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						<h1 class="entry-title">Qu&rsquo;est-ce que l&rsquo;identité visuelle d&rsquo;une marque&nbsp;? Quel est son rôle&nbsp;?</h1>						<p id="breadcrumbs"><span><span><a href="https://www.anthedesign.fr/actualite/">Blog</a></span>  <span><a href="https://www.anthedesign.fr/category/communication-2/">Communication</a></span>  <span class="breadcrumb_last" aria-current="page">Qu&rsquo;est-ce que l&rsquo;identité visuelle d&rsquo;une marque&nbsp;? Quel est son rôle&nbsp;?</span></span></p>						<p class="excerpt sub_excerpt">Qu'est-ce qu'une identité visuelle et quelle est sa valeur ajoutée pour marque et votre entreprise&nbsp;? </p>
						
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															<img width="900" height="563" src="https://www.anthedesign.fr/wp-content/uploads/2017/06/identite-visuelle-entreprise.jpg" class="nolazy wp-post-image" alt="identite visuelle entreprise" fetchpriority="high" decoding="async" srcset="https://www.anthedesign.fr/wp-content/uploads/2017/06/identite-visuelle-entreprise.jpg 900w, https://www.anthedesign.fr/wp-content/uploads/2017/06/identite-visuelle-entreprise-600x375.jpg 600w, https://www.anthedesign.fr/wp-content/uploads/2017/06/identite-visuelle-entreprise-768x480.jpg 768w, https://www.anthedesign.fr/wp-content/uploads/2017/06/identite-visuelle-entreprise-624x390.jpg 624w" sizes="(max-width: 900px) 100vw, 900px" />													</div>
													<div id="sommaire"><div id="sommaire_container"><p class="h3">Sommaire</p><ul><li><a href="#quest-ce-quune">Qu'est-ce qu'une identité visuelle ?</a><ul><li><a href="#1-le-logo">1. Le logo</a><li><a href="#2-la-typographie">2. La typographie</a><li><a href="#3-les-couleurs">3. Les couleurs</a><li><a href="#4-les-formes">4. Les formes, motifs et les signes</a></ul></li><li><a href="#le-role-de">Le rôle de l'identité visuelle ?</a><li><a href="#exemples-didentites-visuelles">Exemples d'identités visuelles réussies</a><ul><li><a href="#en-conclusion">En conclusion,</a></ul></div></div>							

						<h2 id="quest-ce-quune">Qu&rsquo;est-ce qu&rsquo;une identité visuelle ?</h2>
<p>Une <strong>identité visuelle est un ensemble d&rsquo;éléments graphiques</strong> permettant l&rsquo;identification d&rsquo;une marque pour le public. Si le nom d&rsquo;une marque est également celle de l&rsquo;entreprise, elles partagent la même identité.</p>
<p>Elle incarne la personnalité, les valeurs et le positionnement de la marque visuellement. Elle permet aux consommateurs de reconnaître la marque et de la différencier de ses concurrents.</p>
<p>L&rsquo;identité visuelle est également le pilier de la gestion de l&rsquo;<a href="https://www.anthedesign.fr/communication-2/image-de-marque-entreprise/">image de marque</a>.</p>
<p>Les éléments graphiques constituant l&rsquo;identité visuelle sont :</p>
<ul>
<li>le <a href="https://www.anthedesign.fr/communication-2/logotype-entreprise/">logotype</a>, la griffe, l&#8217;emblème ou le symbole,</li>
<li>la ou les couleurs,</li>
<li>la <a href="https://www.anthedesign.fr/communication-2/typographie/">typographie</a> (police de caractères),</li>
<li>les images et les photographies,</li>
<li>ou encore les illustrations, l&rsquo;iconographie, et les <a href="https://www.anthedesign.fr/webdesign-2/pictogramme/">pictogrammes</a>.</li>
</ul>
<p>Tous les éléments graphiques de l&rsquo;identité visuelle sont détaillés et figés dans un document nommé « <a href="https://www.anthedesign.fr/creation-de-sites-internet/charte-graphique/">charte graphique</a> » (corporate identity code).</p>
<p>L&rsquo;objectif premier de celle-ci est la déclinaison la plus fidèle de l&rsquo;identité visuelle sur tous les supports de <a href="https://www.anthedesign.fr/communication-2/communication-externe-entreprise/">communication externe</a> ou interne de votre entreprise comme :</p>
<ul>
<li>le site internet, la signature de mail,</li>
<li>l&#8217;emballage de produits, l&rsquo;enseigne, les véhicules de société,</li>
<li>le papier à lettres, les <a href="https://www.anthedesign.fr/print-2/carte-de-visite/">cartes de visites</a>, les flyers, les dépliants, les <a href="https://www.anthedesign.fr/print-2/plaquette-commerciale/">plaquettes commerciales</a>.</li>
</ul>
<p>&nbsp;</p>
<p><img decoding="async" class="aligncenter wp-image-25196" title="identités visuelles entreprises" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20900%20639'%3E%3C/svg%3E" alt="identité visuelle de plusieurs entreprises" width="900" height="639" data-lazy-src="https://www.anthedesign.fr/wp-content/uploads/2016/06/logo-identite-visuelle.jpg" /><noscript><img decoding="async" class="aligncenter wp-image-25196" title="identités visuelles entreprises" src="https://www.anthedesign.fr/wp-content/uploads/2016/06/logo-identite-visuelle.jpg" alt="identité visuelle de plusieurs entreprises" width="900" height="639" /></noscript></p>
<div class="box"><strong>Bon à savoir</strong> : une identité visuelle est considérée comme une immobilisation incorporelle dont le coût peut être amorti sur plusieurs années d&rsquo;un point de vue comptable.</div>
<p>L’enjeu d&rsquo;une identité visuelle est donc de faire valoir la marque de votre entreprise grâce à un ensemble de points invariants :</p>
<h3 id="1-le-logo">1. Le logo</h3>
<p><strong>Le logo est l&rsquo;élément fondateur et central d&rsquo;une identité visuelle</strong>.</p>
<p>Il doit être évocateur, intemporel et déclinable. Il doit également être visible, compréhensible et facilement mémorisable. Tout comme il se doit d&rsquo;être utilisable en couleur, en niveau de gris ou en noir et blanc et dans toutes les tailles.</p>
<h3 id="2-la-typographie">2. La typographie</h3>
<p>Elle est parfois utilisée pour le logotype, pour le contenu texte de tous les documents officiels et toutes informations diverses. Elle reflète le ton et le style de la marque, que ce soit sérieux, décontracté, moderne, ou traditionnel.</p>
<h3 id="3-les-couleurs">3. Les couleurs</h3>
<p>Le <a href="https://www.anthedesign.fr/creation-de-sites-internet/couleurs-creation-de-sites-internet/">choix des couleurs</a> à toute son importance. Les couleurs jouent un rôle clé dans la perception d&rsquo;une marque et transmettent des émotions. Par exemple, le bleu est souvent associé à la confiance et à la sécurité, tandis que le rouge évoque l&rsquo;énergie et l&rsquo;enthousiasme.</p>
<p>Utiliser une palette chromatique permet également de créer une harmonie colorée pour votre communication (avec éventuellement des couleurs référentes et des couleurs d’accent).</p>
<h3 id="4-les-formes">4. Les formes, motifs et les signes</h3>
<p>Les signes et les formes sont des points essentiels de reconnaissance. Des formes précises sont conseillées. Ces éléments servent à enrichir l&rsquo;univers visuel de la marque tout en restant cohérents avec son style général.</p>
<p>Si l&rsquo;on prend l&rsquo;exemple d&rsquo;une flèche, il est conseillé d&rsquo;utiliser toujours la même pour conserver une cohérence graphique.</p>
<h2 id="le-role-de">Le rôle de l&rsquo;identité visuelle ?</h2>
<p>Ces différents points forgent l’image de l’entreprise et transmettent les valeurs, la vision, l’activité de celle-ci.</p>
<p>L’identité visuelle se base sur le logo et la charte graphique qui établie des règles régissant l’usage des points de la communication : mise en page, couleurs, formes…</p>
<p>C’est la <a href="https://www.anthedesign.fr/communication-2/coherence-graphique/">cohérence graphique</a> entre tous les produits d’une marque qui permet à celle-ci d’exister.</p>
<p>L’identité visuelle s’assimile à l’univers complet de l’entreprise et sa transmission se fait via chaque support de l’entreprise. En tant qu’univers complet, l’identité visuelle peut exister sans le logo bien qu’elle y soit rattaché fondamentalement.</p>
<p>Si le logo utilise une trame par exemple, un sac de boutique peut reprendre cet élément tramé sans reprendre la globalité du logo.</p>
<p><strong>Valoriser une marque</strong> ou une entreprise est évidemment l’enjeu d’une identité visuelle aboutie, elle permet :</p>
<ul>
<li>d’attirer et de retenir l’attention du client,</li>
<li>d’asseoir la notoriété de la marque et sa différentiation,</li>
<li>de transmettre des valeurs,</li>
<li>de confirmer la crédibilité auprès des partenaires commerciaux ou institutionnels.</li>
</ul>
<h2 id="exemples-didentites-visuelles">Exemples d&rsquo;identités visuelles réussies</h2>
<ul>
<li>Apple : Minimalisme, simplicité, et élégance. Chaque élément, du logo à l&#8217;emballage, reflète son image haut de gamme et innovante.</li>
<li>Coca-Cola : Une identité visuelle centrée sur le rouge emblématique et la typographie cursive, évoquant l&rsquo;énergie, la convivialité et l&rsquo;authenticité.</li>
<li>Nike : Un logo simple mais puissant (le swoosh), associé à des images inspirantes de performance sportive, qui incarnent le slogan « Just Do It ».</li>
</ul>
<h3 id="en-conclusion">En conclusion,</h3>
<p>L&rsquo;identité visuelle est bien plus qu&rsquo;un simple logo ou des couleurs. C&rsquo;est un ensemble cohérent d&rsquo;éléments visuels qui communiquent l&rsquo;essence d&rsquo;une marque, ses valeurs et son positionnement.</p>
<p>Une identité visuelle bien conçue est essentielle pour attirer l&rsquo;attention, gagner la confiance et fidéliser les clients. Elle sert également de repère pour l’ensemble des échanges commerciaux.</p>
<p>Elle doit également être perçue comme une image marquante dans l’esprit du public. C’est ainsi que se développe la popularité et la notoriété de celle-ci.</p>
<p>À lire également : <a href="https://www.anthedesign.fr/communication-2/phrase-daccroche/">Quelle est l&rsquo;utilité d&rsquo;une phrase d&rsquo;accroche ?</a></p>

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