A brand’s visual identity consists of the visual elements that are consistently used to communicate the spirit of the company’s values, personality and more. These visual elements are normally present in any and all efforts used to promote a brand and its products or services. A logo is a very important element of brand’s visual identity, but there are so many other elements involved, as well. More examples include a brand’s web design, colors, packaging, video, building architecture, dress code, illustrations, and iconography. Visual identity includes anything connected with a particular brand and is a crucial piece of a complete and effective brand identity.
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