Visual Identity

Every organization has an image and an identity.

Image has a couple of broad definitions. When we look in a mirror, we see an “image” – a reflection of reality. It’s not the real thing, just an image of the real thing. We are created in the image of God. We are not God, but we are a reflection of Him.

In the context of our subject today, “image” is a mental picture of something. We could call it a mental reflection. It’s what you think about something or someone, or what they think about you or your organization. So, image is perception, and perception may or may not be the truth.

Identity, on the other hand, is the condition or fact of being the same in all qualities under consideration. We think of identical twins — they are the same. And remember, “same” doesn’t mean “similar.”

In Branding, we can only control one of these factors. We can only control our Identity. We can influence our Image, but others actually control it, because it only exists in this space between their ears. However, the more consistent our identity, the more consistent our image will be. And the more consistent our image, the more people will remember us and think favorably about us.

So let’s talk about Identity. And remember, we’re talking about Visual Identity. Because we learn so much through our eyes, it’s important to make sure that our “look” is consistent with who we are. That’s why we spend so much time concentrating on our visual identity.

Identity is a three-legged stool. Your visual identity has to have all three to be in balance:

Clear statement of purpose – the philosophy of Identity
Identifiable signature – the personality of Identity
Consistent use – the practice of Identity

Want to know more how this can work in your organization? Contact Dave Baseler.