Make a visual statement–create an authentic visual foundation of your brand.
The elements of your visual foundation:
- A brand color palette includes primary, secondary, and tertiary levels of colors.
- The typography used complement one another, the mood, and the brand story.
- The logo type is the name in typeface. Often, a typeface may be custom designed or an altered existing typeface that helps to solidify the characteristics the business needs to embody.
- The mark (if one is to be created)–the icon, or the image that is used with your logo type–style of mark, the strokes, the enclosures (if any), has become more crucial in today’s social media market. Even if a mark isn’t created for the full logo, an alternative version of the logo that fits within a small square space must be developed.
The interaction of the typography, mark, the spatial relationships of the type, colors, type to mark, etc., and the psychological and physiological affects, all contribute to visual voice and message.