12 maart 2020 7 min

Why would you develop a visual identity for your event?

Tjeerd Leendertse

In this blog, you’ll read:

  • The difference between branding and visual identity
  • Why visual identity is becoming increasingly important
  • What parts make up a visual identity
  • Which channels you can use to develop your visual identity

What is the difference between branding and visual identity?

There’s a lot of confusion surrounding these terms. Visual identity is often confused with branding - and vice versa - but there is a clear difference. The visual identity has a finishing line, whereas branding doesn’t. Branding is the ongoing triggering of a gut feeling; an association with a brand. Visual identity is the ‘visual DNA’ of an event; the elements that are visible to your visitors. Coming up with, designing and developing a visual identity is a job you can finish, but branding is not.

Why develop a visual identity?

A visual identity ensures recognition, trust and authority among your visitors. The ideal goal is that your visual identity will be recognisable during every stage of the customer journey, even without the message being read. Besides the recognition, trust and authority there’s one more reason to develop a visual identity for your event: Digitalisation.

Not in the mood to cook? Order takeaway. Looking for true love? Swipe right. Want to read a paper? Grab your tablet. Online ticket sales are increasing, which has loads of advantages. It’s safer, easier and visitors don’t have to go all the way to the box office to get their tickets; they can order their tickets in just a few clicks. However, there’s one big disadvantage to this… there’s no more need for physical contact.

Why is this a disadvantage? The most important form of communication, body language, doesn’t work if there is no physical presence. By not seeing each other for real, body language is rendered useless. All the signals that are commonly shown through body language, now need to be communicated through your visual identity.

What elements make up a visual identity?

Your visual identity needs to convey the signals that your body language would otherwise communicate. But what elements make up your visual identity?

Visual identity covers a whole spectrum of things, but in this blog, we’ll cover three:

  1. Colour
  2. Tone of Voice
  3. Font


Colour speaks volumes. Take the colour blue, for instance. Lots of companies and institutions (such as the Dutch government) use blue to convey a sense of trust, reliability and clear communication.

Or take the colour red, which stands for passion, a hint of danger and love. It’s not for nothing that the Tinder logo is a shade of red. Subconsciously, your brain will make the association with love and eroticism. The fact that Tinder is mainly concerned with the latter is beside the point.

If you would like to know more about colours and their meaning, you can click here.

Tone of Voice

Tone of voice isn’t about what you say, but how you say it. Coolblue is the perfect example of how you develop a tone of voice. Not only brands have a tone of voice, but you yourself also have one. If you’re texting, you use punctuation, emoticons and other stylistic devices to get your point across.

If you consider the above when determining your tone of voice, there are a few questions you can ask yourself. What’s your event’s character? If you were to perceive your event as a human, what behaviour would it show? What would this person speak like?


The font is an element to keep in mind as an extension of your tone of voice. It might not be the first thing you consider when it comes to your visual identity, but fonts can completely change the message.

What channels can you use to communicate your tone of voice?

Social media is crucial when it comes to communicating your visual identity. Below, we’ll show you some of the most important social media channels to showcase your visual identity.


When you organise an event, we always recommend creating an event on Facebook as well.

Want to read another story later? Read the intro to ‘Grow Faster with Facebook’!

Since pretty much everyone uses Facebook, it’s an easy channel to promote your event and to make your brand stronger. Create a page, manage it and give your page and (future) events colour!


Over the last few years, Instagram has been busy taking ground in the world of social media. Where Facebook is the static big brother, Instagram is a lot more flexible - including for your visual identity. As such you can create your own GIF’s (which stimulates user-generated content) and announce your line-up with Instagram Music. The Stories function also has a bunch of interesting features.


Even though Snapchat is mainly popular among young people, it has an important feature when it comes to your visual identity; geofilters. Geofilters are filters that are bound to a particular location, which you can use to strengthen your brand.


TikTok is the new kid on the block and is spreading like wildfire. As with Snapchat, TikTok lets you film yourself and set your footage to a (popular) song. You’ll go viral quickest on TikTok, and be least affected by algorithms. You could create an account today, post a video tonight and have been viewed a million times by tomorrow.

EVENTIX TIP: Consistent visual identity

Drench all your channels with a consistent visual identity. If you use a different colour, tone of voice and font on different channels, this will cause confusion and make your brand unstable. Whereas you want to achieve precisely the opposite effect.

Direct Mailing

Mails? Do people still use them? Yes!
Direct mailing is an important channel, especially when physical contact has ceased to be a factor. By using direct mailing you can give your visitors space to communicate with you one-on-one. Besides this, you can shape the design of your mails using most mailing tools. If you want to know more about direct mailing we have a series of blogs called ‘Grow Faster with Direct Mailing’ just waiting to be read.


In the list of channels, this is definitely the hardest to develop and maintain. Despite this, it deserves an honourable mention when it comes to your visual identity since your website is yours to design in its entirety. Furthermore, it also allows you to do all sorts of neat tracking using the Facebook Pixel.


This may not be the first channel that you think about. Spotify is primarily a channel for streaming music. Nonetheless, Spotify has a few tools to help you develop your visual identity, such as playlists around your event and creating an artist profile on Spotify.

Good luck and enjoy the ride!

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Author image

Tjeerd Leendertse

Content Marketeer

Writes about ticketing, experiences and marketing. Believes in the power of language and beautiful words (and puns). Is going to write another book someday.