LyncServe Insight
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Building Your Visual Identity

Color swatches, icons, and other graphic assets

Every Fortune 500 company has a strict set of brand guidelines and so should you. Choosing the right logo, font, colors, and imagery all help your customers recognize you, feel comfortable with you, and keep them coming back for more. No matter the size of your business, it’s important to build a stable visual identity. Here’s a list of things to think about when developing your brand:


Your logo is the first thing that people see and recognize. It should be unique to your industry and relate to your business. Of course, abstract ideas can work just as well, too. It’s also important to set limitations on how logos can be used and altered. Consistency is the name of the game.


Your colors are what give your brand its personality. Having a palette of 2-4 colors helps keep it stable and visually appealing. The addition of black or gray is always a suitable addition. Check out for some great palette ideas.


Like colors, it’s important to have 2-4 fonts or font-weights that are associated with your brand. Using one font for headlines and the other font for everything else is a good approach. Choosing the right typeface helps customers focus on what the message means to them, and helps your brand personality as well. You can find a list of free fonts from Google at


Short and sweet is the way to go when developing a tagline. This is where your personality can really shine through. It can be descriptive in explaining what you do, or in communicating your company’s mantra. In many cases, this might be just as recognizable as your logo. Just ask Nike.


Images speak louder than words. While different images can be used for different marketing campaigns, it’s beneficial to have all your main branding graphics similar in style.


The use of icons is a popular tool that helps illustrate your services, capabilities, or other aspects of your company you wish to highlight. Every icon should act as part of an entire set and be easy to understand.

Having a strong visual identity can make any small business feel like a Fortune 500 company. Be sure to keep one thing in mind: consistency. It’s often a tough task to develop your visual identity on your own, so let LyncServe take care of this for you. Contact us today.

Brian Needles Headshot
by Brian Needles
Brian has a great deal of passion for all areas of design and technology. He's worked across all disciplines, but specializes in web design and branding.
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