Visual Identity

Visual Identity

In a world driven by visuals, crafting a strong visual identity is essential to make your brand stand out and leave a lasting impression.

What is a visual identity?

Your visual identity is the visual representation of your brand's personality, values, and essence. It combines design elements, such as your logo, color palette, typography, imagery, and overall visual style, that combine to create a cohesive and recognizable brand presence.

Think of your visual identity as the face of your brand. It is what your audience sees and remembers about you. It plays a vital role in shaping perceptions, conveying messages, and establishing a solid brand image in the minds of your customers. A well-crafted visual identity is visually appealing and strategically designed to align with your target audience and differentiate you from competitors. It provides consistency across all touchpoints, including your website, packaging, marketing materials, social media, and more. Maintaining consistent visual language builds trust, enhances brand recognition, and creates a cohesive brand experience.

The logo may be the most well-known and prominent part of visual identity, but it’s not its only aspect. Specifically, visual identity encompasses the basic graphic standards of a brand, which include:

Brand colours
Brand typography
Characteristic shapes & textures
Brand images style
Accompanying elements of visual identification

Why is visual identity important?

Your brand visual identity represents the first touchpoint between a potential customer and your company. Visual identity is created and built
up in “the head and the heart” of customers, which is why it is necessary to create an emotional connection between people and your brand.

There are six components to creating visual identity that also reveal its importance.

1. The “face” of
your brand

How your brand appears should go beyond a simple aesthetic component. It should be connected to the essence of your product or service and associated with an emotion that you want your brand to evoke in the prospect.

2. Recognition
in advertising

The brand’s visual identity should always have the same look and feel across all promotional channels, be it print, online,  social media, video commercials. The customer must undoubtedly recognize your brand on all communication platforms, across all channels.

3. Credibility
and trust

An established brand that is recognizable on the market is only half-way to the finish line. It is necessary to establish consistency, with the same visuals and same brand experience across all touch points with the brand, as this is the basis for developing customer trust. Therefore, all visual elements should perform like a well-played orchestra.

4. Attracting new buyers
& customer retention

A trusted brand attracts new potential customers, who seek and identify with the emotions and values that the brand represents. Once such individuals become customers of the brand, the same visual identity helps to give them an additional sense of belonging to certain values, transforming them into brand ambassadors. Their value is of utmost importance for business growth and market expansion, but it all starts with a well-crafted visual identity.

How we design a visual identity?

At Zambelli Brand Design visual identity is  the result of a well-thought-out brand strategy. That includes market research, a detailed analysis of potential customers, studying of the founders’ motives for starting a company, as well as its business goals and plans, brand personality, and creation of a specific brand experience and emotional connection with customers.

There are three basic premises that we keep in mind when creating a new visual identity; it needs to be:

Unique and original – a creative solution must first and foremost be tailored to the client, creating differentiation from competitors.

Memorable – to make a brand identity easily memorable and recognizable, we are always guided by the idea of ​​simplifying the business concept. The goal is to create brand identity recognition in an instant.

Consistent through different elements – every marketing and brand touchpoint needs to be aligned in its visuals, to have a streamlined appearance across different media, again creating a recognizable image.

Elements of visual identity

The logo

The most important part of visual identity needs to be carefully thought out, because it is an element that will be present virtually everywhere – from business cards, envelopes, documents and brochures, to website, advertisements or huge billboards on urban surfaces.

Discover the captivating logo we've created for Quix brand.


The font of type that will be used in all your materials is also an important element of your visual identity; certainly, something that also must be aligned with the brand personality.

Discover Ludvig brand and its typography.

Colour palette

The most important entity when choosing a colour palette is that the colours selected are consistent and well-matched. The colours that accompany your visual identity will also determine the much wider use of colours, such as in website design, office decoration, etc.

Take a look at the Osh moments color palette.

Brand elements

Brand elements encompass various components that contribute to the overall visual identity. They include accompanying elements such as textures, icons, symbols, illustrations, images styles and many more.

Explore the captivating brand elements of Bora Bora.

Want to add character to your business?
Contact us:
Zambelli Design d.o.o.
Trpimirova 3, 51000 Rijeka, Croatia