The logo is often the first thing people notice when they encounter your brand, and the visual identity encompasses all the elements that make the brand stand out and leave a strong impression. In addition to the logo, it’s important to consider other aspects of the visual identity, such as colours, typography, graphic elements, and the overall design of all marketing materials and the website.

All these components need to be harmonized to create a consistent and recognizable brand appearance.

Defining your brand identity

When it comes to building a successful business brand, it is crucial to define who you are, what you represent, and who your target audience is.
The first step in the brand definition process is a deep understanding of your target audience. To achieve this, you need to research your potential clients or customers because identifying the target audience is essential for shaping your brand identity.

Consider the age, gender, education, and interests of your potential customers:

  • Age: What age groups do your consumers belong to? Understanding the differences between different age groups will allow you to adapt your approach.
  • Gender: Studying the differences between male and female audiences can help you create campaigns that appeal to both genders.
  • Education: What level of education do your clients have? This can influence their preferences and values.
  • Interests: What are the interests of your potential customers? Understanding their hobbies and passions can help you tailor your offerings.

Brandiranje infografika

To properly cater to your clients, you must delve deeper into their preferences and values. What products or services are they looking for? How do they relate to environmental issues or sustainability? Now that you have a better understanding of your target audience and their needs, it’s time to define your brand identity.

What are the core values that your brand advocates for? What is your mission? Your mission should reflect what you aim to achieve with your products or services.

Logo design

Designing an engaging logo begins with understanding the basic principles of design. A logo should be simple and recognizable. It’s important to consider proportions, balance, and clarity to ensure that your logo is effective in various sizes and situations. Effective logo design should reflect your brand’s personality.

This is achieved by using minimal elements with a strong visual impact. Your logo should communicate who you are and what you represent in just a few seconds. Colours have a powerful influence on brand perception; each colour carries its own meaning and emotions.  Choose colours that reflect your values and attract your target audience.

If you want your logo to be professionally crafted, consider hiring a logo design expert as they have the experience and creativity needed to create a unique and effective logo.

When you decide to engage a designer, it’s important to communicate your needs and vision effectively. Collaboration with a professional will help you achieve the desired result.
If you want to try designing a logo yourself, it’s important to research and educate yourself about the tools and techniques .For DIY logo design, you can use various tools and software. Some popular options include Adobe Illustrator, Canva, and online logo generators. Choose the one that best suits your needs and skills.

Developing visual identity

Skica vizualnog identiteta

The visual identity of your brand makes it recognizable and allows it to stand out in a competitive market. The first step in developing your brand’s visual identity is choosing the right brand colours, which play a crucial role in creating an emotional connection with your consumers.

Choose colours that reflect your brand’s personality and values, and they should be consistent across all platforms and marketing materials. To make smart colour choices for your brand, it’s important to understand colour psychology, as each colour has unique symbolism and can evoke different emotional reactions.

For example, blue may symbolize trust and stability, while red may suggest passion and energy. Proper use of these associations can deeply impact your brand’s perception. It’s important to consider how the chosen colours will combine and how they will look on different media. The colour palette should be attractive but also functional, allowing for easy brand identification.


Typography is another important aspect of your visual identity. Choosing the right fonts can significantly enhance your brand’s recognizability. Select fonts that reflect your brand’s character and are easily readable on all devices.

High-quality typography can add a professional look to your brand. To emphasize the importance of typography, use the same fonts on your website, marketing materials, and social media, as consistency in typography helps create recognition.

When developing a website for your brand, choose fonts that are compatible with your other graphic elements. Fonts should be readable and adaptable to different screen sizes. Additionally, consider using different fonts for headings and body text to capture the attention of visitors.

Choosing images and graphics that reflect your brand

Images and graphics play a vital role in communicating your brand. Select images and graphics that reflect your values, products, and goals. Original images and graphics can add authenticity to your brand.

When choosing images and graphics for your brand, consider their consistency with the rest of your visual identity. Images should align with the colors and typography you’ve chosen. Also, consider using your own photographs and graphics to stand out from the competition.

Developing your brand’s visual identity requires attention to detail and consistency in all aspects. Through careful selection of colors, typography, images, and graphics, you can create a recognizable and appealing brand that stands out in the market. Don’t forget to regularly review and update your visual identity to remain relevant and attractive to consumers.

Implementing the visual identity in website design

After carefully choosing your brand’s colours, fonts, images, and graphics, it’s time to implement them. This involves applying them to all marketing materials and your website.

The design of your website plays a crucial role in shaping your brand’s perception. Use your chosen colours and typography to create a consistent and recognizable look. To maximize impact, ensure that your visual identity is clearly visible on every page of your website.

This includes using selected colours, fonts, and graphics in headings, background elements, and other parts of the site. Your website should reflect your brand in the best possible way.

Developing the visual identity for your brand requires attention to detail and consistency in all aspects. Through careful selection and application of colors, typography, images, and graphics on your website, you can create a recognizable and appealing brand that stands out in the market.