Defining the visual identity of your company is not easy to do, imagine a logo that represents you, find the perfect color combination, have a consistent typography...

Grouped together, these elements form the visual identity of a company, your brand and are embodied in the form of a graphic charter. This will be the common thread of your identity and its use, because it will maintain consistency and uniformity in all the company's communication media.

The graphic charter has a very distinct role among the stages of creating a business, it provides you with an identity, allows you to be recognizable, whether in the street, on a storefront, on your website or on your documents.

So the question is simple, how to carefully define your visual identity?
We are used to supporting our customers in their reflections as well as in the design of the latter.

Here are some tips to help you get a better idea of ​​what you are looking for.

Why defining your visual identity will improve your brand?

It will be much easier for a brand with a thoughtful, consistent and unique visual identity to endure.
A good visual identity must above all be unique, recognizable and must be able to easily represent your universe at first glance and allow your future consumers to identify with it.
If all these points are met, then many advantages will arise for you:


  • You will benefit from a great capacity to federate your customers, to create a community around your brand in complete transparency and it is in particular thanks to this unifying movement that your place will be assured and will be able to be maintained in your sector.

  • Your credibility will be confirmed with your future partners, whether commercial or institutional, and this will allow you to be noticed even more by your prospects.

  • Your values ​​will be conveyed much more easily to your prospects thanks to your logo, your slogan and your color code. An excellent opportunity to earn their trust over the long term.

Your logo

The logo is your starting point. The central element of your visual identity, and the key parameter for the development of your future communication.



Whether on your business card, website or invoice header, your logo will be found everywhere on your media, which is why it is necessary to be sure of your choice.

The most effective and fastest way is to call on a professional graphic designer (as a freelancer or within an agency) by explaining your project, your ambitions and thus trusting his creativity so that he can give you exactly what you are looking for.

Little advice from Sioux to avoid different rendering problems on the different media: decline your logo!

Normally, a professional graphic designer will very often offer you a logo with several variations, but if this is not the case, do not hesitate and ask him. It is not impossible that your future logo does not render correctly on your invoices, for example by its size, its color, if a typography is present, and so on.

It is always better to have several versions of your logo to avoid awkward situations in the future.

Well-chosen typography

Choosing a typography can be a much more subtle exercise than one imagines. Because yes, finding the perfect typeface is not done in a snap.

We advise you to test several typographies to really find the one that will best match your identity and that will add a plus that will make all the difference for your future designs, so as not to miss the rare pearl, you see.

It is important to keep in mind that the choice of a font does not only depend on its aesthetics, but must also be legible and facilitate reading.

So, how to choose your typography? It's simple, look at the image you want to convey, the context of your brand and the story of your company. It is strongly advised to work with a typography that sticks with your entity of your company and which is familiar with the values ​​and the personality of your mark.

Because yes, all the typos do not stick with the same sector of activity.

We also prefer to advise you on the fact that it is wise to use a maximum of three different fonts, which may differ depending on the medium used.

For example, one typeface for print media (paper) and two typefaces for your website or blog.

Thousands of fonts exist today, so it's impossible not to find what you're looking for among all these choices.

Take your time, don't start with the first choices to move on to the next step. Study all the possible choices, compare them, test them to be sure you have not missed out on the perfect choice.

Your color range

Let's move on to the last key element of your visual identity, your color code. This is the step that will give life to your business, because yes, colors are well known for transmitting emotions to us, without necessarily being aware of it. They set the scene for who you are and help convey your message more easily.

They have a considerable influence on the perception that can be made of your brand and will allow you to be much more present in the collective unconscious of the public who will recognize you at first glance. As for typography, we advise you to limit yourself to three colors, large max. Of these three colors, a degree of importance must be chosen for each of them.


  • A dominant color that will use 60% of the surface of your graphic design. You can use the color of your choice or the dominant color of your logo. Do not take this choice lightly, take your time and be sure of what you want, because it will be present on all of your visual identity.

  • A secondary color will be present to serve as a contrast alongside the primary color. It represents 30% of creations and allows you to draw the eye to an important element of your media.

  • An accent color which (if the calculations are correct) will represent 10% of your color palette and will give a slight dynamic side to your creations.

Now you have the keys to distribute your colors. All that remains is to decide which ones to use!

Your choice can be both a simple question of aesthetics or a question of symbolism. Because yes, colors can symbolize so many things!

Of course the symbolism of a color varies from person to person, it is totally subjective, so do not worry if your neighbor tells you that your choices do not suit him.

Each color has a wide choice of shades, the symbolism can vary from its intensity or its shade for example. But do not neglect the harmony of colors in order to propose a certain coherence, even minimal, in your visuals.

If ever your creative side gets stuck on choosing your color code, you can always refer to the meaning of colors in the marketing world that many brands use for their visual identities.



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