When you set out to create a website, it's essential to have thought about its visual identity to ensure graphic consistency that reflects your brand, captures your audience's attention and reinforces your online credibility.

A strong visual identity is essential for any brand or company. It's what will enable your audience to recognize you quickly and identify with your values. This identity isn't limited to your website, it needs to be thought through holistically, in coherence with all your communication media: brochures, business cards, social networks, etc. Here are a few tips for laying a solid foundation.

A visual identity is at least

1 LOGO

A central element of your identity, your logo must express who you are, what you do and highlight the uniqueness that characterizes you. Don't forget to include a square pictogram for your favicon.

2 TYPOGRAPHIES

Your typography must be consistent with your logo and your identity.
Choose 2 typefaces: one impactful for headlines, the other simple and legible for paragraphs. 

3 COLORS

Choose between 3 and 5 colors.
2 or 3 neutral colors + 1 or 2 bright colors. The bright ones will add a touch of dynamism and catch the eye. Ideal for buttons, for example.

A few key tips

THE IMPORTANCE OF COLOR SYMBOLISM

Colors play an essential role in the perception of your brand, conveying emotions and subliminal messages. Each color has its own symbolism: blue inspires confidence and serenity, red evokes energy and passion, while green is often associated with nature and growth. It's important to choose colors that match your brand's values to create a positive emotional impact on your audience. A well thought-out color palette not only captures attention, but also reinforces the identity and message you wish to convey.

ADAPTABILITY OF VISUAL IDENTITY

The adaptability of your visual identity is crucial to ensuring the consistency of your brand across all media. Your logo, colors and typography must be easily adaptable, whether for a web banner, a business card or a post on social networks. For example, a logo that works perfectly in large format needs to remain legible and identifiable in a miniature version, like a favicon. By anticipating these variations, you ensure that the visual identity remains strong and recognizable, whatever the medium or context of use.

CONCRETE EXAMPLES

Brands such as Coca-Cola, Nike, Apple and Starbucks demonstrate the importance of an adaptable visual identity. The Coca-Cola logo is instantly recognizable on everything from cups to posters. Nike, with its "Swoosh", ensures visual consistency whether on a shoe or online. Apple and Starbucks have simplified their logos while making them easily identifiable in different formats. In conclusion, a successful visual identity must not only be aesthetically pleasing, but also flexible enough to adapt to any context while retaining its strength and recognition.

Create your own visual identity

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