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Visual brand language is the intentional use of design elements- such as shape, colour, materials, finish, typography and composition- to subliminally communicate a company's values and personality through imagery and design style. It is intended to create a first impression of the brand for the consumer. It is considered by some to be an essential part of gaining both a substantial customer base and work force.[1][2] Successful visual brand language creates a memorable experience for the consumers, encouraging repeat businesses.[3]
For example, the primary pieces of the Starbucks were black and white icons. These icons are certain collection Starbucks will use throughout its brand. Each year, their promotional campaigns would use the same set of icons, but different ones displayed each time, and in different colour palettes.
Another distinguishing iconic design element is the BMW 'split grill' continuously employed to represent the brand. While the grill size and design details evolve over time, the underlying idea is consistent, allowing it to stay familiar to its audience.
Colour can be used similarly as consistent imagery, as demonstrated by The Home Depot's application of orange across all of its brand materials.