Visual Language Identity
Posted: Mon Jan 06, 2025 5:51 am
4. Disregard
I would like to emphasize it a bit more, because the brand manager is not yet sufficiently aware of the very strong increasing importance of iconography in relation to the brand experience. The number of contact moments via mobile devices is still growing exponentially. If you realize that, then it is strange that most attention still goes to photography that is not at all pleasant to use in 'that world'.
Returning to the title, every brand manager should ask themselves whether the applied visual language is a representation of the identity, positioning and brand promise. Also ask yourself the following questions:
Do I recognize the (or at least one of the) brand values and/or corporate story in our photography?
Is our visual language consistent in the means we use in all our customer contacts? Assess this from the customer journey.
Is a difference between corporate, B-to-C and B-to-B (and possibly product/service (pack shots)) in your visual language necessary? Dare to examine that automatism. Rationalize and objectify every need for differentiation, because every differentiation means by definition an extra investment and a more diffuse brand image. So there must be something in return.
You have to ask yourself the same question with every campaign (ATL and BTL). Don't let it become a separate party of your advertising agency every time. The campaign theme should not be at odds with the brand strategy anyway; neither should the chosen visual language.
Does my briefing provide a good basis and a macedonia phone data framework to achieve the desired result? In the introduction I started to stimulate the corporate designers, but that is not entirely fair. The, unfortunately often amateurish, briefings are just as often the cause that nothing profitable comes
To what extent is my visual language suitable for application in (small) mobile devices? For the relevance of this consideration, you first need to know what the share of touch points / customer contacts is per channel (you can have nicely illustrated brochures, but if almost all contacts take place online or via apps, then they are of little use). If the answer is ultimately 'No' or 'Insufficient', is it possible to do a translation from what I already have or is a revitalizing build-up from the ground up necessary?
Does the visual language form a powerful, mutually reinforcing whole with the other style elements such as logo, typography, layout and design language? It often happens that the development of the visual language becomes a toy outside, next to or following the development of the brand identity.
Is my visual language, including guidelines, crystallized for all resources and channels, documented and available to all 'developers' and users?
Stay in control!
Dear brand manager, determine your strategy, dare to be critical of what was so normal and always keep control! In the interest of your budget, the profitability but above all your brand proof. Finally, I recently read an interesting column about the fact that strong brands all turn out to be meaningful stories. Something to think about when developing your visual language.
I would like to emphasize it a bit more, because the brand manager is not yet sufficiently aware of the very strong increasing importance of iconography in relation to the brand experience. The number of contact moments via mobile devices is still growing exponentially. If you realize that, then it is strange that most attention still goes to photography that is not at all pleasant to use in 'that world'.
Returning to the title, every brand manager should ask themselves whether the applied visual language is a representation of the identity, positioning and brand promise. Also ask yourself the following questions:
Do I recognize the (or at least one of the) brand values and/or corporate story in our photography?
Is our visual language consistent in the means we use in all our customer contacts? Assess this from the customer journey.
Is a difference between corporate, B-to-C and B-to-B (and possibly product/service (pack shots)) in your visual language necessary? Dare to examine that automatism. Rationalize and objectify every need for differentiation, because every differentiation means by definition an extra investment and a more diffuse brand image. So there must be something in return.
You have to ask yourself the same question with every campaign (ATL and BTL). Don't let it become a separate party of your advertising agency every time. The campaign theme should not be at odds with the brand strategy anyway; neither should the chosen visual language.
Does my briefing provide a good basis and a macedonia phone data framework to achieve the desired result? In the introduction I started to stimulate the corporate designers, but that is not entirely fair. The, unfortunately often amateurish, briefings are just as often the cause that nothing profitable comes
To what extent is my visual language suitable for application in (small) mobile devices? For the relevance of this consideration, you first need to know what the share of touch points / customer contacts is per channel (you can have nicely illustrated brochures, but if almost all contacts take place online or via apps, then they are of little use). If the answer is ultimately 'No' or 'Insufficient', is it possible to do a translation from what I already have or is a revitalizing build-up from the ground up necessary?
Does the visual language form a powerful, mutually reinforcing whole with the other style elements such as logo, typography, layout and design language? It often happens that the development of the visual language becomes a toy outside, next to or following the development of the brand identity.
Is my visual language, including guidelines, crystallized for all resources and channels, documented and available to all 'developers' and users?
Stay in control!
Dear brand manager, determine your strategy, dare to be critical of what was so normal and always keep control! In the interest of your budget, the profitability but above all your brand proof. Finally, I recently read an interesting column about the fact that strong brands all turn out to be meaningful stories. Something to think about when developing your visual language.