Brand Visual Identity and Visual Languages

Brand Books, Guidelines for Visual Content, and More

Your brand’s visual identity is the first thing a potential customer notices about your website, collateral, or products. 94% of first impressions are based on design, so your organization’s branding plays a critical role when it comes to whether audiences will choose to engage with your message. 

Developing, maintaining, and evolving your brand’s visual identity is essential to your continued success. Your brand book is more than just a list of logo guidelines, colors, fonts, photography, illustration, iconography, and other creative guidelines; it is the living embodiment of who your brand is, and what promises your brand makes to your customers. More than providing art direction for collateral production, your brand book should inspire your messaging and design in a way that resonates as truthfully and dynamically as possible with your end audience.

From brand story to visual identity; logo development to color palettes; tone and voice standards to infographic guidelines, Killer can support brand identity needs of all sizes. Here are some of our favorite projects to date:

Cummins Visual Language Design and Campaign

Cummins Visual Language Design and Campaign

Series: BECU Learning Modules, Motion Graphics, Infographics

Series: BECU Learning Modules, Motion Graphics, Infographics

Visual Campaign: IIoT by Industry

Visual Campaign: IIoT by Industry

Slide Deck: Bigger Picture Company Overview

Slide Deck: Bigger Picture Company Overview

Gates Foundation Postsecondary Education

Gates Foundation Postsecondary Education

Campaign: JLL Emerald City

Campaign: JLL Emerald City

Branding: AEDI Logo Development

Branding: AEDI Logo Development

Quality Matters: How choosing the right Visual Communication agency elevated one brand

Quality Matters: How choosing the right Visual Communication agency elevated one brand

How One Infographic Turned into a Multi-Year<br />Visual Partnership

How One Infographic Turned into a Multi-Year
Visual Partnership

The NEA’s Multi-Year Visual<br /> Communications Campaign

The NEA’s Multi-Year Visual
Communications Campaign

Motion Graphic & Animated Logo: HasOffers Postback

Motion Graphic & Animated Logo: HasOffers Postback

Seattle EDC Outreach Campaign

Seattle EDC Outreach Campaign

Visual Strategy: Whyzer Web Dashboard and Mobile App Design

Visual Strategy: Whyzer Web Dashboard and Mobile App Design

Brand Visual Identity F.A.Q.s

Codifying a visual identity in a brand book will ensure that all creative lives up to your brand identity and promise. It will also streamline your organization’s content creation process. A brand book is an invaluable reference for every organization and every marketer.

With the right visual identity, your brand can confidently execute on creative that drives measurable success in every content marketing campaign, social engagement campaign, and visual content production in general.

Killer encourages a strong upfront focus on branding so that your infographics, motion graphics, interactive infographics, and all the other components of your visual strategy will feel harmonious and project a unified impression of your organization’s products or services.

What is a brand book?

A brand book is the living embodiment of your brand. It outlines not only your brand story and what promises your brand makes to your customers—it also outlines your brand’s visual identity through a codified system of visual elements that express your brand’s purpose, values, ambitions, characteristics, and promise. It translates your brand’s identity into an easily-identifiable style. With the help of Killer Visual Strategies, a well-developed brand book ensures that all visual content you produce will so accurately capture your brand’s story that any casual observer should be able to view any piece of brand collateral and immediately understand your brand’s fundamental character.

We’re launching a new product/service with its own distinct audience. Should I use my brand guidelines for that collateral?

A brand book is a great place to start, but often your content needs will require direction that your brand guidelines cannot provide. In this situation, Killer can develop a visual language that is unique to your specific content needs. We will do this by following the guidance your brand book does provide, but then introducing additional design elements and guidelines that target your specific audience, goals, and content. This allows you the versatility required to create extremely targeted content that speaks directly to your most important audiences.

I know branding and identity is important for our customer-facing collateral. But the appearance of something that’s just for my team doesn’t matter as much, right?

Internal presentations and initiatives are just as important as any external communications. Just like marketing initiatives, ineffective internal communications can be costly. It is critical that the integrity of your brand identity and promise be maintained throughout all visual content production to ensure your brand does not dilute over time.

As one example, businesses lose $13.5M for every 1,000 employees in costs related to ineffective training. The Visual-First Method is an approach that drives awareness and generates buy-in for the use of effective visual communication across both external and internal communications in your organization. Our ebook on this topic explains this in more detail.

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