visual identity
/ˈvɪʒ.uəl aɪˈdɛn.tɪ.ti/ · vis·u·al i·den·ti·ty
noun
- The set of visual elements—such as logo, colour palette, typography, imagery and graphic style—that together represent and distinguish a brand or organization. The company's new visual identity features a minimalist logo and a bold, teal colour scheme.
- The overall visual representation and aesthetic of an entity, used to convey its values and personality to an audience. A strong visual identity can make a nonprofit instantly recognizable at community events.
Synonyms
brand imagecorporate imagevisual brandingbrand identityvisual languagebrand aestheticsgraphic identitybrand look
Antonyms
Did you know? The term "visual identity" was popularized in the 1990s by branding consultants like Wally Olins, who emphasized that a cohesive visual system could be as powerful as a company's mission statement.