Due to the needs of digital creations, the Google fonts API was born to bring competitive and concept advantages in visual identity creations. They are fonts rendered using a directory in the cloud, and do not need to be installed on the system of the person viewing the page. In addition to the free commercial license, the Google font directory has a great contribution to web design work due to its easy implementation, greater usability and a suggestion system for combining fonts that best harmonize with each other. Pay attention to the color combination Everyone knows that there is a psychological meaning when it comes to choosing colors.

Therefore, colors are of great importance in the construction of visual identity. An example of this is the difference in sensations between the colors of Starbucks and McDonald’s . The two brands transmit different sensations according to each segment. McDonald’s, a fast food chain, invests in red in its visual identity, and the cafeteria in a milder color and more in line with the feeling of tranquility. Define photographic style and illustrations Photography plays an important role in visual identity, from product/service images to advertising. Therefore, it is interesting to define clear guidelines about the types of images, seeing which ones are suitable and which are not. Illustrations have emerged as a strong trend and are part of visual identity reformulation projects.

A great challenge is to seek a uniform language. Avoid overillustrating and conflicting styles. Think that your illustration will be used in conjunction with other visual elements. How to apply your brand’s visual identity Once created, it is time to present it to the public. Definitely. As you already know your persona’s consumption habits, it will be easier to decide in which media and places the brand needs to be better publicized. There are many channels available for companies to publicize their brand. Therefore, the possibilities of visual identity presentation and application of the brand in different places are diversified. Examples of places where the visual identity can be applied are: in the logo, social networks, videos promoting your brand, in commercial proposals sent to customer.