{"id":19152,"date":"2020-05-03T09:51:36","date_gmt":"2020-05-03T07:51:36","guid":{"rendered":"https:\/\/www.travel-insight.fr\/the-importance-of-visual-identity-on-social-networks\/"},"modified":"2020-05-03T09:51:36","modified_gmt":"2020-05-03T07:51:36","slug":"the-importance-of-visual-identity-on-social-networks","status":"publish","type":"post","link":"https:\/\/www.travel-insight.fr\/en\/the-importance-of-visual-identity-on-social-networks\/","title":{"rendered":"The importance of visual identity on social networks"},"content":{"rendered":"

Are you a tour operator, travel agency or tourist office looking to improve your digital communications?
\nFirst and foremost, good communication relies on a coherent, well-implemented visual identity.
\nDiscover our advice on the importance of your visual identity on social networks. <\/p>\n

It’s important that your brand and values are reflected on your social networks, as this will impact the image you project to your targets.
\nIn fact, this is the basis of your digital communication. <\/p>\n

\n

The challenges of visual identity for a tourism company<\/strong><\/p>\n

First things first: do you know exactly what a visual identity is?
\nIt’s made up of various elements that help identify and recognize your brand, your product\/offer and your values. <\/p>\n

It’s vital to take care of your visual identity, as it represents your business card on social networks.
\nThese different elements will define your values and your DNA as a brand.
\nIndeed, it’s the first thing people notice when they visit your Facebook page or Instagram account.
\nIt’s therefore essential to take care of your profile photo, and we recommend placing your logo or part of your logo (the most recognizable) on it.
\nBut also your cover photo, where you can create an original visual or place a video while respecting your graphic charter and the requested format. <\/p>\n

\"\"Having a strong visual identity will also enable your brand to build community loyalty.
\nThanks to your visual codes, it will be possible to create a feeling of belonging and attachment on the part of the community, notably through the values transmitted. <\/p>\n

Example of an effective brand identity: CMV – Maritime cruises & travel<\/em><\/p>\n

For the CMV brand, we developed a communications strategy around their cruise ship: the Jules Verne.
\nFor example, we redesigned the ship as an engraving to be used on several Facebook post templates in the blue of the cruise line’s graphic charter.
\nThe latter is recognizable and signs CMV’s posts without recalling the logo. <\/p>\n

It’s also your trump card when it comes to standing out from your competitors.
\nWith your brand’s own graphic codes, you’ll be easily identifiable on social networks. <\/p>\n

All this will build your credibility with your community, customers or prospects, and affirm your professionalism,<\/p>\n

When it comes to your identity, it’s important to follow trends and not wait until you have an outdated visual identity, without plunging into clich\u00e9.
\nAs you’ve probably noticed, many brands evolve their identity over the years, whether it’s just a facelift (simplification or modernization of the pictogram, change of color or typography) or a complete overhaul of the identity, to match changes in the brand’s positioning for example.
\nHowever, it’s important to be cautious about any change, however slight.
\nSome loyal customers may be wary of changes.
\nNote, however, that a visual identity has a lifespan of around ten years. <\/p>\n

The case of the Air France logo, its evolution from 1933 to the present day:<\/p>\n

\"\"Creating a logo for a travel agency or tour operator: <\/strong><\/p>\n

Let’s take a closer look at the importance of a logo for a travel company.
\nA logo is an indispensable tool, the first step in a communication strategy<\/a>.
\nThere are two ways to create your identity: On the one hand, you can call on a freelance graphic designer or a communications agency.
\nThey’ll follow your instructions on the type of identity you want for your travel agency or tour operator, and take care of the design.
\nIt’s up to you to decide which solution is right for you, taking your budget into account. <\/p>\n

\"\"The first step is fundamental, and requires you to ask yourself the right questions: What text will appear on your logo?
\nAre you looking for a simple or complex logo for your brand?
\nWhat values do you want the logo to convey?
\nWhat style best suits your brand?
\n(classic, modern, luxurious, fresh, flashy…)?
\nAll this information is important, and should be included in your specifications or creative brief.
\nThey will help guide your future logo towards a certain design.
\nThen comes the actual graphic design stage.
\nThis involves choosing tones, selecting icons, adding effects, creating a few logo prototypes, and any necessary retouching. <\/p>\n

The choice of logo colors is strategic, in fact each color has a meaning, for example a logo in black or gray tones will evoke sobriety, elegance while a logo with bright colors will evoke more cheerfulness.
\nYou can choose a solid-colored logo, the choice made by 59% of brands between 2018 and 2019.
\nAs for the choice of typography, it’s also fundamental, as it too will have an impact on visual identity.
\nEach typeface evokes different values: serif, handwritten, calligraphic, <\/p>\n

Make sure the logo is consistent with your company and your values.
\nIn short, the logo must be: simple, original, adaptable and durable.
\nSimple: it must not be overloaded or confusing, because it must be easily recognizable and memorable.
\nOriginal, because it must stand out from the competition, but be careful not to isolate itself.
\nIt must be adaptable, of course, as it will be used on a variety of communication media. <\/p>\n

The analysis of the brief should then enable us to develop leads with the research phase.<\/p>\n

Finally, the final approval of the logo is decided by the whole team.
\nThere are 3 clear stages in the creation of a logo: creative brief, reflection and development of ideas, and refinement. <\/p>\n

For the travel agency specializing in the United States, \u00c9vasions USA<\/a>, we chose to create a round logo, and to be relevant to the company’s activity and values, we featured the Golden Gate Bridge.
\nAs for the choice of colors, we strategically opted for orange, reminiscent of stretches of desert, and blue, the symbolic color of the U.S. flag. <\/p>\n

For both travel agencies and tour operators, the logo is a key element of the communication strategy.
\nIn fact, it’s a distinctive sign that will appear on all communication platforms, every time the company is mentioned: on the website, on business cards, or even on sales brochures.
\nThis visual is a way of being recognized in a matter of seconds by customers and partners. <\/p>\n

Setting up a graphic charter for the trip:<\/strong><\/p>\n

The logo and other graphic elements will then form a document that will be your company’s graphic charter.
\nAn essential tool for your digital communications, it defines the rules for using your visual identity. <\/p>\n

On social networks, as a company in the travel sector, the editorial line is very important, but just as important as the graphic charter.
\nFor example, the visuals accompanying posts on social networks such as Facebook or Instagram will be a real promotional or sales tool for your company.
\nYour graphic charter must therefore be well thought-out and correctly applied. <\/p>\n

What exactly does it contain?<\/p>\n