The visual identity of a company (or service) is the set of elements that articulate its visual environment. It is part of the disciplines framed in branding. Its mission is to establish a system for the identification of the brand by its users. 

It is usually composed of a logo (logo), which is the minimum visual unit needed to represent a company or service. A style guide, where aspects such as brand colors, typefaces, reductions or safeguard spaces are defined, among many others. And a user guide that includes the graphic solution to apply the brand in different media and contexts where it is represented: documentation, online media, packaging (packaging), interior and exterior signage, vehicles, external media (posters, billboards, mupis , etc.) or any other support that the company uses.

Visual identity is essential, not only because it establishes a homogeneous communication system that allows its users to identify it, in addition, it materializes each of the messages that the company sends to its consumers. It is the vehicle through which it expresses and communicates.

The creation of a visual identity is a collaborative process between the company that demands the visual development of its brand and the agency, study or freelance that materializes it.

In the earliest phase of the project all possible information is collected: history, context of the company or service, competitors and users. The customer is the absolute protagonist in this phase, since he is the best connoisseur of the product, company or service.

With the information obtained in the previous process, strategic proposals are made and possible solutions are planned. The objectives, the personality of the brand, the tone of communication, and other aesthetic considerations are defined: the visual aroma or the color palettes to explore.

In the third phase the visual concept is created that supports the decisions made in the second phase, the visual identity is designed and the visual universe of the brand is built, paying the maximum possible attention to each of the elements that make it up. It depends on this that the brand is visually consistent, a basic premise in the construction of visual identities. Then, in the implementation phase, use and style guides and deliverables are prepared.

These are some of the benefits that a good corporate image brings to a company:


Increases the value of a company as it constitutes a competitive advantage over its rivals.


It occupies a prominent place in the minds of consumers and your competition.


It helps to distance yourself from the competition by creating your own discourse through a unique visual narrative.


Increases the ability of the brand to be recognized and differentiated within the market in which it operates.



Generate a communication with your audience fluid, homogeneous and constant over time.



Projects an image of professionalism that translates into trust on the part of consumers.

Why is it important to enhance the corporate image of a brand?

Having a good corporate image constitutes a competitive advantage, since it establishes a consistent and homogeneous communication system with users, impacting on the trust and positioning of the company, increasing its value.

What is corporate image design?

It consists of the creation of a set of visual elements in order to establish a system that allows a company, product or service to be recognized by consumers.

What is the objective of corporate image design?

Although the objectives of a visual identity are defined in the first phases of the visual development of a brand and vary from one project to another, as general objectives, we can cite: increasing the visibility, recognition, differentiation and coherence of the brand in question .

How to improve the design of a brand's corporate image?

To improve the corporate image of a company, the most optimal is to propose a redesign of it, reinforcing the brand’s strong points and minimizing or rethinking its weaknesses, through a consistent strategy and a process of visual synthesis, resulting from a correctly picked information, collected in a first phase of analysis and research.

Paloma García

UX · 12 / 12 / 2019

Use PageSpeed ​​Insights to improve the quality of a Landing Page

Users are increasingly demanding, so we must offer fast and satisfying experiences. Therefore, it is important to optimize the loading time of our landing page. And we must be more demanding with our site on mobile devices. According to recent studies, the average loading time of a page on a mobile device is 22 seconds. Taking […]

Paloma García

UX · 24 / 10 / 2019

What is CRO? Description and key concepts

In our blog we have already addressed issues related to the CRO concept, as tools to optimize it, what is AB testing and design improvements to maximize conversions. It is time to go back one step back and define in more detail what CRO (Conversion Rate Optimization) is, as well as other key concepts related […]

Pedro López

UX · 13 / 09 / 2019

Can a good web design increase the conversion rate? The answer is yes.

El  diseño UX/UI (experiencia de usuario/interfaz de usuario) ha cobrado una gran relevancia en los últimos años. Con páginas (landings) claramente orientadas a objetivos, cada decisión tomada en el proceso de diseño puede ser decisiva a la hora de llevar al usuario a buen puerto.

Send this to a friend