In the field of marketing, visual identity plays an essential role in the creation and recognition of brands. According to expert Eros Gomes, “visual identity is the representation of the company, expressed through various elements such as colors, tone of voice, typography, and logos, which communicate the essence and values of the brand to the public.”
A well-planned visual identity can influence purchasing decisions and create an emotional connection with consumers. Nike, for example, is globally recognized for its famous “swoosh.” Gomes emphasizes: “This type of immediate recognition is the result of a coherent and strategically developed visual identity.”
Building a strong visual identity also sets the company apart from competitors. In a competitive market, standing out is crucial. An exclusive visual identity helps the company be remembered and form a positive image. This can be seen in companies like Apple, whose bitten apple is associated with innovation, disruptive thinking, and the hero archetype.
In addition to colors and logos, typography and slogan are essential components of visual identity. Carefully choosing these elements can effectively express the brand’s personality. “Typography and slogan are extensions of the brand, reinforcing its message and values. Think of Nike’s ‘Just do it’ – it’s simple but extremely impactful,” explains Gomes. “It means: just do it. You are already an athlete, you don’t need anything else. This is powerful because it emotionally connects with the audience they seek.”
Visual identity must also evolve over time, keeping up with changes in the market and the preferences of the audience. Companies like Globo and Nubank have updated their visual identities to reflect new positioning and attract different audiences. The evolution of visual identity must be carefully planned so that the essence of the brand remains intact while adapting to new realities.
In summary, visual identity is a fundamental pillar for the success of brands. It not only provides recognition and differentiation in the market but also establishes an emotional connection with the audience. As Eros Gomes emphasizes, ‘well-crafted visual identity is a valuable investment that can directly impact the perception and success of the company’.
