Visual identification as an image of your company

It is said that the appearence says a lot about the person. Based on this, the recipient creates an opinion called “first impression”, which is very difficult to change later, because it deeply rooted in the imagination. It is the same with the company – it can also have its own appearance based on which customers will create their first impression about you. We are not only talking about the website here, but also other elements that you probably own or will have for various purposes, having no idea that they are taken out of the schematic component of visual identification.

What makes a visual identification?

  • logotype
  • colours
  • typography
  • commercial products (business cards, letterheads etc.)
  • marketing materials and products(flyers, booklets)
  • digital and social media (website, sites on your social media)
  • packages (boxes, bags, cartons)
  • offer presentations
  • company gadgets
  • advertisements (banners, stands)

How is the identification made to measure your company?

Just like a human being, the company has many faces depending on the situation in which it is located (in the case of a company – it advertises), therefore it is important to design all possible places and conditions in which it will attract the attention of the element. There is a concept in branding such as the “alphabet of visual language” thanks to which an identification project for your company is created. It is too broad a concept to explain it in a proper way, but in a nutshell – the concept of the visual language alphabet consists of fonts, colors, shapes, having its meaning and character, and the way in which these elements will be combined has a direct impact on the reception of your company on the market.

Remember that visual identification shows the real identity of your company. Who you are – the history of her story and the mission you are – the qualities that distinguish you from the competition, and how you express yourself. Visual identification goes to a specific target group of clients and aims to precisely define a group of recipients.

So from the beginning – this is the design process for creating the visual identity of your company.


It is the most important stage. During the first conversation with the contractor you should move the company’s history, characterize the group of customers you want to reach, mention products / services you perform, tell about your competition and marketing and the goal you want to achieve under your brand. Small advice – the best customers will be characterized by employees who have direct contact with them (the exception is the situation where you yourself are the boss and you meet your clients yourself)!


You must be aware and vision of success, know what you want to achieve thanks to visual identification. The most important thing is that the goals are real. Think about what is most necessary for your company – increasing brand awareness, increasing sales or increasing efficiency in gaining new customers?


Is there a very short sentence that will include the essence of your brand and at the same time will refer to the services you offer? This is very important! Most companies know what services / products they provide and how to do it well but the message for the client is not always clear. Your company’s mission must be understandable to you and your audience. An example is Red Bull – for a long time in each ad you could hear “Red Bull GIVES YOU WINGS”. The slogan contains both the product characteristics that they launch on the market (energy drink) and the real benefit for the customer (adding wings = increasing energy).


Have you ever bought clothes or cosmetics because of the emotions generated by the advertisement in you or the presentation of the product on the website? This was definitely 90% of consumers. Then think about the feelings you want to evoke from customers. The moodyboard can come with help.


Nowadays, we are attacked by a huge amount of marketing messages, so it is important that your company has a chance to get through the stream of offers. Distinctions from the competition can be found in the price, product / service, target group, availability, experience.

The combination of all these elements creates the DNA of your brand.