Three Common Pitfalls in Brand Visual Identity (VIS) Design

Understanding the common pitfalls in brand visual identity (VIS) research is crucial to avoid mistakes, streamline processes, and gather objective, detailed information for brand diagnostics. By doing so, you can build a strong foundation for creating a distinctive brand visual identity.

Every industry has its own set of challenges, and brand visuals are no exception. These pitfalls can act as roadblocks, and only by identifying and overcoming them can you move forward effectively. Otherwise, misunderstandings, miscommunication, and execution errors may occur, leading to directional mistakes. Simply put, a single pitfall can lead to a significant misstep. Based on years of experience in brand visual management, SaiShang Brand Design shares key insights on the topic of “Brand Visual Research” and its common pitfalls:

Pitfall 1: Focusing Only on Criticism

Brand visual research is often mistaken as an exercise in nitpicking a company’s flaws. However, a thorough and scientific visual diagnosis is not about criticizing but rather about objectively analyzing the brand’s visual identity to identify the obstacles hindering its growth. It’s equally important to highlight and encourage the brand’s strengths. Focusing solely on the negative aspects can distort the true picture, leading to a skewed and subjective viewpoint, even if the research is detailed.

If the emphasis is solely on finding faults, it’s equivalent to condemning the brand’s past visual efforts. This approach typically results in two outcomes: either too much negativity leads to dismissing the positive elements, making fair judgment difficult and causing stagnation, or the entire visual identity is rejected, prompting a complete overhaul. This creates a cycle of repeated research and inconsistent branding efforts, with no continuity.

Pitfall 2: Limiting Focus to Visual Aspects

At SaiShang Brand Design, we believe that strategy and visuals must go hand in hand. Issues with brand visuals often stem not from the visuals themselves but from discrepancies in the brand strategy. When developing a brand’s visual identity, we must consider the end goal—not just creating something aesthetically pleasing but ensuring that the visuals ultimately serve the brand.

In many cases, companies focus on aesthetics when crafting their visuals, which is understandable but incomplete. Aesthetic appeal is only part of the solution. First, it’s essential to ensure the brand strategy is aligned. Only then should the focus shift to making the design visually appealing. The correct order is critical: strategy first, beauty second.

Pitfall 3: Focusing Only on the Past

In brand visual research, analyzing the brand’s past visual efforts is merely the first step. It’s important to understand the previous strategies, styles, communication methods, and overall brand influence. These are foundational aspects of research and often reflect a “past tense” approach.

However, brand development requires a systematic and forward-thinking approach. At Light & Shadow Studio, when conducting visual diagnostics for brands, we focus on the brand’s past, present, and future visual trajectories. A fragmented research approach, jumping from one random element to another, does not provide a cohesive vision for future growth. Instead, research should consider how past visuals have evolved and where the brand’s visual identity is heading in the future.

By avoiding these common pitfalls, brands can ensure a clearer, more strategic, and sustainable approach to visual identity design.