A brand is a relationship between a business or organization and its audience. A brand identity is how the organization communicates its personality, tone and essence, as well as memories, emotions and experiences. Visual identity graphic design is exactly that: the visual elements of brand identity that act as the face of a brand to communicate those intangible qualities through images, shapes and color.
Designers that specialize in visual identity graphic design collaborate with brand stakeholders to create assets like logos, typography, color palettes and image libraries that represent a brand’s personality. In addition to the standard business cards and corporate stationary, designers often develop a set of visual brand guidelines (style guides) that describe best practices and provide examples of visual branding applied across various media. These guidelines help to ensure brand consistency throughout future applications.
Visual identity design is one of the most common types of design. Visual identity graphic designers must possess a general knowledge of all types of graphic design in order to create design elements that are suitable across all visual media. They also need excellent communication, conceptual and creative skills, and a passion for researching industries, organizations, trends and competitors.