Imagery in your branding is broken down into two categories. Let’s explore:

  1. Icon > a symbol that conveys strong, universal values and ideas that make it immediately recognisable
  2. Graphics > digital elements in designs that when used together convey key brand messages
  3. Photography > real life images that help to showcase the personality of a person or product


The human brain can process and interpret entire images that the eyes see in just 13 milliseconds and processes visual information 60,000 times faster than text-based information.

So it is easy to appreciate why imagery is essential to branding. When you use visual cues in your logo and marketing to communicate messaging, you are helping your customer to translate visual information in the fastest way to understand the core idea and intent of your product or service.

Consistent brand imagery brings depth and emotion to your brand, helping you connect with your ideal clients in a much stronger way.

Branding and Visual Identity

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Your overall branding should include all forms of imagery to be used in different ways for specific expressive reasons.

Icons provide a preview of your brand by giving easily recognisable clues that helps the viewer identify your product or service and at the same time, visually telling them what they can expect and how they should feel.

Graphics create the structure for delivering your message, so that over time, your audience recognises YOU in every message you deliver.

Photographs and videos are used to show realistic details and help you to connect with your customers on a relatable level by setting a scene and telling a visual story.

It's time for you to do an Imagery audit.

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A logo’s primary role is to identify the person, product, business or service.


Colour choices help to set the mood and emotion of brand expression.


Typography establishes brand personality and sets the correct tone.


Imagery brings depth to your brand, helping you connect with your ideal clients.


Options and processes to consider before you progress to the next module.

Branding Lessons

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