choosing the right colour palette and typography for your brand 

Let’s start with colour. Colour psychology plays a large role when selecting the right palette for your brand’s visual identity. Colours can communicate particular characteristics and trigger different emotional responses in your audience – even if they’re not consciously aware of them. Commonly ascribed colour qualities and brand examples are: 

• Yellow: happiness, optimism, energy, confidence, friendliness (MacDonalds, UPS, Mailchimp) 
• Red: energy, desire, excitement, passion, action (Coca Cola, YouTube, Virgin) 
• Green: growth, balance, nature, reassurance, freshness, hope (Starbucks, Land Rover, Spotify) 
• Blue: honesty, trust, serenity, loyalty, security (PayPal, Facebook, IBM, Skype) 

Factor in how you want your audience to feel about your brand and look at the colours that are popular within your sector. For example, blue is the most widely used logo colour for Fortune 500 companies. You don’t have to follow the trend but it’s helpful to be aware of how successful companies in your industry are using colour in their branding. 

Statistics show that having a signature colour or colours (think Tiffany & Co, Coca Cola and Cadbury) can increase brand recognition by 80%. So, choose well and stay consistent. 

Like colour, fonts have their own emotional qualities and can have an impact on the tone of your messaging.  

• Serif: traditional, responsible, formal 
• Sans serif: informal, friendly, modern  
• Script: elegant, creative, fun 

You might stick to one typeface or choose a couple for contrast. Whatever you decide, always consider what those particular fonts are conveying to your customers. 

Maintaining visual consistency across all marketing channels 

People value familiarity and continuity when interacting with a business. If your brand identity looks and feels different across every marketing channel, customers will struggle to trust and invest in it.  

The most effective way to ensure your visual brand identity stays on point is to create a brand kit. Whether you’re a solopreneur or have a team backing you up, a clear, simple branding kit keeps everything locked down and on track. Some brand guidelines can run to a multi-page pdf; others are a single page – whatever works for you. As long as you have your colour palette, fonts, and example images to convey the brand vibe, you’ve got a useful reference document.  

Branded templates are also an essential part of any marketing toolkit. They not only help you maintain a steady visual presence, but they also save you time when creating content or responding to customers.  

Successful brands that have nailed their visual identity 

We’ve already mentioned plenty of well-known companies who have nailed their visual brand identity. But you don’t need million-pound marketing budgets to get similar results on a smaller scale. We’ve worked on branding projects with local and national businesses; some creating their brand from scratch and others who knew it was time for a brand refresh.  

RDH Transport|
We rebranded RDH Contractors to RDH Transport with a new name, logo, colour scheme, graphics, and typography. The updated visual identity was applied across their website, vehicle livery, and print materials for a strong, vibrant, consistent brand presence.

Really Wild Emporium
We created tailored brand guidelines that unified their diverse offerings (shop, restaurant, B&B, and workshop) using a consistent colour palette and design elements while allowing each part of the business to stand out.

PACTO
Under tight time constraints, we delivered a complete brand pack including a distinctive logo inspired by a staff member’s sketch. The solid visual identity helped launch their community transport services with clarity and character.

Mid Wales Tours
As a new venture, they needed to build the brand from the ground up. We designed a memorable logo and unique visual style that captured the spirit of the region and the soul of the business, setting them apart in the competitive Welsh tourism market.

Perfect your visual identity with help from Web Adept’s branding experts   

We know that many business owners are too busy juggling a million things at once to spend hours thinking about logos and fonts. That’s where we come in.  

Whether you’re launching a new commercial venture or revamping your current business, our branding specialists and talented designers are ready to help you build a stronger brand identity that feels right and gets results – with minimal effort and disruption for you. 

Why not book a free chat and tell us what you’ve got in mind? 

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