Images are a huge part of building a unique identity. Every photo, graphic, icon, and button is a chance to showcase your brand and shape the way that it’s perceived. In professional settings, images are usually created specifically for the brand; for instance, pictures in a catalog… or graphics in an app. Beginners can get similar results by choosing images with a subtle through-line, like a signature color… a shared subject… or a consistent graphic style. Most importantly, avoid images that feel generic or obviously staged. This is difficult if you’re relying on third party stock, but there are ways to set your brand apart. Avoid images that lack context or appear frequently in other brands’ designs. Instead, choose images that seem genuine and feature authentic people, places, and things.
Visual identity isn’t just a marketing tool. It’s a way of looking at design that removes a lot of the guesswork. With a clear vision of your brand, you know exactly what colors, fonts, and images to use. You can create consistent works that viewers will remember.