# Visual identity

Crafting your brand’s visual language, including your logo, typography, colour palette and graphic artworks.

**Written by:** Bence Bilekov, Founder of Brand Purist

### Brand Purist, your visual identity partner

Brand Purist is a London-based branding agency working with startups and small businesses around the world. We design compelling visual identities that make your brand instantly recognisable and memorable. Discover how we can help your organisation grow through a cohesive and striking visual identity.

## What is the visual identity?

Visual identity encompasses the visual elements that represent and communicate your brand’s personality and values. It includes your logo, colour palette, typography, and other design elements that create a cohesive and recognisable brand presence.

            - ![Photo of a young person, seen from behind, draped in a Glamp branded blanket, standing on a hill and gazing towards a distant range of mountains. ](/branding-projects/glamp-glamping-marketing-platform-branding/glamp-glamping-marketing-platform-branding-merch-brandpurist-bence-bilekov-2800.jpg)

            - ![Fliff advertising on a large outdoor billboard. ](/branding-projects/fliff-social-sportsbook-branding/fliff-social-sportsbook-branding-billboard-brandpurist-bence-bilekov-2800.jpg)

            - ![One Small Pixel website homepage with ‘Push for the unexpected’ and ‘Experiences that move’ slogans displayed on a tablet. ](/branding-projects/one-small-pixel-creative-studio-branding/one-small-pixel-creative-studio-branding-website-on-tablet-brandpurist-bence-bilekov-2800.jpg)

*Visual identity examples: Glamp, Fliff, and One Small Pixel.*

## Key components of the visual identity

    - **Logo design:** A unique and memorable mark that embodies your brand’s essence.

    - **Colour palette:** A consistent colour scheme that conveys your brand’s personality.

    - **Typography:** Fonts and typographic devices that communicate your brand’s voice and style.

    - **Graphic artworks:** Simple design elements that complement the logo and enhance recognition.

    - **Imagery and iconography:** Visual elements, such as photos, illustrations and symbols, that support your brand’s messaging.

    - **Animations and motion graphics:** The added element of motion that accentuates your brand’s personality.

    - **Layout and composition:** The structure and arrangement of visual elements.

## Why does the visual identity matter?

A compelling visual identity is crucial for making a strong first impression and ensuring your brand stands out in a crowded market. It’s important because it shapes how your brand is perceived. If done consistently across all brand touchpoints, it can build trust with your audience, enhance brand recognition, and lead to customer loyalty.

        [Video](https://www.youtube-nocookie.com/embed/RPI1mWTwXZI?rel=0&vq=hd1080&controls=1&showinfo=0)

## Our approach to visual identity design

At Brand Purist, our approach to visual identity design is strategic and collaborative. We start by understanding your organisation, target audience and competitive landscape. Then, we clarify your brand purpose and core values and translate them into visual elements that resonate with your audiences. Our designs are not only aesthetically pleasing but also align with your overall brand strategy, ensuring a consistent and impactful brand presence.

## Visual identity examples

Our strategic visual identity designs have enabled brands to turn heads and disrupt industries. Here are a couple of examples:

        [Video](/branding-projects/shape-beyond-business-consultancy-branding/shape-beyond-business-consultancy-branding-animation-brandpurist-bence-bilekov.mp4)

### [Shape Beyond: disruptor consultancy](/branding-projects/shape-beyond-business-consultancy-branding/)

Brand Purist partnered with the former CFO of ASOS, Helen Ashton to create a mould-breaking, dynamic brand for her new company. The Shape Beyond logo is a singular elegant stroke, symbolising unity and collaboration. One path — with twists and turns — represents the journeys businesses are guided through. The colour palette reinforces the concept of nurture and nature, utilising colours that evoke a sense of warmth and growth. Organic shapes, inspired by the logomark’s fluidity, serve as dynamic brand expressions. They capture the evolving essence of today’s never normal world.

        ![Grey sweatshirt with YR Store branded label and spot UV-printed swing tag. ](/branding-projects/yr-store-design-print-fashion-brand/yr-store-branding-swingtag-screen-printed-spot-uv-brandpurist-bence-bilekov-1400.jpg)

        ![Customisation booth for YR x A Bathing Ape at Selfridges in London. ](/branding-projects/yr-bathing-ape-cult-fashion-collaboration/yr-bathing-ape-selfridges-front-brandpurist-bence-bilekov-1400.jpg)

        ![Vibrant image of YR Store’s womens crop top featuring a tropical print from the lookbook. ](/branding-projects/yr-store-design-print-fashion-brand/yr-store-look-book-shoot-alex-crop-brandpurist-bence-bilekov-1400.jpg)

        ![Customisable BB-8 placement artwork by YR Store. ](/branding-projects/yr-star-wars-personalised-fashion-collaboration/yr-star-wars-selfridges-fashion-retail-design-bb8-brandpurist-bence-bilekov-1400.jpg)

### [YR Store: personalised fashion label](/branding-projects/yr-store-design-print-fashion-brand/)

YR Store transcends printed garments, offering an interactive fashion experience for consumers. Keywords like unconventional, disruptive, current and credible shaped our approach to the brand’s visual identity. The short name presented a pathway to a simple lettermark design. We constructed dynamic ‘shard’ patterns from the mark that can be applied across various media. They have become an instantly recognisable YR asset.

## Frequently asked questions

### What’s the difference between visual identity and brand identity?

Visual identity is a component of the brand identity that focuses on visual elements like logos, colours, and fonts. Brand identity encompasses the overall perception of your brand, including its values, messaging, and personality, in addition to visual aspects.

### What is the typical timeline for developing a visual identity?

The timeline for developing a visual identity varies based on the project’s scope, but it typically takes 4 to 6 weeks, including research, design, and revisions. However, if you need a visual identity quickly, our Brand Sprint methodology can provide the essential components in a matter of days.

### Do you offer services for updating or refreshing an existing visual identity?

Yes, we specialise in both creating new visual identities and refreshing existing ones to better align with your brand’s evolution and current market trends.

### What deliverables will I receive from a visual identity design project?

We tailor the deliverables to our client’s requirements, but a typical visual identity package includes the logo, colour palette, typography guidelines and graphic artworks.

### How do you ensure my visual identity is consistent across all platforms?

We create a comprehensive brand guidelines document that outlines all design elements and how they should be applied across various touchpoints.

### How much does visual identity design cost?

The cost varies depending on the complexity and scope of the project. We provide tailored quotes after discussing your specific needs and objectives.

## Client feedback

**Branding a social sportsbook startup:**

> "We came to Brand Purist to create a new visual identity, but the sprint process went much beyond that in also helping us refine our core values and vision for the brand."
> — Matt Ricci, CEO, Co-Founder of Fliff

**Business consultancy branding for the never normal world:**

> "Absolutely loved going through the Brand Purist brand sprints. What a great idea with a superb outcome. I’m looking forward to working together in the coming years."
> — Helen Ashton, Founder, CEO of Shape Beyond

**Brand strategy and visual identity refresh for custom clothing company:**

> "Our rebranding has been a huge undertaking – one which has required us to rethink how everything from our logo and stationery look to the design of the website. But we couldn’t be happier with the results."
> — Alex Econs, Director of ICON