Elements of a good visual identity

More than just a logo: How a strong visual identity can transform your brand

Brand identity

Elements of a good visual identity

Each branding element works together to create a unified identity that communicates your brand’s visual language and there are five key elements to consider:

Logo: Your logo is the centrepiece. It should be simple, memorable, and reflective of your brand's ethos.

Colour palette: Colours evoke emotions and can convey specific messages. Your colour palette should align with your brand's values and the emotions you want to elicit in your audience. For example, red can symbolise passion and excitement, while blue often represents trust and reliability.

Typography: The fonts you use play a crucial role in conveying your brand's personality. Whether it's a playful handwritten script or a clean, modern sans-serif font, consistency in typography helps reinforce your brand's identity.

Photography: A picture is worth a thousand words, and when it comes to your brand’s photography, it’s an opportunity to communicate your brand story through images and videos, strengthening your visual identity. The images you choose to represent your brand can greatly influence how your audience perceives you.

Design elements: These visual elements serve as stylistic extensions of your brand. From simple lines and shapes to bespoke icons, these visuals can help create a consistent and recognisable brand image across different platforms and mediums.

Why does a visual brand identity matter?

Why does a visual brand identity matter?

In a competitive marketplace, differentiation is key. Your visual identity can serve as a unique identifier that sets you apart from competitors. An innovative and carefully thought-out visual identity can capture the essence of what makes your brand special, making it easier for customers to choose you.

A strong visual identity can also effectively convey your brand's core values and personality traits. For instance, a brand aiming to promote eco-friendliness might use earthy tones, textures, recycled packaging, and natural imagery, instantly communicating its commitment to sustainability.

84% of customers are also more inclined to stay loyal to a brand whose values align with theirs. When customers feel a strong affinity for your brand, they are more likely to become loyal advocates, who not only continue to purchase but also spread positive word-of-mouth.

With an unpredictable economy and lifestyle changes, it’s important that your visual identity can grow and adapt to evolving trends and changes in customer behaviour. This adaptability ensures that your brand remains relevant and appealing to new audiences, while still retaining its core identity.

As an example, see how we made a difference for Sleepeezee when they approached us to help with their rebrand. https://www.coolblue.co.uk/project/sleepeezee

On-line and in-store materials
On-line and in-store materials

In summary

A well-crafted visual identity provides a cohesive and consistent look and feel across all brand touchpoints, from your website and social media to your brochures, packaging, and marketing materials. When customers see consistent visuals across different platforms and mediums, this recognition builds trust and credibility, making your brand more memorable and reliable. This consistency extends beyond just aesthetics; it signifies that your company pays attention to detail and is committed to delivering a consistent experience to its customers.

Like what you see?

Selected Works

The North East Ambulance Service:Make a Life-Saving Difference.

Harrogate Spring WaterMindful Drinking takes centre stage at Festive Influencer event.

Barker and Stonehouse: Gateshead Store LaunchUnveiling the new £5m store in Gateshead.

Harrogate Spring Water - Mindful DrinkingBringing a taste of Royal Ascot to North Yorkshire.

The City Baths Newcastle X John LewisBringing a brand partnership to this historic leisure destination.

Barker and Stonehouse: A Story of SustainabilityA sustainable approach to furniture retail.

Grainger MarketEnhancing Newcastle’s Bustling Grade I Traders Market.

Anglo American:Powering cyber security.

Teesside UniversityCelebrating the Tees Valley digital community.

ProtiumStakeholder communications and engagement strategy.

Banks HomesCreating a unique brand identity for the new-to-market luxury housebuilder.

North P&I:160 years of incredible maritime history.

Middlesbrough College:Finding brand purpose for a dynamic educator.

Sleepeezee:Everything's easy when you Sleepeezee.

North East England Chamber of CommerceGiving businesses their say in skills provision.

Ercol:A moment of pride in ercol’s history.

Newcastle Helix:Our City’s Drive Towards Net Zero.

Story Homes:A new chapter for this thriving residential developer.

Stephenson WorksA welcoming and generous spirit.

NewcastleGateshead Quays:A quay moment for NewcastleGateshead.

TeesAMP:Making it in Middlesbrough.

NewcastleGateshead Convention Bureau:Tyne to get back to business.

Tees Valley Combined Authority:Encouraging staycations in Tees Valley.

Siglion:Bringing some vitamin sea to Seaburn.

North East Ambulance Service:A global pandemic.

Thirteen Homes:How do you want to live?

herdysleep:A first of its kind for the bed-in-a-box market.

Libra Interiors:Connecting consumers in a new way.

Tees Valley Combined Authority:Tees Valley Mayoral Election Campaign.

Animex:A virtual event bringing the brightest of minds together.

Imagine. Create. EGGER:Launch of a new product range for this global manufacturer

Finchale Group:A dynamic rebrand for the leading employment charity.

Duresta:A brave and bohemian collaboration.

South Tyneside Council:Recognising local community heroes.

Fusion:Healthy in the Heart of the City.

UK Land EstatesBuildings for Business.

Merit HoldingsA world leading engineering company.

Harrogate Spring Water:Continuing to make a difference.

Barker and Stonehouse:Say hello to Mr Clarke.

CoolBlue_BC-Logo-White2

Cool Blue is a full-service agency that drives brands forwards. Our ideas and innovations are always conducted with purpose. Delivering solutions that combat specific challenges and provide results. Our strategic expertise offer a valuable service to every one of our clients, helping them achieve their goals.

London

Soho Works, 2nd Floor
180 Strand
Temple

London
WC2R 1EA
T: 0203 535 0222
MAP


Middlesbrough

Boho 5, Bridge St East
The Boho Zone

Middlesbrough
TS2 1NY
T: 01642 351011
MAP

Toffee Factory
Lower Steenberg’s Yard
Newcastle upon Tyne
NE1 2DF
T. 0191 375 9150
MAP