How to choose the best color for a business’s visual identity?

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Do I need to choose just one font? It does not necessarily need to be used just one font, the visual identity can have a combination of two or more fonts. This is important, because over time, the characteristics of the visual identity will be used in different communication channels, such as social media posts and marketing campaigns, for example. Imagine that, when only one font family is chosen, the text can become tiring and not fit well into all compositions. Speak to a Consultant! 3 – Shapes Shapes are also an essential part of the process of creating a business’s visual identity. They can be pre-existing shapes such as circles, squares or rectangles; or creations from scratch that will form a composition with other parts of the logo and will be a totally innovative creation. It doesn't matter, but the shape is a way to also differentiate your business from others and convey a message.

There are different applications of shapes, and some of the most used are: Straight or winding line; Triangle; Rectangle; Square; Circumference; Ellipse; Bows; Stars and polygons. Logo The logo is also part of the visual identity of any business. This is the main element when it comes to visual reference, bringing life to mind. The logo is an art with a composition of elements, with the main objective of generating identification and stylization of the brand, creating dbtodata.com affective memories for people. That's why brands like McDonald's and Coca-Cola place their logos so expressively in their commercials, for example. A good logo can do more than the font and shapes, because it is capable of transmitting a message, conveying a feeling and also generating a kind of desire in people. Why do you think McDonald's bows became so famous? Because over time, that symbol became a reference in fast food chains. It is possible to convey personality, values, objectives and much more by creating a good logo.



Speak to a Consultant! 5 – Illustration and photographs In addition to the points mentioned above, there are also illustrations and photographs within the visual identity. Unlike other elements, illustrations and photos can be worked on more independently. These are more subtle items that tend to be present in some brand publications and content, not necessarily on all of its channels. The main objective of this type of element is to encourage creativity and increase the audience and talk to as many people as possible. Unlike the logo and font, for example, the illustration and photography present in a visual identity strategy do not have so many rules, leaving the imagination freer to create. Visual identity, when created and designed to convey the essence of a business, can be a great strategy for creating authority for a brand.