Visual Brand Identity

Visual Brand Identity

Learning Objectives

1.    What is Visual Brand Identity and why is it important?

·         VBI

Source: JUST™ Creative, (2010). Branding, Identity & Logo Design Explained | JUST™ Creative. [online] Available at: http://justcreative.com/2010/04/06/branding-identity-logo-design-explained/

·         Reasons for using VBI

Brand essence and your own uniqueness is unexplainable in only words.

Most important factors of brand creation are the visual elements of the brand, including color and shape.

The logo you have is not your brand or identity. The supposed image of a business or product comes from the different roles of logo design, identity design and branding put together.

Sources:     Act-gr.com, (2015). ACT. [online] Available at: http://act-gr.com/eng/index/page/Visual_Branding 

                    JUST™ Creative, (2010). Branding, Identity & Logo Design Explained | JUST™ Creative. [online] Available at: http://justcreative.com/2010/04/06/branding-identity-logo-design-explained/ 

·    The importance of VBI in CC

 “A strong visual identity is a powerful communication tool for any institution. “- Western Michigan University

Souce: Wmich.edu, (2015). Visual Identity Program | Western Michigan University. [online] Available at: http://wmich.edu/visualidentity

2.    Process of creation of VBI. Tools and examples

**For the following research I decided to study specific the Western Michigan University, as they offered a lot of specific information about their visual brand identity.

Source: Wmich.edu, (2015). Logo Requirements | Visual Identity Program | Western Michigan University. [online] Available at: http://wmich.edu/visualidentity/logos

 Western Michigan University Visual Brand Identity

-The university uses consistent colors, logos, fonts, and images in their print and electronic communication to bring out unity and a common purpose for all the different units belonging to the organization.

- The university has a visual identity program that’s purpose I to be flexible enough to follow the university’s and its audiences requirements at the same time as creating a strong brand in the higher education market. They want public awareness of their reputation and mission.

-The guidelines for their visual identity are meant to cover publications, promotional materials and other things to represent Western Michigan University to their audiences.

-There are 4 main design elements used to represent the visual brand identity of the university in print and electronic communications including:
 

-Four major design elements are used to communicate the University’s visual brand identity consistently in print and electronic communications:

• W and name - The ”W” is the promotional mark sometimes with or without university name. Both have specific fonts and shouldn’t be changed.
  
  
• Color palette - specified colors, used in all communications to represent the university’s brand. All the university materials must use the approved colors from the color palette with approved colors.
  
  
• Typography - specific type/font used
  
  
• High-quality photography - the office of university relations contains thousands of good quality images available for the use of the university departments. 

 
 
 

CHALLENGES:

The Western Michigan University website also displayed some of the common mistakes that had been done with their logo across the campus. They provided them as tips to avoid, including:

• -       The university seal and/or seal signature is not for general use
• -       Logos must stay the original size
• -       There shouldn’t be any art or other typing in front of the logo
• -       Color must not be changed
• -       Custom logos are not allowed
• -       Logo shouldn’t be redrawn
• -       Logos shouldn’t be combined

·         How do companies test their VBI?

Source:

DVJ Insights, (2015). Visual Identity Test - DVJ Insights. [online] Available at: http://dvj-insights.com/dvj-solutions/branding/visual-identity-test/

According to the source DVJ Insights, a good way of testing the visual brand identity is through three main stages which are illustrated in one of their diagrams: