The look and feel is a system of recognisable elements that make up the visual identity of the brand. These elements include the logo, typeface and style and may extend to photography, imagery and colour palettes all of which contribute to illustrating the brand image and how to use it.
An effective brand identity translates the values, and vision into consistent images that are familiar to all stakeholders. It is a tangible asset that gives the company its visual identity.
The strongest and most successful visual identity systems are recognised by all stakeholders, whilst instantly reinforcing the brand values and positioning.
In its most basic form, brand identity is represented through a unique logo design or signage; this can then integrate throughout all elements of a company’s touch points such as business cards, stationery, packaging, advertising, website, experiential design etc.
To be most effective, visual elements and symbols must be reproduced and positioned consistently and precisely, according to the visual identity guidelines. And these should evolve as the company evolves, remaining true to the brand positioning.
