A company’s brand can be as valuable – if not more so – than the products and services it offers. Apple’s brand alone is worth $184 billion, while Google’s is $141 billion. Yes, that’s billion with a B.
While a brand identity is comprised of many qualities, visual identity is arguably its most important. This includes the logo, sure. But it’s also the typography, the icons and the illustrations. It’s the photos you use in your ads and the footage you use in your videos. It’s the color palettes and contrast methods you use on your site and various mediums of social media.