In the field of marketing, the visual identity has an essential role in the creation and recognition of brands. According to expert Eros Gomes, the visual identity is the representation of the company, manifested through various elements such as colours, tone of voice, typography and logos, que comunican la esencia y los valores de la marca al público.”
Uma identidade visual bem planeada pode influenciar a decisão de compra e criar uma ligação emocional com os consumidores. A Nike, for example, is recognized worldwide for its famous “swoosh”. Gomes emphasises: “This type of immediate recognition is the result of a coherent and strategically developed visual identity.”
The creation of a strong visual identity also differentiates the company from competitors. In a competitive market, standing out is crucial. An exclusive visual identity helps the company to be remembered and to create a positive image. This can be observed in companies like Apple, a maçã mordida está associada à inovação, pensamiento disruptivo y al arquetipo del héroe
Além das cores e logotipos, the typography and the slogan are essential components of the visual identity. A careful selection of these elements can effectively express the brand's personality. A tipografia e o slogan são extensões da marca, reaffirming your message and values. Think of Nike's 'Just do it' – it is simple, but extremely impactful, explains Gomes. That is: simply do. You are already an athlete, nothing else needed. This is powerful because it emotionally connects with the audience they seek.”
A visual identity should also evolve over time, monitoring changes in the market and audience preferences. Companies like Globo and Nubank 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, the visual identity is a fundamental pillar for brand success. She not only provides recognition and differentiation in the market, but also establishes an emotional connection with the audience. How Eros Gomes stands out, uma identidade visual bem elaborada é um investimento valioso que pode impactar diretamente na percepção e no sucesso da empresa
