This is a Visual System:
I’ve taken it from part of the signage system for Ability Plus.
It’s used to unify the information and brand experience across their six stores, website, advertising, catalogues – any marketing that they do. In other words, it joins everything up for the end user. This makes it easier for them to find what they are looking for (or quicker to get to the checkout).
A central part of the brand identity, it has a direct link back to the logo:
Check out the full branding in our portfolio.
I don’t think I need to say much more – a strong visual (and verbal) system should explain itself. Colour, typography (fonts), language, icons, shape, combine to create an informative, recognisable and therefore reassuring presentation.
Make it part of the identity and you’re getting two for the price of one!
We see visual systems frequently employed by large retailers and companies. So why don’t more small businesses pick-up the trick?
I love this kind of branding, practical and powerful without the fuss.
PS – it’s not just for signs. Any recurring, contrasting or comparable info can be codified and turned into an asset.
How can you apply this to your service range or website?