Building your visual identity starts well before you choose a logo, colors, or typography.
Competitive monitoring is already a first step in shaping that identity, since this kind of analysis lets you see who looks alike, who stands out, what messages they’re sending, and what values they want to convey.
Once that monitoring is done, it’s time for introspection.
Brand Substance: The Foundation of Any Identity
This work starts well before a logo or a website. It starts with what’s known as “brand substance”:
- your purpose
- your worldview
- what you do, every day
- your reference points and values
To convey messages at a deeper level, Simon Sinek created what he calls the Golden Circle:
- Why you do what you do
- How you do it
- What you offer
Start with the why. Not the product. Not the service. The meaning. Then explain how you do things: with what logic, what method, what standards. And only after that, say what you actually offer.
You’ll find a more in-depth article on branding on our site — right here.
According to Wikipedia, visual identity is “the set of visual elements that make it possible to identify an entity across different media.” In other words, it’s everything that makes up your brand’s image: logo, colors, typography, symbols, and visual tone. This set of elements is what determines the brand’s impact, both at first glance and over the long run.
One of the clearest examples would be McDonald’s famous “M.” Its shape, its color — everything is designed to make it stick in our memory, and it works.
Minimalism in Swiss Culture
In Switzerland, minimalist aesthetics aren’t a trend — they’re a culture. The International Typographic Style, also known as the Swiss Style, took root there in the 1950s. This movement revolutionized visual communication by prioritizing readability, clarity, and information hierarchy.
A study published by the Nielsen Norman Group in April 2024 explains that clear, concrete, and familiar images are more memorable. It highlights that visual clarity improves recall, a key factor in how trustworthy a visual is perceived to be.
This is a real asset for a startup that wants to inspire trust quickly. This first-impression effect holds true whether it’s in person or on your website.
What’s more, properly establishing your visual identity lets you carry it consistently across every communication channel and simplifies marketing work, since the brand guidelines will already be set, along with the style the company wants to project (luxury, eco-friendly, budget-friendly, and so on).
The Economic Impact of a Successful Visual Identity
These days, investing in your image isn’t a luxury — it’s a real growth lever.
SMEs with a consistent visual identity see an average 30% increase (EWM Swiss) in customer interactions.
Design, then, isn’t just about aesthetics — it’s a measurable performance factor that can prove crucial, given that 94% of first impressions of a website are based on its design.
The Swiss Trade Association (Union suisse des arts et métiers) also notes that young Swiss companies investing in graphic design enjoy stronger recognition and clearer positioning in their local market. A clear identity helps firmly establish positioning and stand out more distinctly from competitors.
This, incidentally, is exactly what we can do for you at Mondi Agency — so don’t hesitate, get in touch with us!
The Key Elements to Define
Here are the components Mondi Agency suggests settling from the very start for any startup:
| Element | What to decide / analyze | Why it matters |
|---|---|---|
| Logo | Shape, symbolism, simplicity. A logo that’s recognizable even at a small size. | The first point of recognition — many materials will use it. |
| Color palette | Primary + secondary colors. Account for contrast and readability. | Colors evoke emotions. In Switzerland, that often means restraint, balance, simplicity. |
| Typography | Font(s) for headings, for body text. Check licenses and readability. | Typography affects tone: modern, serious, warm, and so on. |
| Supporting graphic elements | Icons, patterns, illustrations, photography. | They reinforce the brand’s personality. |
| Brand guidelines | Rules for using all the elements above. How the logo should NOT be used, margins, alternative versions. | Ensures consistency across every channel. |
| Communication materials | Website, app, business cards, packaging, local advertising, signage. | The identity needs to genuinely “live” everywhere, not just on paper or screen. |
A Startup’s Visual DNA
Simon Sinek’s Golden Circle rule, mentioned above, helps us establish our brand’s DNA.
A visual identity needs to tell a story — so that people can identify with it, understand it, and feel it.
To convey that information, color choice is an effective tool, because behind the aesthetic side, there’s also science at play. Here are a few examples:
- blue inspires reliability
- green suggests sustainability
- red conveys passion
- yellow/orange conveys energy
These associations are backed by neuroscience research: colors activate specific areas of the brain linked to memory and emotion (source: Frontiers in Psychology).
For a Swiss startup, incorporating natural, local shades strengthens the emotional connection. The green of the Gürbetal forests, the beige of historic facades, or the deep blue of the Aare river can all become authentic visual signatures.
None of this is chosen at random — the choice is also tied to UX/UI, a discipline that isn’t just about thinking through navigation or usability. It’s also about using colors and graphic elements to tell your brand’s story.
Every visual choice shapes the user’s experience and their perception of your identity.
So it’s important to ensure consistency in your color choices and overall harmony, to make everything feel elegant and correct from a graphic design standpoint.
What’s more, a well-thought-out color palette, combined with consistent typography and graphic elements, creates a smooth journey for the user. Visual consistency reinforces brand recognition and makes the experience more memorable.
Finally, having covered the why and the how of the Golden Circle, all that’s left is to present what we actually offer.
Color as a Strategic Tool
In UX/UI, color isn’t a detail — it’s a lever for guiding the user, communicating emotion, and bringing your brand’s visual identity to life. Used well, it turns a simple visit into an immersive, memorable experience.
Jujotte walks us through the 60-30-10 rule, a rule that comes from architecture but transposes perfectly to design.
In architecture, this rule means having 60% of a room’s surface painted in a main color. 30% of the room is covered in a secondary color, often contrasting with the first. Finally, the colors present in the room’s decor make up the last 10% and contribute to the room’s overall harmony.
The translation to UI works like this: the famous 60% is often a neutral color, forming the base for the rest of the interface’s components — black, white, a pastel shade, and so on.
The 30% secondary color is used to highlight certain content or certain features. Finally, the remaining 10% is made up of a third color, which needs to be readable and visible against the first two, often highlighting interactive elements users need to spot easily: sign-up buttons, confirmation buttons, and so on.
This color is also often the one most representative of the overall visual world of the product or service being presented.
Building a Consistent Identity
It all starts with strategic thinking: who are you, and what do you want to convey? Once your values are defined, it’s time for design: logo, typography, colors, iconography. These elements need to live together within a clear, documented set of brand guidelines.
Working with an agency like Mondi Agency guarantees a comprehensive approach: research, design, consistency, and follow-up. It’s a partner capable of building an identity that lasts. But not just that — because a visual identity also needs to evolve.
The market changes, trends shift, your company grows. Updating your visuals doesn’t mean starting from scratch: it means adjusting without losing the essence. That flexibility is the mark of a mature startup that’s aware of its image.
Conclusion
Building a strong visual identity for a startup means blending Swiss rigor with modern creativity. It’s foundational work that goes far beyond design. It’s about building an image that’s clear, striking, impactful, credible, and lasting — one capable of standing the test of time and inspiring trust.
And if you’d like support along the way, Mondi Agency can help you create an image that reflects your values and your ambitions — so don’t wait any longer, get in touch!
Sources
Wikipédia – Identité visuelle
Wikipédia – Style typographique international
EWM Swiss – Éléments de design et crédibilité des PME
Frontiers in Psychology – Influence des couleurs sur la mémoire
Union suisse des arts et métiers
https://jujotte.fr/blog/les-couleurs-dans-lui-la-troisieme-va-vous-etonner
