Visual Branding Overview

What is Visual Branding? Well visual branding is a series of visual elements that include an image, message, taste, etc. designed as a brand identity so that it can be recognised by its target market. In visual branding itself, there are several types of element components, including logos, colours, illustrations, photography, typography, etc. All these elements are put together as a series of forms that can convey the vision and mission of a brand to the target market or audience. Visual branding is very important in terms of building an image in the eyes of the audience so that the audience can feel how the perception of a brand is even to remember it.

The Basic of Visual Branding

Visual branding was created to give each brand a unique identity. The point is that the audience can recognise, understand and even stick in their minds about the brand that we are trading. This is a business competition that can be considered very creative, therefore let’s review the components contained in visual branding, among others:

1. Logo: A graphic design representation of a brand that is the key and centrepiece of a visual identity.
2. Colour: A colour palette that reflects the values and feelings that the brand wants to highlight with the aim of influencing the audience’s emotional bond.
3. Typography: Typeface or font style that is combined to create a brand’s communication style in order to better convey its purpose to the audience.
4. Visual Elements: Design elements that function as logo supporters such as illustrations and supergraphics.
5. Photography: Images that represent the visual identity and application of a design element on a specific object to support the brand identity

Visual Branding Theory

Actually in visual branding design there are several stages that make a visual identity effective. Of course in the process of prioritising the Design Thinking method, this is very important especially in understanding the wishes of the audience, especially in the application of the product later when in the refinement stage. Visual branding must also have the impression of Simplicity so that the logo or visual element is simple enough so that it can be easily recognised, then consistency is key because visual elements must be applied consistently not changing in order to leave a memory for the audience. Not only that, uniqueness and even relevance and flexibility need to be applied so that the design can highlight the uniqueness and relevance to the field, especially flexible in use in various media and other design platforms.

Improper Visual Branding

In fact, we still often encounter visual branding that is not appropriate or even careless, causing the wrong meaning and arguably ambiguous. This often happens especially in the logos of companies that are still pioneering so they don’t know about the standards and basic principles of visual branding itself, Some of the logo designs listed above are designs that fail miserably. The design above can be declared a total failure because it can cause misperceptions in the audience. The designs that exist and have been created are ambiguous or have other meanings and intentions so that someone can misunderstand. By paying attention to the vision and mission to the needs of the audience, we should be able to create a more proper and good logo that does not cause misunderstanding. An effective and targeted logo will increase someone’s interest and understanding of the brand.

In determining the selection of the basic design of a brand identity, we must be careful because we must not be mistaken and even deviate from the existing goals and objectives. A logo that is too complicated and does not show the meaning of a brand’s identity is a bad logo as a visual branding.

If you look at local businesses in Indonesia, especially if in Malang, currently there are many local MSMEs that have a business idea and even a good product vision and mission. However, at this time the reality is that they all do not necessarily have good visual branding to be known by all circles, most of these small businesses only display the title or name of the maker of the item but do not show what products they actually want to offer. This is really unfortunate due to the habits of entrepreneurs who want the logo to be simple and not complicated, especially the lack of education about visual branding.

One example of this is that it only focuses on writing the name without any visuals that represent what products are actually offered. It is better if the visual branding of small entrepreneurs is addressed so that it is more fit for purpose and directed. Identity harmony is very important to build a good and correct visual branding.

Proper Visual Branding

Well, now that you know how bad visual branding looks like, it’s time to know how visual branding should look like and is suitable for the audience. The following are examples of visual branding that can be said to be good and give a memorable impression to the audience.

From this logo, it is clear that the business run in the form of F&B with a focus on coffee shops named ‘Roketto’ this café has succeeded in showing its identity through coffee beans as the main menu that is traded like a variety of processed coffee and also the rocket symbol to represent the name Roketto itself. The audience who is their target market will be interested and know what this café is selling for them.

Evaluations

Finally, a visual branding must prioritise the uniqueness that represents each brand. The design elements used must be relevant and consistent so as not to create a design that changes and can be remembered by the public.

Visual Branding Conclusion

Visual branding is a key component that can determine the success of a business. By applying the Design Thinking method and the right design principles, a brand will come into existence with a strong identity in the market, memorable, and most importantly in accordance with the wishes of the intended audience. Reflecting on the logo of café Roketto shows how carefully designed visual elements can provide a difference through the uniqueness offered from a variety of brand competition in today’s competitive market. The point is that the right visual branding is the key to the success of a business that can run and continue to grow and compete in their respective markets. The final word from me is that visual branding is key and needs to be applied not only to a brand or brand that you want to create but also to yourself because someone always judges through what they see and feel the first time they meet

Reference

• Wheeler, Alina. Designing Brand Identity. 2021
• Instagram Roketto Coffee & Co
• UD. Berkah Jaya Bu Tunik Kerajinan Tangan, Malang, Jawa Timur

By Thomas Deo Wrehansmukti Aristiko – 2702224244