Making quality visual – visual corporate identity

Rozpoznawalność marki

Graphic quality

Tango na Packaging Innovations 2018

How often do you manage to recognize a product from a distance of a few meters only on the basis of the packaging or logo? Do you ever guess whether the company is new on the store shelf product based only on the packaging design? This first impression and association with a specific brand is covered by visual analysis, i.e. properly matched consistent elements, such as the logo, colors, typeface.

Product photography as a tool of strengthening the relationship with the Customer

Corporate visual identity is the basis of good marketing. It has been used for a long time by the largest and the most widely recognised concerns. It is also being appreciated more and more often by smaller brands, which want to create positive associations for their customers and distinguish their products from among hundreds of other, often similar, products on the shop shelves. It goes without saying that the popularity of a brand depends mostly on the quality of its products, but it is often difficult to convince a larger number of consumers of this quality without a coherent and intriguing representation. This is why so much attention is paid not only to packaging, but also to visual identity, which makes it possible to properly mark and decorate the packaging.

Creating a visual identity is a significant part of our experience. This why we know what to offer our customers so as to enable them to distinguish themselves from hundreds of other companies on the market. Professional visual identity design requires a combination of the forces of various experts – mainly a copywriter and a graphic designer. But it often takes the whole team of our company to build brand recognition. We start work by collecting information from the customer about the specificity of their company and analysing the company’s competition, as well as current trends. It is only after numerous discussions within our team and when we are convinced about the attractiveness of our proposal that we present it to our customer.

Creating a logo to get started

A logotype is the basis of visual identity and a point of departure for the process of its creation. It is usually the company symbol or name, often in combination with its advertising slogan. It is of key importance for this element to be really characteristic for the given company and to make it possible to recognise the company at the first, even very quick, glance. This, in turn, is supposed to create associations with the products or services of the brand. An idea for such a sign is sometimes more competitive than its form.

Colour selection and visual identification

Colours constitute another important element. In order to make visual identity coherent, colours in the logotype should also be used on the packaging and even on the clothes of the staff or on business cards. It is easy to guess that bright and vivid colours evoke positive associations in customers’ minds, while dark colours may, on the one hand, create a solemn atmosphere and, on the other hand, create an impression of elegance. It is worthwhile to refer once again to the yellow logo of the fastfood giant and the specific shade of red on the cola label, or colours associated with mobile telephony operators functioning in Poland, which make it possible to recognise their advertisements from a distance.

The most popular brands reserve the rights to the colours used in their visual identity, being aware that these specific colours help customers to recognise their products. After all, probably everyone, looking at a supermarket shelf full of chocolates from different producers, will tell without any difficulty the name of the chocolate in violet packaging. This is the power of colours, which should be used to achieve better brand recognition. There is no need to spend much time on wondering how it works. It is enough to think about the yellow logo of a certain popular fast-food restaurant, visible on the horizon of every road in Poland, which is clearly associated with this specific restaurant, and brings to mind its menu, or about the bitten apple, which is the logotype of probably the most popular producer of computers and telephones, evoking associations with professionalism or love for modern technologies. Thinking about these examples, it is easy to understand how important a logotype is and what role it may play in building brand awareness.

Type of font, or tailor-made letters

While speaking of visual identity, it is also necessary to mention fonts, which may be so unique as to distinguish individual brands from one another. Characteristic letters in the logotype and advertising materials may attract the attention of consumers as effectively as colours and help them identify the brand of the given product. It is enough to mention the easily recognisable „written” font on the aforementioned label on cola bottles or the straight, but multi-coloured, letters in the logotype of the most popular Internet browser. By the way, the latter has undergone a significant evolution, choosing a minimalist form, which is as easily recognisable as the previous, less visually simplistic, versions. This example shows that it is good to refresh even those elements of visual identity that have a firm place in the awareness of customers, so as to keep their interest in the brand alive. But rebranding is a topic that merits a whole new article.