Does my business really need a visual identity?

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The days when only large companies had the opportunity to work on their advertising are over. As important as offering a good product or service, a well-established visual identity is essential for your company to achieve the best possible results.

If we consider the competitiveness of the current market scenario, companies that do not invest in their communication will already be at a significant disadvantage compared to their competitors. Therefore, a solid and well-defined image is essential.

Everyone has come across an advertisement on the street and, even without paying attention to its content, knew that it was for a specific brand. This phenomenon occurs through the development of visual identity. A task that involves a series of decisions made in accordance with the company's values. So that, visually, everything that encompasses its communication needs reflects its institutional values.

“Through visual identity, a company expresses what it sells and/or believes in.”
Colors, typography and symbols are some of the elements self employed database that designers use to create a universe of possibilities. The aim is to make the company stand out both in the public's memory and in the different media in which it is present. This process usually begins with the development of the logo. The logo is the graphic symbol that presents your company. In other words, it is the first contact that your customer will have with your product or service.

This creation is based on the organization's image, vision, values, target audience and mission. The logo is the simplest way for someone to identify the presence of your product or service. It should be applied not only to communication pieces, but also to any institutional material.

Once the brand is created, a document called the Visual Identity Manual is created, which defines a set of guidelines. In other words, some “rules” that seek to standardize and harmonize the production of all the organization’s visual materials, so that the public can recognize them. This document may be different for each organization, but the most common ones contain, at the very least, variations of the logo, typography, color palette, type of language and supporting elements.


Below, I list some benefits of having a well-defined visual identity:

A well-defined visual identity impacts the company's recognition in the market. When a visual standard is established, we create a unique image in the consumer's mind.

Brands that use a clear and objective standard in their communication materials convey more credibility, as they are considered more professional and therefore more trustworthy.

If a company has credibility, this directly reflects on its sales, as the fear of buying its product or hiring its services is reduced. In addition, a good brand is able to create identification between the company and its customers, attracting consumers.

Now that I understand the importance, how am I going to create a visual identity for my company?
To achieve this, it is important to have qualified professionals to create the best graphic representation of your company. This consolidates the visual identity of your brand in the market. The first step, after studying the company, is to define the attributes and feelings that you want to convey through it. Based on this information, creative professionals must generate alternatives and develop the essential guidelines of the manual, ensuring that what the company expects is conveyed.

Therefore, it is essential to have the advice of highly qualified professionals to create the best possible image for your company and consolidate your brand's visual identity in the market.


In this article, you understood the importance of visual identity for companies. If you have any questions, seek help from specialized companies like AltG . They will create an identity for your business! This way, you will guarantee a prominent place for your company in the public's imagination!