Visual Identity

Conceptually, a brand or firm’s visual identity is its strategically planned and purposeful presentation of itself to gain a positive image in the minds of the public. This identity incorporates everything the brand uses to appeal to someone’s senses as a means of distinguishing the brand and building a positive image. When the concept was first under study, corporate identity was the preferred term. Now that technology has enabled brands to expand the scope of their corporate identities to include elements that appeal to additional senses (visual, scent, etc.), the term has evolved from corporate identity to visual identity, and will likely evolve into sensory identity. Even given the semantic changes, the concept manifests itself in everything the public interacts with as it relates to ...