It is worth a thought how a company’s name and image can impact its customers. The success of an organization is directly linked to how their ideas and concepts are transmitted to their customers. This communication should be explored mainly in the visual identity and an entrepreneur must understand its importance for the success of his venture.

The visual identity reproduces the reality, that is, shows who the company is and how it operates; the image, in turn, highlights how the company is perceived in the market. Brand identity informs customers, suppliers and partners who they are dealing with and its mark must be applied in all communication tools, creating a nice corporate brand, citing the image that the organization wishes to convey.

Thus, dealing with visual communication should be very significant because it exerts a sudden impact. It is the first impression that you can create for your audience and influence the opinion that it will form about the company. So if the look of the organization is poorly formulated, it will certainly not pass the credibility to win the market.

The visual identity of the components may be classified as:

Primary: fundamental for the process to work, they are the symbol (design replacing the company name) and / or logo (private and differentiated way in which the name of the institution is registered in the application) and the mark (assembly of the symbol and logo).

Secondary: are the colors and the alphabet that predominate in the company’s communication pieces. These components are underexplored but require much attention at the time of choice, as when they are used in the project because they collaborate to the assessment procedure and fixing the brand in the mind of consumers.

Tertiary: involves the accessories and complementary elements, such as graphics and pets. Before all seen aspects, it is understood that the brand is the main element to differ and classify companies, functioning as a way for the consumer to identify it and also brings psychological and emotional values that ultimately influence the customer to choose the brand by the account of this identification. We know this is not an isolated factor, obviously, the consumer searches for product quality, price, and distribution and face influence of their marketing strategies.

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