Friday, July 12, 2019

Brand Visual Style

Part of a brand's identity system is its visual style. So what are the components of its visual style? Here is my list:

  • Color palette
  • Typefaces and graphic styles
  • Types of images used (size, shape, subject matter, feeling, illustrations vs. photography, medium, special effects) 
  • Graphic symbols
  • Shapes
  • Texture
  • Distinctive patterns
  • Form
  • Layout and horizontal vs. vertical blocking 
  • Use of lines or borders
  • Sharp vs. soft edges
  • Value and contrast
  • Shading
  • Use of white space
  • Spacial relationship between elements

I recommend the following books for brand identity development: 


  1. Mr. VanAuken,

    This is a great and concise guide to a better brand visual style. I am a firm believer that bands need to put their best face forward at all times because that is the first interaction they have with potential customers. A proper visual style can help customers determine if this particular brand's identity matches their identity and values. Great post!
    - Miguel L. Flores

  2. Great article, still want to hear more on brand extension and other brand management and marketing topics.

    I will visit again to your site. Keep posting.

    marketing web agency

  3. This is an awesome post.Really very informative and creative contents.
    Logo design company in chennai

  4. Very informative. If anyone want know about branding in details. Please follow this book also. THE BRAND GAP. You can purchase on the link mentioned: