Cover image for Consistency Is More Than a

Consistency Is More Than a Nice Grid A consistent visual language is not about making an Instagram grid look good. That can be a nice byproduct, but it isn’t the goal. Imagery should create a recognisable world around a brand through colour, mood, lighting, composition, messaging and atmosphere. These choices help attract the audience the brand is speaking to and shape what people expect to feel when they interact with it. The clearer that visual language becomes, the less the brand has to rely on its logo to be recognised. A new product, a different location, a campaign image or even a corporate portrait can still immediately feel like it belongs to the same brand. That recognition is particularly important as a brand grows. The goal is not for people to remember one product or one campaign, but to recognise and engage with the brand behind them. A strong visual language gives different communications a shared identity without requiring them to look exactly the same.

Daria Bahurska

Creative Director & Brand Designer building identities