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

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