Page 150 - MICROHUB Handbook - ENGLISH

What Creates a Brand’s Visual Identity?

Listing out what makes a brand’s visual identity is the easy part. A

visual brand’s identity comprises of:

Imagery (also known as logo)

Typography

Colours

Creative design (Imagery and composition styles)

The million dollar question however is how does one get to the heart

of these elements and use them to communicate to an audience who

you are as a crafter, what you stand for, and why they should choose

your handmade product over machine made or other artisan

products? What is it within your branding and personal story that

makes your visual identity YOURS, that actually tells your story in

relation to your creative passion and craft.

All of the elements mentioned above should guide

followers and customers to define their perceptions

in relation to your brand. If we are to simplify it, your

visual identity is made up of the visible images

associated with your crafting practice and via
brand proxy your crafting microbusiness. That is why

it’s important to match your visual identity with

the overall identity of your brand, of your narrative.

The visuals even more today represent a much larger

message and theme than what defines the word

visuals. They set the tone of your entire branding,

which will also in a way define your connection with

your customers/ audience.
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