visual vocabulary

A companies corporate identity and brand can be seen as the company's visual dialect hence the term "visual vocabulary". The vocabulary is made up of various elements that work together with the company logo to convey the brand's message and personality in a unique way.

These elements are made up of approved fonts, colours, design elements, illustrations and even photographs. The visual vocabulary acts as a guide for all further design and marketing development and will evolve as the brand grows and as the company transforms over time. The purpose is to ensure consistency in how the logo is applied, how it can be used and with what visuals the logo can be used with. A companies corporate image can only develop into a brand if the visual applications remain consistent enough across all applications (business requirements, products and marketing collatoral) to reinforce the logo.

difference between a brand guide and a visual vocabulary

A brand guide is developed with longevity in mind. It is there to support the use of the main brand elements such as fonts, colours, logo applications and tag lines. A strong brand guide is essential for companies whose brand is well established and cannot be tampered with in any way.

A visual vocabulary incorporates the brand guide but is a softer version and appropriate for smaller companies who need consistency in the way their company is represented. artifect focuses on developing a company's image matters and for this reason proposes the use of a visual vocabulary which builds in the flexibility required for dynamic improvement, fast development and a quicker turn around time on projects.

Mini visual vacabularies can be developed that are unique for large campaigns and marketing strategies.