In the field of marketing, the visual identity has an essential function in the creation and recognition of brands. According to the expert Eros Gomes, the visual identity is the representation of the company, manifested through various elements such as colors, tone of voice, typography and logos, that communicate the essence and values of the brand to the public.”
A well-planned visual identity can influence the purchasing decision and create an emotional connection with consumers. A 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.”
The construction of a strong visual identity also differentiates the company from its competitors. In a competitive market, standing out is crucial. A unique visual identity helps the company to be remembered and to form a positive image. This can be observed in companies like Apple, whose bitten apple is associated with innovation, disruptive thinking and the archetype of the hero
Besides the colors and logos, the typography and the slogan are essential components of the visual identity. The careful selection of these elements can effectively express the brand's personality. The typography and the slogan are extensions of the brand, reinforcing your message and values. Think of Nike's 'Just do it' – it's simple, but extremely impactful, explain Gomes. "That means: just do it". You are already an athlete, you don't need anything else. This is powerful because it connects emotionally with the audience they seek.”
The visual identity must also evolve over time, keeping up with changes in the market and in audience preferences. Companies like Globo and Nubank updated their visual identities to reflect new positions and attract different audiences. The evolution of the 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 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 highlights, "a well-crafted visual identity is a valuable investment that can directly impact the perception and success of the company"
