Your brand’s visual identity comprises your logo, imagery, typography, colors, and creative design. The main point of your visual identity is to communicate to your customers who your brand is and why they should be loyal to you through these visual elements. Designing your visual identity isn’t a one-time process, you need your identity to be flexible, so it can grow with your brand, and intuitive so that each element complements the other.


A good logo reflects your brand and makes a powerful impact. The idea is to make it as simple and memorable as possible.

Keep it Simple

Try to keep your design as simple as possible. A simple design is more memorable and lends itself better to building a recognizable brand. In addition, try to avoid effects and any trendy design techniques. These can date your logo quickly, which may require you to undergo an expensive rebrand a few years down the line.

Limit Colors

In line with keeping things simple, you should also try to avoid using too many colors. Of course, it’s exciting to add multiple colors as it can result in beautiful art work. However, your design can quickly get too busy. Something else to keep in mind is to avoid using heavy gradients. Needless to say, there are exceptions to any of the tips shared in this article but sticking to them will guide you in the right direction.


Typography is just as important as your logo and is used to convey feelings of exclusivity, intelligence, and style. The font(s) you use for your business name and slogan also requires careful consideration. Different typefaces communicate different meanings. For example, Serif fonts are often looked at as sophisticated and formal where Slab Serif is interpreted as bold and trendy. Choose your font or font pairing based on what most accurately reflects your business’s values.


Colors are one of the most powerful elements of your brand strategy. Don’t simply go with your favorite color or copy a pretty color pattern you found in a competitor’s visual identity. Different colors convey different meanings. For example, orange stands for vitality, playfulness and friendliness while dark blue is interpreted as trustworthy and mature. It’s no surprise businesses in the finance industry often opt for a blue color palette. Be sure to go with a core color that captures what your business stands for.

Your visual identity is how you showcase your brand to customers and can help you stand out against competitors. Designing your visual identity will elevate your brand strategy and help bring your brand to life.

About Millennium Agency

Millennium Agency is a nationally recognized, top woman led B2B branding, positioning, and digital marketing firm who knows how to create value that emotionally influences your customer’s buying decision, giving you the competitive advantage. As your trusted partner in B2B software technology and manufacturing, we provide the branding and positioning framework that make an impact – so you can focus on what you do best – run your business successfully. With offices in Boston and New Hampshire, and a worldwide presence, the professionals at Millennium Agency would like to learn more about your business.  Visit or book time here.