A brand identity is more than just a logo

March 1, 2011 | Posted by Jim Gott

When developing and designing a logo, think more about developing a visual identity. Initially, this will take a lot more effort, however in the long run it will make life much easier and be more cost effective. Visual identities are the foundation for creating ad campaigns and designing effective marketing materials, especially when third parties are involved (designers will refer to a graphic standards guideline for a particular brand to develope visually consistent marketing materials). As your brand becomes more established, your brand becomes much easier and faster to recognize.

This ad campaign for FedEx is built around a very strong, well designed, visual identity. The FedEx identity is so strong that most people would recognize these ads without the logo. The logo is an important part of the visual identity program, but it should not be the only part. When referring to a visual identity, it refers to the logo, colors, typeface, and all other visual elements that represent the personality of the brand. This includes advertising campaigns, packaging, retail design, product names, web site, uniforms, etc. The scope of the visual identity or language is unique for every different brand. You can create much more compelling marketing materials when you have a group of elements to work with, rather than just a logo.