Visual identity

Visual identity: why it matters more to your brand than you might think

When people hear “visual identity”, they usually think of a logo first. A logo is just one part of a much bigger whole.

Visual identity determines how your brand looks, feels and is remembered. It includes colours, typography, graphic elements, photography, logo usage and your overall communication style.

That first impression often determines whether a potential customer begins to trust your brand or moves on to a competitor.

What is visual identity?

Visual identity is a set of graphic elements and guidelines that give a brand a consistent appearance.

Designing one attractive logo does not finish the job. The goal is to create a complete visual system, that guides your brand’s communication across all channels.

A visual identity may include:

  • a logo and its variants,
  • a colour palette,
  • typography,
  • graphic elements and icons,
  • a photography and video style,
  • social media post designs,
  • business cards and printed materials,
  • presentations and other business materials,
  • guidelines for using each element.

The result is a brand that looks consistent whether a customer encounters it on Instagram, a website, an advertising banner or a business card.

You make a first impression in seconds

Before reading what you offer, a customer will probably notice how your brand looks.

A company’s visual presentation immediately sends signals. It may feel modern, luxurious, friendly, playful, minimalist or technological.

It can also feel outdated, chaotic or untrustworthy.

That is the power of a strong visual identity: it helps make the right first impression before a customer explores your offer in detail.

A good visual identity builds trust

Imagine two companies offering almost identical services.

The first has an outdated logo, uses different colours and fonts in every post, and has a website that looks completely different from its social media.

The second has a clear visual style, professional photography and consistent graphics. All its materials feel like parts of the same brand.

Which company would you be more likely to trust?

A professional visual presentation can influence the value a customer places on your business. It does not automatically mean your product or service is better, but it shows that you take your business seriously and pay attention to details.

Visual identity makes your brand memorable

We often recognise strong brands before seeing their names.

A particular colour combination, distinctive font, photography style or graphic element can be enough.

That is no coincidence.

It is the result of long-term, consistent use of a visual identity.

If your brand looks different everywhere, customers will struggle to form a clear visual association with it. Consistent elements and a defined style gradually build brand recognition.

The more often people recognise you, the more likely they are to remember you when they need your product or service.

A logo alone is not enough

A common misconception is that a company has resolved its visual identity as soon as it has a logo.

A logo matters, but it does not define how your Instagram, website, presentations, advertising banners or company catalogue should look.

Without further guidelines, each piece of content can easily start to look different.

The brand gradually loses its consistency.

That is why we consider the brand as a whole when creating its visual identity. Which colours define it? What fonts does it use? How does it use photography? What should its graphic materials look like? How can all of this work online and offline?

Consistency is the foundation of a strong brand

Customers may encounter your business in many places.

They may see an Instagram post today, visit your website next week, encounter an ad later and receive your business card or flyer months afterward.

In every situation, they should feel they are engaging with the same brand.

Consistency helps build trust and memorability.

This does not mean every item must look identical. It means everything is based on the same visual system.

What are brand guidelines for?

To use a visual identity correctly over the long term, we create brand guidelines.

This document summarises the rules of your brand’s visual communication, including correct logo usage, brand colours, typography and other graphic elements.

Brand guidelines are useful for your company and everyone who works with the brand, from designers and marketers to social media managers, printers and external suppliers.

Clear guidelines prevent your brand from looking different every time.

When is it time for a new visual identity?

A new visual identity is not only for new businesses.

Established brands often need one when their visual presentation no longer reflects how the business has developed.

Consider a change if your logo and graphics look outdated, your materials lack visual consistency, your colours and fonts are not clearly defined, or your presentation does not match the quality of your services.

You do not always need to start from scratch. Sometimes, updating your existing identity and creating a coherent system is enough to make your brand work as a whole.

Visual identity is more than looking good

A good visual identity should look good, but its role goes much further.

It helps your brand stand out, be recognised, appear professional and build trust.

It is a foundation for your brand’s website, social media, advertising, printed materials and other marketing communication.

Want to give your brand a clear identity?

At BE SEEN we create visual identities that are more than attractive graphics. We first get to know you, your business and its direction. We then create a complete visual identity for online and offline use, supported by brand guidelines that keep your communication consistent.

Every project is different, so we will prepare a tailored quote.

Want to create a new visual identity or take your existing one further? Get in touch.

Learn more about visual identity

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Principles of personal data processing and their protection under the GDPR

(hereinafter also referred to as „the Principles“)

1. PRELIMINARY PROVISIONS

1.1. The controller of personal data within the meaning of Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016 on the protection of natural persons with regard to the processing of personal data and on the free movement of such data, and repealing Directive 95/46/EC (General Data Protection Regulation) (hereinafter referred to as the „GDPR“) is:

Company/Name: Registered office/address: ID No.:
Name and surname

Natálie Chlustinová
Rafanda 595
69605 Milotice
ID: 01748289

 (hereinafter referred to as „the controller“).

1.2. When processing personal data, the Administrator complies with the GDPR, Act No. 101/2000 Coll., on the Protection of Personal Data, Act No. 89/2012 Coll., the Civil Code, and other related legal regulations.

1.3. Below is a list of personal data, the method of their processing, the period for which your personal data are processed, the purpose of the processing, as well as information that is provided to you as data subjects by the controller.

2. CATEGORY OF PERSONAL DATA

2.1. The administrator processes only the necessary basic data, namely:

– identification data (your name and surname, business name, address of residence or registered office, as well as your delivery address, business identification number, tax identification number, and your date of birth)

– contact details (your email address and your phone number, or your IP address).
 – information necessary for fulfilling the service order, such as a declaration of good physical condition that does not prevent travel, the non-disclosure of an illness or other health problem that would prevent the fulfillment of the order

2.2. The Administrator processes personal data that you have provided to him or personal data that the Administrator has obtained by filling out a questionnaire or sending a message via the contact form.

3rd REASON AND PURPOSE OF PROCESSING PERSONAL DATA

3.1. The legal reason for processing personal data is:

·performance of a contract to which you, as a data subject, are a party,

·fulfillment of the legal obligation of the administrator,

· your consent to the processing of personal data for the purposes of providing direct marketing (sending commercial communications and newsletters)

3.2. The Administrator processes personal data for the purpose of processing your order, for the purpose of fulfilling its own legal obligations to the state (e.g. tax obligations), and for marketing activities.

3.3. You can withdraw your consent to receive commercial communications at any time (see paragraph 7.6 of the Principles).

4th PERIOD OF STORAGE OF PERSONAL DATA

4.1. The controller retains your personal data for the period necessary to exercise the rights and obligations arising from the contractual relationship or for the period necessary to fulfill archiving obligations under other laws (the Accounting Act, the Archive and Recordkeeping Act, the VAT Act), but no longer than 5 years after the termination of the contractual relationship. If you do not withdraw your consent to the processing of personal data for direct marketing purposes, the data will be processed for a period of no longer than 5 years.

4.2. After the period for storing personal data has expired, we will delete your personal data.

5. PROTECTION OF PERSONAL DATA

5.1. Taking into account the state of technology, the costs of implementation, the nature, scope, context and purposes of the processing, as well as the various likely and varying serious risks to the rights and freedoms of natural persons that the processing entails, the controller has implemented appropriate technical and organizational measures to comply with the requirements of the GDPR and protect the rights of data subjects.

6. RECIPIENTS OF PERSONAL DATA

6.1. The Administrator discloses personal data to the following recipients:

– administrators of the www sites, domains and hosting (Webglobe s.r.o., Smartczechsolutions.cz) within the framework of technical support for the website operation

6.2. Personal data is processed both manually and automatically.

7. YOUR RIGHTS

7.1. RIGHT OF ACCESS TO PERSONAL DATA (Article 15 GDPR)

You have the right to request access to the processed personal data concerning you and to the following information:

a) the purpose of processing personal data;

b) the category of personal data processed;

c) the category of recipients to whom the personal data have been or will be disclosed;

d) the period of processing and storage of personal data;

e) all available data about the source of the personal data, unless they are obtained from the data subject;

f) the fact that automated decision-making is taking place, including profiling.

7.2. RIGHT TO MODIFY PERSONAL DATA (Article 16 GDPR)

You can contact us to request correction if the data we hold about you is inaccurate, incomplete, or outdated. Taking into account the purposes of the processing, you have the right to supplement incomplete personal data, including by providing an additional declaration.

7.3. RIGHT TO REMOVE PERSONAL DATA (Article 17 GDPR)

You can contact us to request that your personal data be deleted if:

a) the data are not necessary for the purpose for which they were collected or otherwise processed;,

b) if you have withdrawn your consent to the processing of data,

c) the data were processed unlawfully,

d) the data must be erased in order to comply with a legal obligation laid down in EU law or the Member State law that applies to the controller, or

e) if you have raised objections to the processing in accordance with Article 21(1) GDPR and there are no overriding legitimate grounds for the processing, or if you raise objections to the processing in accordance with Article 21(2) GDPR.

7.4. RIGHT TO LIMIT THE PROCESSING OF PERSONAL DATA (Article 18 GDPR)

You have the right to restrict the processing of personal data if:

a) you deny the accuracy of the personal data, for the period necessary for us to verify the accuracy of the personal data;

b) the processing is unlawful and you refuse the deletion of personal data and instead request a restriction on its use;

c) we no longer need the personal data for the purposes of processing, but you require it for the establishment, exercise or defense of legal claims;

d) you have raised an objection to processing under Article 21(1) of the GPDR, until it is verified that our legitimate reasons outweigh your legitimate reasons.

If you have reached the processing limit, you will be notified in advance that the processing limit will be lifted.

7.5. RIGHT TO TRANSFERABILITY OF PERSONAL DATA (Article 20 GDPR)

You may request that your personal data be provided to you in a structured, commonly used and machine-readable format or that these data be directly transferred to another controller, if:

a) the processing is based on consent pursuant to Article 6(1)(a) of the GDPR or Article 9(2)(a) of the GDPR, or on a contract pursuant to Article 6(1)(b) of the GDPR; and

b) the processing is carried out automatically.

7.6. RIGHT TO WITHDRAW YOUR CONSENT TO THE PROCESSING OF PERSONAL DATA AT ANY TIME

You may revoke the consent granted for the processing of personal data at any time, without affecting the legality of the processing based on the consent before its revocation.

7.7. RIGHT TO OBJECT TO THE PROCESSING OF PERSONAL DATA (Article 21 GDPR)

You have the right, for reasons related to your specific situation, to object at any time to the processing of personal data concerning you, based on Article 6(1)(e) or (f), including profiling based on these provisions. We will not further process personal data unless we demonstrate compelling legitimate grounds for the processing that override the interests or rights and freedoms of the data subject, or for the establishment, exercise or defense of legal claims.

If personal data are processed for direct marketing purposes, you have the right to object at any time to the processing of personal data concerning you for this marketing, which includes profiling, insofar as it relates to this direct marketing.

7.8. RIGHT TO FILE A COMPLAINT

If you believe that we are processing your personal data unlawfully, you have the right to file a complaint with the supervisory authority, which is:

Office for the Protection of Personal Data,

registered office at Pplk. Sochora 27, 170 00 Prague 7

DS ID: qkbaa2n,

e-mail: official: posta@uoou.cz, phone: landline: +420 234 665 111 (Central Office), fax:+420 234 665 444.

8. VIOLATION OF SECURITY OF PERSONAL DATA

8.1. If it is likely that a specific case of personal data breach will result in a high risk to your rights and freedoms, we will notify you of this breach without undue delay. The notification shall describe the nature of the personal data breach and shall include at least the information and measures referred to in Article 33(3)(b), (c) and (d) of the GDPR. This notification is not required if any of the following conditions are met:

a) we have implemented appropriate technical and organizational protective measures and these measures have been applied to personal data affected by a personal data breach, in particular those that render these data unintelligible to anyone who is not authorized to access them, such as encryption;

b) we have taken subsequent measures to ensure that the high risk to your rights and freedoms is unlikely to manifest itself;

c) it would require unreasonable effort.

9. TRUSTED PERSON FOR THE PROTECTION OF PERSONAL DATA
9.1. The administrator does not have a person designated as a so-called “data protection officer”. You can contact us directly regarding matters related to the processing of personal data:

Natálie Chlustinová
Rafanda 595
69605 Milotice
ID: 01748289

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