April 25, 2022

Understanding Industrial Design | What Is Visual Brand Language?

Embodying Brand Identity Through Product Design

A visual brand language translates a brand’s unique values and personality into tangible physical elements, such as form, material, details, colour, etc. A successful visual design language can give your products a powerful first impression and be a long lasting ambassador to your brand. Here at White Box Design, identifying and defining the visual brand language is an important step before we start exploring or sketching any new project. It directs us as to how your product’s should look, feel and be used.

A product’s design language can strengthen its emotional connection with your customers. It can also lead to higher brand awareness and a longer product life. The visual language of a product can be adjusted to emphasize a diverse range of signals that may be consciously or subconsciously recognized by your customers. Simple and subtle manipulations of a product’s design can create a unique identity and convey a wide range of information.

Below is a wonderful example from TYPE in how two very different visual design languages can produce two very different results in a product with identical features and functions.


Example of Visual Design Language comparing fonts to glasses.

Type - Visual Design Language



Type - Visual Design Language*Images courtesy of TYPE


Are you developing a new product?

Contact us today to learn more about how a visual design language can benefit your brand. We would love to connect and discuss how our industrial design process can help you achieve market success. Our process includes: in depth research, comprehensive strategy development, concept generation, product development, rigorous testing, validation and implementation. Call us today at 604.876.0073 or email us at [email protected].