Visual identity is one of the major assets of companies. But how does Industrial Property (IP) fit into Visual Identity?
By the end of February 2024, 9,704 new companies and other organizations were established in Portugal.
Thus, it is expected that all these new companies will develop their identity as a way to grow and stand out in a saturated market like the current one. Therefore, the work of industrial property becomes urgent to protect and secure the rights to all the visual elements of a company.
Therefore, industrial property becomes a key factor, not only for protection but also as a strategy that adds value. Throughout this article, we will address the concept of visual identity, its elements, and the importance for your company to register these components.
Discover how industrial property can help even with your business’s logo!
Many times, we think this concept refers only to a company’s logo. However, it is not quite like that!
Visual identity encompasses the set of all graphic and visual elements that represent a brand. In this sense, all visual characteristics that form symbols recognized by consumers are considered part of this identity.
These elements make the company attractive to the public; in other words, it is through these symbols that the public recognizes and connects with the company.
Thus, the brand’s values, the idea, and even the brand name can be a visual translation of the entire business concept. As such, it should be protected to prevent unauthorized use by third parties.
This is one of the key roles of industrial property in visual identity.
The answer is not only, but also! Those who think that the logo is the only visual element a company can have are mistaken.
This symbol is one of many that make up a visual identity. Therefore, a logo is one part of the whole, which can include photographs, colors, typography, fonts, among others.
Visual identity is the trump card of any successful brand. Therefore, this aspect is extremely important, as without visual identity, the brand cannot reach and impact its target audience.
There are countless reasons to create and structure a visual identity. However, one of the main reasons is recognition. It is essential for the consumer to recognize the brand at first sight, at any moment.
In this way, we can define several practical benefits for a company in having a strong visual identity.
Credibility is perhaps one of the most prominent benefits of visual identity. Thus, a company’s visual elements bring unity, authority, and cohesion to the business, enhancing the connection in the consumer’s mind.
On the other hand, the more a brand’s visual elements are present in a consumer’s daily life, the greater the feeling of recognition becomes.
Thus, over time, the visual identity gains space in the consumer’s subconscious. This dynamic influences the purchase moment: the consumer will choose the brands they recognize and feel a stronger connection with.
As mentioned earlier, when the consumer easily recognizes a business through its visual identity, the connection with the brand increases.
Thus, it can be stated that recognition and connection are intrinsically linked.
The sense of belonging is inherent to humans, which is why having a strong and protected visual identity is a decisive factor in creating a close connection with the target audience.
Personality and consistency are crucial factors in attracting the ideal audience for a brand.
Since visual identity translates the story and values of each brand, it is essential that these elements align with what people expect.
Thus, at the moment of choice, the consumer will be able to have a clear and concise response.
There are several characteristics that are part of a company’s visual identity. However, there are some classic symbols that are used more frequently. Identify which symbols are considered visual identity.
The color palette is the foundation of any visual identity. It is through color that brands evoke certain emotions in consumers.
Therefore, it is essential that the choice of colors is carefully made and fulfills the intended goal with consumers.
Typography concerns the characters, styles, and visual formats of words.
The fonts or shapes used by the brand give a unique personality to the texts and tone to the messages, just like the colors.
Just like colors or typography, shapes aim to evoke a certain emotion in the consumer. For example, a square or rectangle conveys the idea of stability, while a triangle conveys the idea of movement and evolution.
However, it is important to highlight that the meaning or emotion each shape evokes can vary depending on the context.
A balanced and structured logo favors the construction of a consistent brand image and reputation.
In addition to encompassing colors, typography, and shapes, the logo is the most striking visual element for consumers. Thus, don’t be surprised if it’s so easy to instantly recall countless logos from various brands you know.
If we ask you to think of a smartphone brand with a modern design and cutting-edge operating system, what comes to mind?
Don’t be surprised if the image that comes to mind is a brand with a famous fruit logo! This is the power of a consistent brand that continually invests in its visual identity.
However, visual elements need to be protected to maintain their coherence and strength. In this sense, registering all the elements is essential.
In Portugal, the competent body for the registration of business trademarks and patents is the National Institute of Industrial Property, INPI.
It is not too much to say that an unregistered element is an element without an owner.
If the visual identity is formally registered, it belongs to a company and cannot be used improperly by third parties.
In summary, having a visual identity is essential to stand out in any business.
However, without registration, its visual elements lose value, just like the business itself.
Therefore, create, register, and protect!
