Visual identity is the pillar of your company’s branding. It should represent your vision and values as much as your services and products. A successful visual identity can even become more recognized than your business name. The proper use of your identity creates a visual unity that allows your documents and promotional tools to be identified at first glance. The logotype, typography and color palette are the most common elements of a visual identity. In some cases, it may even include shapes, icons, or images representing your business, services, or products.