How To Build a Strong Visual Identity for Your E-commerce Brand (2024)

What is visual identity?

Visual identity refers to the visual aspects of a brand that create a recognizable and memorable image. It includes the logo, color scheme, typography, and any other visual elements that represent the brand.

What’s the role of visual identity in brand identity?

Brand identity

Brand identity encompasses the values, mission, and personality of a brand. It is what sets a brand apart from its competitors and creates a connection with consumers.

Visual identity

Visual identity is a key component of brand identity as it is often the first thing consumers notice about a brand. It helps to convey the brand’s personality and values visually, making it easier for consumers to recognize and remember the brand.

Examples of strong visual identity


Gymshark has a strong visual identity that is characterized by bold and vibrant colors, sleek typography, and a recognizable logo. Their visual identity reflects their brand’s energetic and youthful personality.


SKIMS, founded by Kim Kardashian, has a minimalistic and elegant visual identity that includes a simple logo, neutral color palette, and clean typography. This visual identity reflects the brand’s focus on inclusivity and comfort.


Beardbrand has a visually striking identity that revolves around earthy tones, vintage typography, and a rugged logo. This visual identity aligns with the brand’s target audience of bearded men and reflects their commitment to quality grooming products.


Tupperware has a timeless and iconic visual identity that includes the signature shade of blue, a distinctive logo, and consistent packaging design. Their visual identity reflects the brand’s reliability and longevity in the market.

How to build a solid visual identity

1. Have a clearly defined brand identity

Before diving into creating a visual identity, it’s crucial to have a clear understanding of your brand’s identity, values, and target audience. This will guide the visual elements that represent your brand.

2. Know your audience and your competition

Understanding your target audience and analyzing your competitors’ visual identities will help you create a unique and appealing visual identity that stands out in the market.

3. Build upon design principles and color psychology

Utilize design principles such as balance, contrast, and hierarchy, and consider color psychology to evoke specific emotions and perceptions through your visual identity.

4. Be consistent

Consistency is key in building a strong visual identity. Ensure that all visual elements, from your logo to your marketing materials, adhere to the same design language and color palette.

5. Iterate and evolve

A strong visual identity is not static. It should evolve with your brand and adapt to new trends and consumer preferences. Continuously iterate and improve your visual identity to stay relevant.

Visual identity FAQ

What comprises visual identity?

Visual identity comprises the logo, color scheme, typography, imagery, packaging, and any other visual elements that represent a brand.

How does a visual identity benefit your business?

A strong visual identity helps in creating brand recognition, building trust with consumers, and differentiating your brand from competitors.

What is the most important aspect of visual identity?

Consistency is the most important aspect of visual identity. Consistent use of visual elements across all brand touchpoints helps in creating a cohesive and memorable brand image.