{"id":27113,"date":"2024-11-14T15:24:34","date_gmt":"2024-11-14T14:24:34","guid":{"rendered":"https:\/\/www.digitizer.rs\/news-stories\/why-is-visual-identity-important-for-every-business\/"},"modified":"2026-01-09T15:28:29","modified_gmt":"2026-01-09T14:28:29","slug":"why-is-visual-identity-important-for-every-business","status":"publish","type":"post","link":"https:\/\/www.digitizer.rs\/en\/news-stories\/why-is-visual-identity-important-for-every-business\/","title":{"rendered":"Why is visual identity important for every business?"},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row full_width=&#8221;stretch_row&#8221; css=&#8221;.vc_custom_1587386989437{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221;][vc_column][vc_column_text css=&#8221;.vc_custom_1600805682109{padding-bottom: 10px !important;}&#8221; font_family=&#8221;Open Sans&#8221;]<span style=\"color: #333333;\">The book of graphic standards, corporate or visual identity, i.e. <em>CI<\/em> ( <em>SI<\/em> ), if you really want to use modern, business abbreviations in English, is a document that every company that cares about itself and its presentation to clients should have.<\/span><\/p>\n<p><span style=\"color: #333333;\">So, it is best to say that the book of graphic standards is a set of standards and guidelines by which a company or brand communicates visually with its associates, clients and consumers.<\/span><\/p>\n<p><span style=\"color: #333333;\">For your business image, it is very important that people remember and recognize you very easily and quickly, so that you stand out from others, and perhaps the book of graphic standards will best help you in this.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h1><span style=\"color: #ff6600;\"><strong>Visual identity &#8211; love at first sight<\/strong><\/span><\/h1>\n<p><span style=\"color: #333333;\">How important visual identity is to large companies is best shown through one of the most famous examples where &#8221; <em>Pepsi<\/em> &#8221; allocated a million dollars for a redesign, i.e. a new book of graphic standards.<\/span><\/p>\n<p><span style=\"color: #333333;\"><strong> <\/strong><\/span><\/p>\n<h2><span style=\"color: #ff6600;\"><strong>What should a graphic standards book contain?<\/strong><\/span><\/h2>\n<ul>\n<li><span style=\"color: #333333;\">Logo (positive, negative, color and 3D)<\/span><\/li>\n<li><span style=\"color: #333333;\">Color<\/span><\/li>\n<li><span style=\"color: #333333;\">Typography<\/span><\/li>\n<li><span style=\"color: #333333;\">Logo application according to format and background<\/span><\/li>\n<li><span style=\"color: #333333;\">Business card, letterhead and envelope<\/span><\/li>\n<li><span style=\"color: #333333;\">Email signatures<\/span><\/li>\n<li><span style=\"color: #333333;\">Social networks<\/span><\/li>\n<li><span style=\"color: #333333;\">Promotional material (Binders, notebooks, folders, pens, bags&#8230;)<\/span><\/li>\n<li><span style=\"color: #333333;\">ID card<\/span><\/li>\n<li><span style=\"color: #333333;\">Uniforms<\/span><\/li>\n<li><span style=\"color: #333333;\">Car branding<\/span><\/li>\n<li><span style=\"color: #333333;\">Branding of business space<\/span><\/li>\n<li><span style=\"color: #333333;\">Packaging<\/span><\/li>\n<li><span style=\"color: #333333;\">The rest<\/span><\/li>\n<\/ul>\n[\/vc_column_text][vc_single_image image=&#8221;23622&#8243; img_size=&#8221;600&#215;400&#8243; css_animation=&#8221;fadeIn&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1601881692168{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221; img_hover=&#8221;fade-out&#8221;][vc_column_text css=&#8221;.vc_custom_1600805045932{padding-top: 15px !important;padding-bottom: 10px !important;}&#8221; font_family=&#8221;Open Sans&#8221;]<span style=\"color: #333333;\">Of course, it is not necessary that every book of standards contains all these elements, and it is possible to supplement the book of standards with elements that characterize the field of business.<\/span><\/p>\n<p><span style=\"color: #333333;\">It should be noted that the book of standards should be constantly supplemented and certain elements periodically redesigned according to trends and needs.<\/span><\/p>\n<p><span style=\"color: #333333;\">The basic parts that every book of standards should contain and that should be changed as little as possible are:<\/span><\/p>\n<p><span style=\"color: #333333;\"><strong><em>        <\/em><\/strong><\/span><\/p>\n<h3><span style=\"color: #ff6600;\"><strong>Logo<\/strong><\/span><\/h3>\n<p><span style=\"color: #333333;\">You should not even draw attention to how it is the &#8220;signature&#8221; of your company and how important it is to create a good logo in the beginning. If you decide to redesign or change it later, you shouldn&#8217;t deviate much from the initial solution because your clients will have a hard time getting used to it, not to mention the money spent on additional campaigns and promotions. Access to ideas is also very important. Your logo should not primarily be beautiful because tastes are different. The most important thing for a logo is that it represents you, your business area in the best possible way and that, no matter how strange it sounds, it has &#8220;character&#8221;. To give the impression of how you wanted it to look, whether your clients and colleagues like it or not.     <\/span>[\/vc_column_text][vc_single_image image=&#8221;23623&#8243; css_animation=&#8221;fadeIn&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1601881768439{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221; img_hover=&#8221;fade-out&#8221;][vc_column_text css=&#8221;.vc_custom_1600803491867{padding-top: 10px !important;padding-bottom: 10px !important;}&#8221; font_family=&#8221;Open Sans&#8221;]<span style=\"color: #333333;\">In the book of graphic standards, first of all, positive, negative, logo in color and 3D should be presented. It is not necessary, but it is certainly a bonus to emphasize how you came to the logo design and possibly draw attention to the hidden parts that you think are important to emphasize. <\/span><\/p>\n<p><span style=\"color: #333333;\"><strong><em> <\/em><\/strong><\/span><\/p>\n<h3><span style=\"color: #ff6600;\"><strong>Color<\/strong><\/span><\/h3>\n<p><span style=\"color: #333333;\">Colors should be clearly defined in this section. So clearly indicate CMYK, RGB and Pantone colors. The information that your color is red, blue, orange, apricot, chestnut, rotten cherry&#8230; is certainly not enough.  <\/span><\/p>\n<p><span style=\"color: #333333;\">So whether it is printed or displayed on the screen, you should choose which system will best display your color shade.<\/span>[\/vc_column_text][vc_single_image image=&#8221;23624&#8243; css_animation=&#8221;fadeIn&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1601881829969{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221; img_hover=&#8221;fade-out&#8221;][vc_column_text css=&#8221;.vc_custom_1600805408746{padding-top: 10px !important;padding-bottom: 10px !important;}&#8221; font_family=&#8221;Open Sans&#8221;]<span style=\"color: #333333;\">It is good to note that you need to standardize not only the colors of the logo, and if this is often the case, but also other colors that you will often use in your company.<\/span><\/p>\n<p><span style=\"color: #333333;\"><strong><em> <\/em><\/strong><\/span><\/p>\n<ul>\n<li><span style=\"color: #333333;\">CMYK ( <em>cyan<\/em> , <em>magenta<\/em> , <em>yellow<\/em> and black) &#8211; color system for printing<\/span><\/li>\n<li><span style=\"color: #333333;\">RGB ( <em>red<\/em> , <em>green<\/em> , <em>blue<\/em> ) &#8211; color system for the screen<\/span><\/li>\n<li><span style=\"color: #333333;\">Pantone &#8211; colors that, in addition to the shade and standardized mixture, can also define special characteristics such as gloss, fluorescence&#8230;<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #333333;\"><strong><em>        <\/em><\/strong><\/span><\/p>\n<h3><span style=\"color: #ff6600;\"><strong>Typography<\/strong><\/span><\/h3>\n<p><span style=\"color: #333333;\">Clear definition of all fonts and typographic elements. Apart from the fonts used for the logo, it would be necessary to define the fonts used for the slogan and for all other business documents, promotional material, and <em>the website<\/em> . <\/span>[\/vc_column_text][vc_single_image image=&#8221;23625&#8243; css_animation=&#8221;fadeIn&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1601881918479{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221; img_hover=&#8221;fade-out&#8221;][vc_column_text css=&#8221;.vc_custom_1600805171461{padding-top: 10px !important;padding-bottom: 10px !important;}&#8221;]<span style=\"color: #333333;\">It is desirable to define the font size, line spacing, style, and the like where possible.<\/span><\/p>\n<p><span style=\"color: #333333;\"><strong><em> <\/em><\/strong><\/span><\/p>\n<h3><span style=\"color: #ff6600;\"><strong>Logo application according to format and background<\/strong><\/span><\/h3>\n<p><span style=\"color: #333333;\">In this part of the graphic standards book, it should be defined how the logo is presented if the background is dark or light, if the background is a color already defined in the logo or if the format is a characteristic scale. Define how to use only a pictogram (thumbnail within the logo, initials), a combination of a pictogram and a typographic part (name), as well as a combination of a logo and a slogan. <\/span><\/p>\n<p><span style=\"color: #333333;\">Also, in this part, examples should be given and how you should not present your logo.<\/span><\/p>\n<p><span style=\"color: #333333;\">In this part, it is possible to define certain patterns. The best example are companies from the fashion industry such as &#8221; <em>Louis Vuitton<\/em> &#8220;, &#8221; <em>Burberry<\/em> &#8220;&#8230; <\/span><\/p>\n<p><span style=\"color: #333333;\"><strong><em> <\/em><\/strong><\/span><\/p>\n<h3><span style=\"color: #ff6600;\"><strong>Business card, letterhead, envelope and e-mail signatures<\/strong><\/span><\/h3>\n<p><span style=\"color: #333333;\">In <span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/www.digitizer.rs\/usluge\/dizajn\/graficki-dizajn\/\" target=\"_blank\" rel=\"noopener noreferrer\">graphic design,<\/a><\/span> the trends are that the rules are less and less respected and that creativity and originality are valued much more. On the other hand, there are still parts of business communication that should be respected. An example of this is a business card, letterhead, envelope and e-mail signature.  <\/span>[\/vc_column_text][vc_single_image image=&#8221;23626&#8243; css_animation=&#8221;fadeIn&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1601881957287{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221; img_hover=&#8221;fade-out&#8221;][vc_column_text css=&#8221;.vc_custom_1600805378948{padding-top: 10px !important;padding-bottom: 10px !important;}&#8221;]<span style=\"color: #333333;\">And if many try to experiment with these parts of the corporate identity, we even have to admit that they do it very well, our opinion is that here you should show all your professionalism and somehow instill confidence in clients and colleagues. This primarily refers to dimensions and content because otherwise these elements do not complete their function. <\/span><\/p>\n<p><span style=\"color: #333333;\"><strong><em> <\/em><\/strong><\/span><\/p>\n<h3><span style=\"color: #ff6600;\"><strong>The rest<\/strong><\/span><\/h3>\n<p><span style=\"color: #333333;\">The other parts of the book of graphic standards, to return to the story from the beginning, are honestly not necessary, but they are certainly a bonus for the visual identity of your company. When we say that, first of all, I think that it is not important to define them immediately and once. It&#8217;s important to avoid the mistake that companies often make, which is falling into the trap of not adhering to their graphics standards book.  <\/span><\/p>\n<p><span style=\"color: #333333;\">Maintaining a corporate or visual identity implies a planned assessment and development of the business image inside and outside your organization, by engaging your team in the application of standards, with the aim of contributing to the respect of employees by clients and associates as well as the respect of clients and associates by your company.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"color: #333333;\">Digitizer provides all kinds of services related to graphic design. Send it <\/span> <span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/www.digitizer.rs\/kontakt\/\">inquiry and contact us.<\/a><\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221;][vc_column][vc_single_image source=&#8221;external_link&#8221; custom_src=&#8221;https:\/\/www.digitizer.rs\/blog\/digitizer-line.jpg&#8221;][vc_column_text]<span style=\"color: #333333;\"><em>Made by <span lang=\"EN-US\">Sava Spasi\u0107<\/span> \u2013 Senior Graphic Designer @Digitizer<\/em><\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; css=&#8221;.vc_custom_1587387018476{padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;}&#8221;][vc_column][vc_btn title=&#8221;Back to News &amp; Stories&#8221; color=&#8221;black&#8221; align=&#8221;center&#8221; i_icon_fontawesome=&#8221;fa fa-bars&#8221; add_icon=&#8221;true&#8221; link=&#8221;url:https%3A%2F%2Fwww.digitizer.rs%2Fnews-stories%2F|title:Back%20to%20NEWS%20%26amp%3B%20STORIES|&#8221;][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row full_width=&#8221;stretch_row&#8221; css=&#8221;.vc_custom_1587386989437{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221;][vc_column][vc_column_text css=&#8221;.vc_custom_1600805682109{padding-bottom: 10px !important;}&#8221; font_family=&#8221;Open Sans&#8221;]The book of graphic standards, corporate or visual identity, i.e. CI ( SI ), if you really want to use modern, business abbreviations in English, is a document that every company that cares about itself and its presentation to clients should have. So, it&hellip;<\/p>\n","protected":false},"author":13,"featured_media":23621,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4418],"tags":[4391,4378,4387,4388,4465,4438,4403,4402,4407,4442,4413],"post_series":[],"class_list":["post-27113","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-graphic-design","tag-ads-en","tag-content-en","tag-copy-en","tag-digital-en","tag-graficki-dizajn-en","tag-graphic-design","tag-internet-en","tag-marketing-en","tag-online-en","tag-photoshop-en","tag-visuals","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why is visual identity important for every business?<\/title>\n<meta name=\"description\" content=\"The book of graphic standards, corporate or visual identity, i.e. CI, is a document that every company that cares about itself and its presentation to clients should have.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitizer.rs\/en\/news-stories\/why-is-visual-identity-important-for-every-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why is visual identity important for every business? - 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