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Building a visual identity is an essential part of defining your brand. It is how consumers differentiate your brand from competitors. Many components go into visual identity, including logo design and color selection. Fashion Business Essentials contributor Joshua Williams takes us through building visual identity and how it engages a customer base and communicates your brand’s story.
Watch the full video to learn about:
- Why branding is important to success
- Creating a logo that reflects your brand
- The building blocks of visual identity
- What you should do if your branding doesn’t fit your vision
Why Visual Identity is Important
You have to establish a brand identity. A visual identity makes an impact and encapsulates your brand ideas. Fashion is based on how we see; it’s a visual medium. Therefore, your logo or icon says a lot about who you are as a brand.
A good example of strong visual branding would be Supreme. They’re known for their products and how they sell them, but a key to that success is that everybody knows their logo. As a result, logos have become a powerful way of selling products.
One of the most well-known logos is the Louis Vuitton “LV” logo. What’s interesting about the Louis Vuitton logo is that the founder of Vuitton created the “LV” to protect the bag. He realized that if they put that mark all over the bag, nobody else could copy it.
Don’t Limit Yourself
There are a few things in fashion that you can protect legally from litigation and tax issues, but branding is one of them. You start with your mission, your vision, and your values. Then you have your logo and brand colors. With all of these things combined, you have your brand’s building blocks.
Remember that brands are constantly growing and changing. Most people don’t notice this because their changes are so subtle, but even Coca-Cola changes its logo all the time. Your branding should represent your business at that particular moment. It can always morph and change as your brand grows. Innovation comes when you’re breaking the initial rules of your fashion business. It’s important to know that you don’t have to nail it the first time.
Fashion branding is more than just a logo and your mission, vision, and values. But these things are the foundation of your business.
Interested in learning about all fashion branding? Check out the Fashion Business Essentials online course featuring Parsons School of Design and WWD.
