The Importance of a Brand Visual System

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The Importance of a Brand Visual System
Innovation Protocol (IP) is thrilled to be this year’s presenting sponsor of Step Up’s blog.

A critical component of any brand is its visual system. From typefaces to color palettes to photography style, each is a tool to visually communicate the brand experience across various touchpoints. The visual system is the brand’s north star for its visual expression. Within the bounds of this system, brands can express creativity through the unique combination of strategically crafted visual elements. This combination ensures that no matter where the brand shows up, (newsletters, social media, events etc.) it always has the same look and feel, providing those who engage with it a cohesive experience. While a common misperception is that the visual system is just about design, it’s also about the harmonious relationship between the visual and verbal platform which can include a brand’s position, mission, vision, personality, tone, and values.

Check out Innovation Protocol’s Creative Director, Matthew Muller, as he shares more about how visual systems are used like brand toolboxes, and what are the most important elements to include to ensure visual consistency.

Learn more about Innovation Protocol’s take on why a visual system is crucial for brands below:

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