The Role of Graphic Design in Building a Strong Brand Identity


This is especially important in the contemporary world where firms compete intensely for customers’ attention and patronage, for a firm to set itself apart from its rivals or to appeal to its targeted market it must have a brand identity. In the course of the creation as well as the maintenance of this brand the concept of graphic design could not be overemphasized. Graphic design is the technique of portraying the brand’s attributes, character, and information in the means of a logo for the use of color, fonts, and images. The proper design will also help draw attention to it; as well as a trustworthy and professionally seen appearance which will, in the long run, foster a continuous client relationship. This particular article focuses on exploring the significance of graphic design in the construction of the brand image while describing how organizations can apply design elements to achieve a strong brand image.

1. The Power of a Memorable Logo

According to our expert Lisa Ockinga, Chief Product Officer at Ling, “A brand’s logo often becomes the first thing that a buyer is exposed to when interacting with the brand. This serves the function of being a physical representation of not only the brand they are affiliated with but also its values. Logos are graphical symbols that bear branding potential for business; the graphical images have to be unique, distinctive, and flexible in their use across different media. To be universally recognizable and to create a long-lasting impression amongst the target audience, the brand has to be able to integrate the concept of the brand.”

Simple and memorable are incredible concepts that when combined make an incredible logo that would leave a lasting impression. Often people think of the Nike logo, which was the check mark, or the apple that represents Apple Inc. These logos are easily recognizable and convey the key values that are embedded in the respective brands. Apart from helping to facilitate the process of identifying a business, good logos go a long way in creating an impression of legitimacy and wellness as viewed by professionalism.

2. Consistency in Visual Elements

This means that business organizations should ensure that, they are consistent in their marketing initiatives and messages so that, they can be identified by the target market. Mark McShane, Digital PR Agency Owner of Cupid PR says, “Graphic design plays a vital role in creating a coherent look and feel and managing the identity related to the logos, colors, fonts, and images used in any material or media. Such uniformity in the packaging style also serves to strengthen the brand image and makes it easier for the customers to associate with the brand. Recurring items, people, and layout give a professional look that increases credibility with the targeted audience for each logo.”

Through the development of a style guide that can be applied to a brand, it is possible to uphold these consistencies. That defines the precise color palette, fonts, and general look and style that should be in the entire marketing collateral. This guide makes it possible to achieve a consistent and quality experience in terms of visuals when a customer is using the internet, social networks, or print media to identify the brand.

3. The Emotional Impact of Colors

Customers can be influenced by colors and thus it can have a certain overbearing influence on the behavioral patterns of customers. “During the design process graphic designers isolate particular color characteristics that fit the personality and the tonality of the image of the brand. For example, the color blue is often associated with some attributes such as trust and professionalism while red, especially crimson is known to spur interest and motivate more of a sense of urgency. Understanding color psychology can help designers create an image that will be integrated by the target audience’s emotions with the necessary stimulus” shares, Corey Longhurst, Head of Growth at LegalOn.

For instance, green is linked with nature and health, hence, when choosing logos, firms in the organic and health sector often consider green. Equally, it is expected and customary for luxury brands to use black or gold in their logos to give a sense of prestige. The correct color scheme can define the identification of a business and enhance the whole experience from the side of the customer.

4. Typography and Brand Voice

Unfortunately, typography is often ignored although it is very significant especially when it comes to the voice and personality of the business. Gerrid Smith, Chief Marketing Officer at Joy Organics asserts, “There is also a possibility to convey different shades of businesslike images through the choice of fonts, starting from very strict and polished up to relaxed and playful. The use of typography when developed in a consistent, singular manner across the gutters of brand communications also significantly helps in the creation of a strong and easily recognizable brand voice. Fonts that are selected and applied give a company’s identification and attractiveness, while still providing readability to be chosen by a graphic designer.”

For example, the technological company would risk designing typefaces that are futuristic to portray innovation and improved technology. On the other hand, children’s toys might settle for children-friendly fonts or cute fonts more so rounded ones to attract children. That font selection is ideal will enhance the overall communication of the brand and play a role in the construction of brand identity.

5. Creating Visual Storytelling

Graphic design as a field is not only a trendy way to create beautiful items, but it is also a tool that can be used to tell many stories. “Brand managers and designers also use carefully produced images to tell a story and depict the values of the brand. The story of the brand can the told through graphics in the form of infographics or illustrative images and the use of photography. Visual appeal is developed more effectively with the target consumers because this approach helps the brand to feel closer to the viewers” adds, Derek Bruce, Director of the Mental Health First Aid Course. It is possible to use visual storytelling in an array of marketing collateral: website, marketing posts/images on the Internet, and advertisements. For example, the visual that describes the company’s evolution from scratch to the present position can evoke strong emotions because people will want to believe in the company and remain its customers.

6. Enhancing User Experience

For those unfamiliar with the term, user experience or ‘UX’ is a concept quite important in the contemporary world. Our expert, Tim Parker, Director at Syntax Integration states, “It cannot be overstated how much of an input graphic design plays when it comes to the development of the UI and overall betterment of the [sensorial] experience. The positive impressions of a brand by a user could receive an extremely great change if there is a website or app that was developed to have an effective and friendly user interface, beautiful aesthetics, and clear calls to action. The current idea is that when a product is well-designed, it becomes easy for people to use the product, thus availing themselves of the brand.”

User experience design ensures that the user experiences are smooth and well, in this regard, the users are unlikely to get annoyed or frustrated because they will easily find what they are looking for on the site. Larger adopted innovations include a proven appearance of the WWW site that can increase NYT, such as distinguished product categories, high point photos, and simple checkouts therefore increasing NYT and consumers’ satisfaction.

7. Building Trust and Credibility

The importance of trust and credibility of the medium lies in the creation of a powerful brand identity with the help of high-quality graphic design of the graphical package. “Maintaining a desktop and other design components that are non-distracting, simple, and professional creates the impression of reliability. Customers are more likely to develop trust in the quality of the goods or services that are being offered in the market if they see organizational identity in the brand as being well-organized and aesthetically pleasing to the eye. Responsible for maintaining long-term business relationships with clients and also driving customer loyalty trust is acknowledged as a crucial element that should not be compromised.” shares, Adam Crossling, Marketing & New Business Director at zenzero

Moreover, professionalism is also transmitted through the professional layout, which in turn can be associated with such values as stability or dependability. For instance, a financial services firm that has well well-designed corporate website as compared to a shabby website presented by any firm will be more easily trusted by the public. It also stated that to establish trust the design must always be standard but the best quality and the company must practice clear and relevant information.

8. Differentiation from Competitors

Competition cannot be underestimated thus proper strategies should be used to avoid locals and other carriers to easily compete with the firm. Holly Cooper, Marketing Manager at LUCAS PRODUCTS & SERVICES says, “Graphic design aids in shaping a unique class of their own that helps the brand to stand out from the rest. Creativity and design proposals are available to help the designers expand the focus on the company’s distinct selling features and use them to make the brand more interesting to the targeted audience. When one can stand out through unique designs then he or she will be able to attract new customers while also retaining the existing ones.”

The applications of non-standard graphic items including but not limited to logos, icons, or unusual color schemes can help create a distinct image of the brand, which renders itself recognizable. For instance, various factors make Coca-Cola unique from other soda brands as some of the basic elements are the color red and the script style of the brand name. Separating yourself from the numerous competitors is an enjoyable and easy task through the following factors Differentiation makes it easier for the customers to remember your brand and choose it over the rest in the market.


It can also be stated that within this particular formation of an influential and highly recognizable brand image, graphic design plays a crucial role as one of the most significant fundamentals. Graphic design has multiple purposes in contributing to the formation of the image of a brand; identifying the logo of the brand, sustaining the consistency of aspects in line with the brand image, adding to the cognitive and emotional persuasiveness of the colored typeset, improving the quality of users’ experience, building credibility and creating a distinction from competitors in the particular industry. It plays a very central role in businesses as it enables them to pass on their beliefs, reach out to the public, and create a strong, easily recognizable brand with sound graphical designs which will help the business possess a consistent brand image for a very long time. There is no doubt that in this ever-changing world keeping a good brand and having it supported by good graphic design is an imperative tool for ensuring dominance and growth in the business.