Yesterday we covered how to select your personal brand colors. Today, we are going to expand on that with an overall visual identity.
Just like a consumer brand, a personal brand has a visual identity. The colors we use. Fonts we select. Images we use. Presentations we create. Social media posts we share.
For those who aren’t designers by trade, this can be challenging.
There are several options:
- Do Nothing – Your brand will be created by the ad-hoc personality you build.
- DIY Approach – Be intentional. Choose colors and fonts. Leverage no/low-cost templates.
- Graphic Designer – Develop a brief and find a designer that fits your style & budget.
Before hiring a designer or starting to create things on your own, I recommend two initial steps: Exploring your style and creating a visual identity statement. Both are described below.
Explore Your Style
This phase is understanding your current style and setting the vision of the style you want.
Personal Audit. Think about your personal style today. Examine your current wardrobe, accessories, and other visual cues (e.g., your business cards, website design). Are there colors you gravitate toward? What words would you use to describe your style?
Goals and Gaps. Are the elements identified in your audit consistent with the brand image you want to project? What is in line & what isn’t? What are the messages you want to send with the look of your materials? Jot down some notes to be used in the next exercise.
Create a Vision Board. Use magazines, Pinterest, or any other visual resources to gather images that resonate with you. These could be colors, textures, outfits, or design styles. Consider how each image reflects your personality and values.
Visual Identity Statement
Once you have an understanding of your goals and direction, a visual identity statement defines how you want your personal brand to be represented visually.
This includes elements like color schemes, typography, photography, and overall aesthetics. This is the foundation for things like websites, social media profiles, and business cards. Your visual identity statement can even extend to how you present yourself in person (clothing, accessories, etc.). There are five elements of your visual identity statement:
- Design: What words describe your personal sense of style?
- Color Palette: What colors represent your brand’s mood and values?
- Typography: What typefaces convey the tone you’re aiming for?
- Imagery: What kind of photos or graphics reflect your personality and brand?
- Personal Presentation: What does your wardrobe or personal style communicate?
To craft your Visual Identity Statement you want to speak to the five dimensions above. You can create a paragraph by creating the following 4-5 sentences:
My visual identity is/reflects [1. Design words].
I use [2. Color description].
I choose [3. Typography statement]
The imagery I use is [4. Imagery statement]
My clothing leans towards [5. Personal presentation].
Below are 3 examples of Visual Identity Statements to get your creative juices flowing.
Example 1 – Minimalist and Professional: My visual identity reflects simplicity, elegance, and professionalism. I use a monochromatic color palette with clean lines and subtle details. My website and social media feature a sleek design with a minimalist layout, focusing on clarity and space. I choose typography that is modern and straightforward, such as sans-serif fonts, to reflect precision and efficiency. The imagery I use is sharp, high-resolution, and emphasizes order and sophistication. My clothing style leans towards tailored, modern pieces in neutral tones like black, white, and grey.
Example 2 – Bold and Creative: My visual identity is bold, expressive, and playful. Bright, contrasting colors like cobalt blue and neon yellow form the core of my color palette. I choose eclectic, eye-catching imagery and illustrations that evoke a sense of energy and movement. My personal style includes vibrant, statement pieces that reflect my creative, outside-the-box thinking. My brand typography is hand-drawn and whimsical, reflecting my artistic approach, while my social media features vibrant visuals and spontaneous layouts that stand out from the crowd.
Example 3 – Warm and Approachable: My visual identity is warm, approachable, and grounded. I use earthy tones like deep greens, browns, and soft beiges to convey stability and comfort. My personal style includes casual, relaxed clothing like cardigans and soft fabrics in natural colors, contributing to a feeling of approachability. The fonts I use are rounded and friendly, with imagery that features natural light, candid moments, and people in warm, inviting settings. I aim to create a welcoming and authentic presence, both online and in person.
Your Turn
What do you think about creating a visual identity statement for your personal brand?
Are there aspects that feel intimidating?
Do you see how this statement could guide your decisions?