Visual Style Guidelines

How can a visual style enhance your brand perception?

How can a consistent visual style help you achieve the desired perception of your brand?

Visual Style Guidelines (also known as Brand Guidelines) are essential to building a successful brand as they set the tone and personality of your company's image. Consistent visuals such as fonts, colour schemes and logo usage ensure that customers have a unified experience when interacting with your products and services regardless of the channel. They also create trust in your brand by displaying professionalism and uniformity across platforms. With the right visual style guidelines, you can create an iconic and memorable identity for your business.

Your brand's visual style guidelines will provide a clear and unified message for all stakeholders involved in the brand, including employees, partners, and vendors. This ensures that everyone who is involved in the creation and distribution of brand communications is aligned with the brand's visual identity and objectives, which helps to reinforce the brand's message and strengthen its overall impact.

Visual style guidelines also provide a framework for creativity and innovation. While the guidelines establish a consistent visual identity for the brand, they also allow for flexibility and experimentation within certain parameters. This means that designers and other creatives can explore new ways of expressing the brand's values and personality, while still maintaining a cohesive visual identity.


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Visual Style Guidelines

Is the role of visual style guidelines to police the brand identity?

No, the role of visual style guidelines is not to police the brand identity, but rather to establish a clear and consistent visual identity for the brand.

While it's true that visual style guidelines do set rules and parameters for how a brand's visual assets should be used, the intention is not to limit creativity or control how others express the brand. Rather, the purpose of these guidelines is to provide a framework for creativity and ensure that all brand communications align with the brand's values, personality, and objectives.

So, what is the role of visual style guidelines in brand identity?

Visual style guidelines play a critical role in establishing and maintaining brand identity. These guidelines are a set of rules and instructions that dictate how a company's visual assets should be presented across various media channels.

Consistency is key in building a strong brand identity, and visual style guidelines ensure that all visual assets are presented in a uniform manner. This consistency helps customers and stakeholders recognise and remember the brand more easily and creates a sense of reliability and trustworthiness.

In addition to ensuring consistency, visual style guidelines also help to maintain the quality and professionalism of a brand's visual assets. By providing specific rules and guidelines for how designs should be created and presented, visual style guidelines help to prevent mistakes, errors, and inconsistencies that can detract from the brand's image.

Typically visual style guidelines include specifications for the use of colours, typography, logos, imagery, and other design elements. By defining these elements and how they should be used, visual style guidelines ensure that all brand communications are aligned with the brand's values, personality, and objectives.

Visual style guidelines are an essential tool for building and maintaining a strong brand identity. They help to establish a consistent and recognisable visual presence, which is essential for building brand awareness and loyalty.
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Our Approach

Peek’s 4 Steps to Crafting Visual Style Guidelines

The process of creating visual style guidelines can be broken down into four steps:


Identify your target audience and brand objectives

Understanding the needs and characteristics of your target audience will help you create visuals that will resonate with them. Additionally, it’s important to have clear objectives when creating visuals - are they to generate brand awareness or convert potential customers?


Choose a primary colour palette and font family

Establishing a consistent colour scheme and font family helps create uniformity across platforms and reinforces brand recognition among consumers.


Incorporate logos, artwork and imagery

Your logo is an integral part of branding as it serves as an instant identifier for consumers; try to use your logo in every design piece you produce. Illustrations, icons and photos can enhance the visual story you’re telling about your company.


Develop usage guidelines

Finally, establish rules for how your brand should be used on different subsequent platforms - from print media to digital marketing and web design. This ensures that there is no discrepancy between the different representations of your company throughout various channels for a consistent user experience.
Visual style guidelines are a crucial component of brand identity. They help to establish and maintain a consistent visual identity, ensure quality and professionalism, provide a framework for creativity, and provide a unified message for all stakeholders involved in the brand. 
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