Visual brand language

The Visual Brand Language is branding terminology for a unique alphabet which directly and subliminally communicates a company's values and personality through compelling imagery and design style. This alphabet, properly designed, results in an emotional connection between the brand and the consumer. The Visual Brand Language is a key ingredient necessary to make an authentic and convincing brand strategy that can be applied uniquely and creatively in all forms of brand communications to both employees and customers. Successful Visual Brand Language creates a memorable experience for the consumer, encouraging repeat business and boosting the company's economic health. It is a long-term creative solution that can be leveraged by an executive team to showcase their brand's unique personality.

For example, Starbucks' constant, main ingredient were actually black and white icons. The icons are the letters of the alphabet. Each year, the promotional campaigns would use the same icons but the color palette and the featured icons would change.