Visual identity and its importance

Visual identity is the overall look of your project, including your logo, colors, and branding. It is also known as your project’s “face”, or its visual identity. In short, your visual identity is how your project looks to the world.

Your visual identity should be strong and recognizable, so that people can easily identify your project and know what it’s all about. It should also be consistent across all of your project’s communications, from your website to your social media accounts to your printed materials.

Why is visual identity important?

Your visual identity is important because it helps you stand out from the crowd and build recognition for your project. A strong visual identity can make people remember your project, even if they’ve only seen it once. And if you’re trying to attract new supporters or customers, a recognizable visual identity can help them find you and learn more about what you do.

For example, let’s say you’re launching a new campaign to advertise your exhange. If your campaign has a strong visual identity, people will be more likely to notice it and remember it. They might even share it with their friends or post about it on social media. But if your campaign doesn’t have a strong visual identity, it could get lost in the shuffle and never reach its full potential.

A good visual identity should consist of:

– A strong, recognizable logo
– A consistent color scheme
– A set of guidelines for using your logo and colors
Additionally, your visual identity should be flexible enough to work across a variety of different mediums and applications. For example, your logo should look just as good on a business card as it does on a billboard.

Personification of your brand

Your visual identity should also be reflective of your brand’s personality. For example, if your brand is fun and friendly, your visuals should reflect that. On the other hand, if your brand is more serious or formal, your visuals should convey that as well.

Some factors to consider when thinking about your brand’s personality include:

– Your target audience: Who are you trying to reach with your project?
– Your project’s mission: What are you trying to accomplish?
– Your project’s values: What do you stand for?
Keep in mind that your visual identity is just one part of your overall brand. Your brand also includes things like your project’s name, tagline, and voice. But visuals are an important part of the equation, so make sure to give them the attention they deserve.

Creating a visual identity

If you don’t have a visual identity for your project yet, it’s never too late to create one. Start by thinking about what kind of look and feel you want your project to have. Do some research or maybe even look at other brands for inspiration. And then begin developing your own logo, color scheme, and guidelines.

Understanding your audience

Before you start creating your visual identity, it’s important to understand your target audience. After all, your visuals should be designed to appeal to the people you’re trying to reach.

Some questions to consider include:

– Who are you trying to reach with your project?
– What do they care about?
– How will your project appeal to them?
– What kind of visuals will they respond to?
Answering these questions will help you create a visual identity that resonates with your target audience.

The logo

Your logo is the foundation of your project’s visual identity, so that’s a good place to start. Once you have a logo, you can begin thinking about how to use it and what colors should go with it.

Once you have your logo and color scheme, the next step is to create guidelines for using them. This will ensure that your visual identity is used consistently across all of your project’s communications.

Some things to consider when creating your guidelines:

– How and where will you use your logo? (Online, in print, on products, etc.)
– What colors can be used with your logo?
– Are there any restrictions on how your logo can be used? (For example, can it be stretched or resized? Compressed?)
– What fonts should be used with your logo?


In addition to your logo, imagery is another important part of your visual identity. The right images can help people understand what your project is all about and make them more likely to support it.

When choosing or creating imagery for your project, consider using images that are:

– Relevant to your project’s mission
– Reflective of your project’s values
– Engaging and visually compelling

It’s also important to make sure that your images are high quality and look good when used in different mediums. For example, if you’re planning to use your images on social media, make sure they’re the right size and format for that platform.


In addition to your logo and imagery, typography is another important element of your visual identity. The right fonts can help convey the personality of your brand and make your communications more visually compelling.

When choosing fonts for your project, consider using fonts that are:

– Reflective of your project’s personality
– Easy to read
– compatible with the other fonts you’re using

As with your imagery, it’s also important to make sure that your fonts are high quality and look good when used in different mediums. For example, if you’re planning to use your fonts on a website, make sure they’re web-safe fonts.

Online vs offline visual identities

As more and more communications move online, it’s important to make sure that your visual identity works well in both offline and online contexts. That said, there are some key differences to keep in mind when creating a visual identity for each.

Offline visual identities

– Logos and color schemes should be designed with print in mind.
– Fonts should be chosen with readability in mind.
– Images should be high resolution and print-ready.

Online visual identities

– Logos and color schemes should be optimized for digital use.
– Fonts should be web-safe fonts.
– Images should be the right size and format for the platform they’ll be used on.

In summary, your visual identity is an important part of your project. By taking the time to develop a strong visual identity, you can ensure that your project makes a lasting impression. However, if you’re feeling like you need professional help to get started, don’t hesitate to reach out and book a call with us: https://calendly.com/evolves-tech

Here at Evolves Tech, we specialize in helping projects develop their visual identities. We’d be more than happy to chat with you about your project and see how we can help 🙂


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