by | Sep 19, 2019

The core of a brand is expressed through its visual identity system.

We want to create visual harmony. This means using the color palette, typography, imagery, and icons to assemble a coherent rhythm in order to establish the foundation of a brand. Like a great band, different instruments ebb and fl­ow together in harmony, while still leaving room for variety. For instance, a guitarist might start a solo, while the rest of the band continues not breaking the song’s overall cadence. It’s the variation within the system that makes music special.

This is the main function of a great visual identity system– balancing consistency with variety. Good design, especially in internal communications, should walk the line between being visually consistent but also throwing in a bit of variety, creating something that is recognizable, yet more memorable or eye-catching than previous communications (For more on this, check out this blog). Using visual harmony, you can better design communications that have both consistency and a fresh look.

It’s very important to stay true to the original brand. In some cases you could be dealing with a decades old brand that relies on its original roots when dealing with visual identity.  But in some cases there may be a way to take a step back and look  at the branding elements, dissect them and bring a design to the table that is fresh and new, without having to leave anything old behind. Try to find ways to bring visual harmony to old design and make it new again.

Just like Johnny Cash says, “I find it very, very easy to be true.” It’s always easy to stay conservative, but sometimes you may be surprised that when you walk the line and challenge the branding, you may see something different than you did before and see visual harmony where you maybe haven’t before.

Do you need help creating visual harmony? Tribe can help.

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