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Tangible Elements in Brand Identity


Have a strong and consistent identity. Having a brand identity is what makes great companies recognized with a single color or icon. However, much more than a strong name or a creative logo, it is to create a unique universe that is easy to relate to your brand.


Logo

Arguably the first step is creating a name and logo for your company. If you already have it, analyze it and check if it is consistent with your brand.

Visual identity

Yes, the logo is part of a visual identity. However, it is only one end of an ecosystem of elements that help give coherence to all your visual communication. The elements that generally form a visual identity are three. Colors Colors help make your identity more than just attractive. They are the ones that can be combined with any communication in your company, unequivocally identifying the brand and even contributing to transmitting the message. Each color gives a certain idea and provokes certain emotions. The combination of choice and combination of these will have an impact on the perception of the brand by the audience. So when choosing what your institutional colors will be, it is important to go back to your brand attributes and answer the question: What colors will help communicate those attributes? It is important to remember that this is not only an election process but also keeping one. The color red was not associated with Coca-Cola overnight. This is a job of repetition and attention to detail. Typography With or without serif? Uppercase or lowercase? If you have had contact with design, you know that these are normal questions when establishing guidelines for a brand's typography. As with colors, these details are critical when passing a message. In general, brands have primary and secondary sources.The primary ones are, as a general rule, the best known typefaces because they are the ones used in the logo. Who doesn't recognize Coca-Cola letters instantly? But these are not the only fonts. There are also those that we call secondary or support and that are those that are used in other communications, such as publications on social networks, internal communication and marketing campaigns. Can you imagine a Coca-Cola Instagram post written with the main typography? Difficult, isn' it?


Slogan or “claim”

Not only visual processes live a brand and we know very well the power of words. Several brands are immediately remembered when associated with their slogans. I'm loving it " either "just do it” are just some of these examples. Slogans are often chosen to support brand communication at times when your logo alone is not enough. Also, they are often used as a feature of a one-off campaign. There are slogans that are associated with companies for a long time. Others change with the situation to adapt to the strategic positioning of the brand at the time the company is going through.





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