Visual identity is the system of symbols through which a company makes itself recognizable: logo, graphic symbol, color palette, typography, photographic style, and iconography. Together with the verbal elements—naming, tagline, and vocabulary—it forms the brand identity, the language through which the brand takes concrete form across every medium, from business cards to packaging.
In this section, we’ve compiled articles dedicated to building that system.
You’ll find the differences between a logo, logotype, brand, and pictogram; the professional process leading from research to the brand book; the corporate identity as an extension of the brand across all company materials; and the restyling of a historic brand to revitalize it while maintaining its established recognizability.
You’ll also find in-depth analyses on the use of artificial intelligence in identity design: a tool that accelerates creative exploration, while strategic decision-making remains a human responsibility.
For the strategic level of branding—positioning, brand awareness, storytelling, and brand experience—the relevant section is branding strategies.
Do you want to build or revamp your company’s visual identity?
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