When your brand visual identity is consistent regardless of the place where your clients are in contact with you gain much more than you think.

Ordering a project visual identification of your company, service or product is one thing. Taking care of consistency of all the visual elements (virtual and physical) is the second thing.

Building a brand visual identity does not end with the development of a logo and several elements, such as business cards and a website. It is equally important to ensure proper development and use of created projects on all the future materials.

On the basis of projects that you already have, many new materials will be created in the near future. Let's say that six months after creating the "basic package" (which in our example will be the logo, website and business card) you decide to participate in trade fairs related to your industry.

Here the issue of consistency is very important. When your recipient - Mr. John Smith - experience (perhaps for the first time) your brand through your stand decoration, presentations played in the background, or brochures. And everything is fine. Unless each of these elements (even though it contains the same logo) looks a bit different, and "plays in a different league".

At first glance, a business card, or a website may consist of few not complicated fragments (especially in the era of simplicity and minimalism).

  • typefaces (colloquially "fonts")
  • colors
  • illustrations / photos
  • shapes
  • the arrangement of individual elements
  • proportions

All these components are part of the visual identity. Exactly in this form, this order.

Well thought-out, responsible branding design involves treating each of these components seriously and applying them consistently in future graphic projects. Because every next leaflet or presentation are elements of a larger picture - your brand.

It's like with puzzles: you can forcefully push the seemingly matching element from one place of the puzzle into a completely different part of the picture (after all it has almost identical shape!). However, in practice, it does not really fit and spoils the whole picture.

So what will give you the consistency of the graphic image?

1. More effective memorization

One of the most important tasks of visual identification. It will be easier for your recipients to remember who you are and what you represent if you consistently communicate with them with materials which are based on the same style and character.

Even the smallest, not analyzed changes (for example of the colors that define your brand) cause that "something does not match" in the eyes of the audience. They do not have to be fully aware of this, but they will feel it on the emotional level without a doubt. And this can disrupt the process of easy memorization.

2. Better recognition

What makes it easier for us to recognize some people? External appearance, posture, the tone of their voice, behavior. Each of us is a set of specific characteristics. You can easily recognize people you know through the prism of these elements. Sometimes, however, it is enough that the person changes the color of the hair, or dress a bit differently and you can easily not notice this person.

Similarly with brands. The change in the color of your hair is a matter of personal preference, but you have to watch out for this kind of changes in the materials that represent your brand. They may seem small, but every detail is important. If they are really necessary, you should know how to carry them to fit the whole (our puzzle – your brand). Identification should stick to one pre-determined direction. Otherwise, you can make it difficult for recipients to recognize you.

Part of the elements that build the visual identity of Football Training Center


3. Higher trust

An organized look? Organized company.

Observing what we see, we evaluate, draw conclusions, analyze what we can expect. This applies to your potential customers. They see how you look "from the outside". When all materials representing your product or service are "on the same note", at the same time they see an organized, serious brand. And this brings them a promise that it also everything "inside" works well, just like in a Swiss watch.

Of course, you have to take care of it yourself, but it is extremely important that your recipients have the chance to trust you. An orderly and consistent visual identity definitely increases this probability.

4. It's easier to reach specific people

If you consistently follow the same rules when creating new materials promoting your brand, you also take care of reaching the previously determined target group. This is a basic business thing.

By taking care of coherence of the visual identity you gain in the eyes of your target group. Even if today some of them do not want to buy what you offer, you will probably soon convince them thanks to consistent communication.

5. Better experience for your clients

A consistent visual identity is also a great facilitation for your clients in many situations. For example, if you run a transport company that takes care of the uniform appearance of vehicles (regardless of the model), you will facilitate the use of your services, because no one will confuse your fleet with any other. It may be crucial in many life situations of your clients.

All taxis in Barcelona look the same. Thanks to this, no one has a problem with catching them in crowded streets. Photo source

Consistency above all else?

Of course, the blind pursuit of cohesion is also not the best direction. The market is dynamic these days, changes are taking place suddenly, you need to keep up with the changing needs. In addition, the competition is not sleeping.

It is important, however, to do it wisely. Diametrical and sudden change is never a good solution, so in situations where changes are necessary instead of saying "We've changed, we're completely different", it is better to say "It's still us, but you can get to know us from a different, cool side that you may not have known before".

How to ensure consistency?

But what can you do in practice to really keep your brand visual identity in a unified tone?

Brandbook – a digital document that is a collection of all necessary information describing every single detail of all identification elements that have been created for you (eg. business cards, brochures, and others). The detailed schemes show the sizes, proportions, typefaces, colors and all the rules important for coherence, which should be used when creating new materials. Thanks to this information, the people you hire to create them will have a solid fundament on which they can base any create graphic designs. It is important, however, that these people know how to use this knowledge in practice. The instruction manual will not do the necessary work for them.

Cooperation with the same designer or team – this is the simplest solution to ensure consistency. The fact is that when designing visual identification, the designer reflects his way of thinking to some extent. When you keep working with the same people that were responsible for your basic branding elements, it is much easier to add "next chapters" to the story of your brand and what it has to offer. In practice, it saves your time and money with the benefit of your brand's consistency.


Łukasz Ociepka

Brand Identity Designer. I'm not designing pretty graphics. I help your business to evolve because of understanding the customers. I help you to talk to them in their language. I will take care of attracting them and reaching their trust. 10 years of experience and over 30 created brands so far allow me to consult strategy & ideas for brand communication. And I love to do it.


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