The Role of Brand Voice in Visual Identity

When we think about a brand's identity, we often separate it into two distinct categories: the visual identity (the logo, colors, and fonts) and the brand voice (the personality and tone of the written content).

But the most powerful and cohesive brands understand that these two things are not separate at all. They are two sides of the same coin, working together to express a single, unified brand personality.

Your brand voice plays a crucial role in shaping and informing your visual identity. The way you sound should influence the way you look.

What is Brand Voice?

Your brand voice is the distinct personality that your brand uses in its communications. It's not just what you say, but how you say it.

To define your brand voice, you can think in terms of adjectives. Is your brand:

• Professional, authoritative, and serious?
• Friendly, approachable, and fun?
• Elegant, sophisticated, and luxurious?
• Edgy, bold, and innovative?

How Brand Voice Influences Visual Design

Once you have defined the personality of your brand voice, it should act as a creative brief for all of your design decisions. Your visual identity should be a direct reflection of your verbal identity.

Let's look at how a specific brand voice would influence the different elements of a visual identity.

If Your Brand Voice is "Professional and Trustworthy":

• Logo: You would likely choose a logo that feels stable and balanced. A clean wordmark or a logo based on strong, rectangular shapes would be a good fit.
• Color Palette: You would gravitate towards a classic, conservative color palette. Blue is a very common choice because of its association with trust and security.
• Typography: You would likely choose a classic serif font to convey authority, or a clean, geometric sans-serif to feel modern and professional.
• Imagery: Your photography would be polished and professional, featuring well-lit shots of your team or your products.

If Your Brand Voice is "Playful and Energetic":

• Logo: Your logo might be more dynamic, perhaps using a mascot, organic shapes, or a slight tilt to create a sense of movement.
• Color Palette: You would choose a bright, vibrant, and high-contrast color palette. Oranges, yellows, and other warm colors would be a good fit.
• Typography: You might use a rounded, bubbly sans-serif font or even a playful display font for your headings.
• Imagery: Your photography would be full of action, bright colors, and smiling, energetic people.

If Your Brand Voice is "Elegant and Luxurious":

• Logo: A simple, minimalist wordmark or a sophisticated monogram would be a great choice.
• Color Palette: You would likely use a muted, sophisticated color palette with a lot of black and white, perhaps with a metallic accent color like gold or silver.
• Typography: A high-contrast, elegant serif font or a very thin, minimalist sans-serif would be appropriate.
• Imagery: Your photography would be artistic and beautifully styled, with a focus on high-quality materials and craftsmanship.

The Importance of Cohesion

When your brand voice and your visual identity are perfectly aligned, it creates a powerful and cohesive brand experience. The customer receives the same message and feeling from every single touchpoint.

When they are misaligned, it creates a jarring and confusing experience. Imagine a website for a financial institution that uses a playful, childish font. It would immediately feel untrustworthy, because the visual identity would be in direct conflict with the expected brand personality.

How to Ensure Alignment

1. Define Your Brand Voice First: Before you start the design process, you must first agree on the core personality and tone of your brand.
2. Create a Mood Board: Create a visual mood board that captures the feeling of your brand voice. This can be a powerful tool to guide your designer.
3. Use Your Brand Voice as a Litmus Test: As you are reviewing design concepts, ask yourself, "Does this look the way our brand sounds?"

Conclusion

Your brand voice is the soul of your brand, and your visual identity is its body. For your brand to be authentic and effective, the two must be in perfect harmony. By using your defined brand personality as the strategic filter for all of your design choices, you can create a cohesive, memorable, and impactful brand identity where every element works together to tell the same compelling story.