The purpose of a Visual Identity (VI) is to create and communicate a memorable and easily recognisable identity for graphic media.
It establishes IDENTITY, CHARACTER, and PERSONALITY of the organisation & EMOTIONAL and INTELLECTUAL PROFILE of the brand.
The purpose of a Corporate Identity System (CIS) is to make rules of how to apply this identity and character to everything a corporation – in this case the association – uses for communication in graphic media.
Visual Identities integrate logotype, icon, alphabet, colour palette, and architecture to create a comprehensive consumer brand experience. The recognition and perception of a brand is highly influenced by its visual presentation. A brand’s visual identity is the overall look of its communications. Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colours, and graphic elements. At the core of every brand-identity is a brand mark, or logo.