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32 Types of Visual Identity

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Visual identity is the use of visual communication to establish a unique and recognizable identity for an organization or brand in a crowded market. The following are common types of visual identity.
Visual style
Visual tone
Persona such as a brand persona
Color palettes
Logos
Logo variations
Wordmarks
Monograms
Spacing
Taglines and slogans
Characters and mascots
Iconography
Design elements & assets
Typography
Kerning and letter spacing
Line spacing
Document templates
Shapes and forms
Patterns and textures
Graphic elements
Illustrations
Photographic styles
Stock visuals
User interface elements such as buttons
Packaging
Trade dress
Uniforms
Collaterals such as business cards
Interior designs
Merchandise and promotional material
Physical environments
Digital environments

Logos & Names

Logos and brand names are a primary type of visual identity that typically appear on all of a firm's products and communications.

Colors

A set of corporate or brand colors. Commonly incorporated into everything that a firm does including seemingly obscure things such as the interiors of offices and templates for internal documents.

Slogans

Textual elements of a firm's visual identity usually in the form of brief slogans such as a mission statement.

Personalities & Characters

Personalities and characters such as a company founder, mascot or celebrity representative in advertising.

Trade Dress

The characteristic look and feel of products, services and packaging.

User Interfaces

User interfaces such as web sites.

Environments

Environments include physical and non-physical locations where people spend time such as a office, retail shop, showroom, restaurant, green space, interior of an aircraft or virtual environment in a game. For example, a restaurant may establish a unique decor as part of its visual identity.

Uniforms

The uniforms worn by employees.

Experiences

Looking at visual identity as an experience such as a film as opposed to static elements such as an image.
Overview: Visual Identity
Type
Definition
The use of visual communication to establish a unique and recognizable identity for an organization or brand.
Related Concepts
Next: Brand Identity
More about visual design:
Adaptability
Balance
Color Theory
Composition
Design Contrast
Design Principles
Design Unity
Dominance
Drill Down
Elements
Graphic Design
Graphics
Hierarchy
Information Design
Kerning
Layout
Leading Lines
Media Design
Space
Stability
Symmetry
Texture
Trade Dress
Types Of Design
Typography
Unity
Variety
Visual Design
Visual Design Examples
Visual Experience
Visual Identity
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