What is the visual language of your brand?
Visual language can be defined as a set of design elements that define the visual look and feel that is unique to your brand and creates instant recognition and recall.
Your brand’s visual language is an extension of your brand’s substance and brand story. Your brand substance is the core essence of your brand and includes purpose, vision, mission, and core values. Your brand story is the differentiator and helps position the brand in the minds of your target audience.
Your brand’s visual language translates your brand substance and story into a visible and tangible format.
In this article, we take the example of an awesome visual language created by Starbucks to communicate what their brand stands for. Click here to review the complete creative expression of Starbucks.
This is what Starbucks says about their creative expression:
As we evolve to meet beautifully diverse customers all over the world, our brand has evolved too. Here we introduce a fresh new design system that maintains the core elements of our brand while keeping our customers’ experience central to creative expression.
Brand visual language usually includes the following and would form part of your brand style guide or brand manual:
- Brand Essence – Theory of the brand
- Brand Expression – Creative expression
- Primary Logo Design
- Brand color palette
- Brand Voice – Functional and expressive
- Illustration style
- Photography style
Let’s look at each of these elements with reference to how Starbucks is implementing its visual language.
I hope you found this brief analysis of brand visual language to be useful and insightful. When you build a visual or brand language, use brand language based on brand standards and brand personality.
Remember that a strong brand has consistent visual language.