1. What is VIS?

VIS (Visual Identity System) is a guideline that presents a complete brand visual experience, including colors, textures, photography, videography and typography etc. The goal of VIS is to clearly communicate the brand identity to internal design stakeholders, enabling them to consistently represent the brand to external audiences.

In order to create a VIS, you need to define all visual elements owned by the brand. The foundation of VIS is a strong brand guideline and its implementation strategy. The ultimate goal of this system is to transform all brand assets into clear principles that every content team can follow, ensuring that the brand’s online presence remains consistent with the original brand concept.

2. Benefits of VIS

VIS is a system designed to simplify processes, help teams achieve manageable and efficient workflows, and prevent mistakes. Without clear guidance on how to achieve high-quality results, misunderstandings and inconsistencies are likely to occur.

Implementing a VIS system can transform complex processes into easy-to-understand steps, improving overall efficiency.

An effective VIS helps organizations:

* Improve the results of their content creation process.

* Avoid mistakes caused by misunderstandings of the brand’s meaning and values.

* Make collaboration between teams easier.

* Build complex strategies on a strong foundation and support successful implementation.

3. How to Create a VIS

Step 1: Develop Brand Identity

VIS begins with the brand identity itself. This includes the logo, typography, and brand colors. Ideally, these elements should already be included in your brand guidelines. If they are not, they should be developed during this stage.

Step 2: Create a Mood Board

A mood board is similar to a VIS because it represents more than just a logo and color palette. It goes further by showcasing photography, videos, audio, and even sensory elements such as atmosphere or emotions to create a complete understanding of the brand feeling.

A mood board is a carefully curated collection of content (not necessarily created within the company or organization) and is usually not publicly released. It is highly useful for gathering inspiration and receiving feedback from stakeholders, helping visualize the direction of the final VIS.

4. VIS Fundamentals

The following best practices can help you avoid common mistakes and achieve outstanding results if you want to build your own VIS and make your brand stand out.

5. Communicate Your Business Message

Understand your message, purpose, and the way you want to communicate with your audience. The foundation of VIS requires a clear and solid brand strategy. Think about the values you want to communicate and the misunderstandings you want to avoid at all costs. Create a timeline, prioritize your main objectives, and ensure that the final results align with your brand values.

6. Have a Strong Theoretical Foundation

Do you know the basis of psychological research on the relationship between color and feeling? Have you noticed that according to your font, a message may be interpreted as horror or romance? If you have this information, you can shape people's visual perception of your brand.