Logo vs Key Visual

12 Comments

What exactly is the difference between a logo and a key visual?

The key visual is not directly a part of logo design, but under certain conditions, it is a very effective add-on to the logo. The key visual is an image motif that is used in campaigns in order to enhance brand recognition. Often, the key visual is more strongly associated with the brand than the logo itself, so the development of a key visual can be very important. The key visual should be easily and quickly grasped.

At the stage of logo design, you should already contemplate which key visual could be used in combination with it.

Again, you should pay attention to the following aspects:

  • The key visual should be simple and understandable.
  • It should be unique and unmistakable.
  • It should be usable across different media.
  • It should address the feelings of the target group.

Analyze the competitors’ key visuals, but don’t design a copy of them – create something new and improved!

 

Find out about how you can diversify your client base and start earning money on jovoto – join the community today.

 

Take a look at some great examples of logo’s + key visuals:

Michelin

Logo:

michelin logo - logo vs key visual

Key visual: the Michelin man

michelin man

 

With projects ranging from packaging design and communication concepts to product innovation and service design. – sign up today and get access to creative briefs from global brands and NGOs.

 

Milka

Logo:

Milka Logo

Key visual: the famous Milka cow

 

Mercedes-Benz

Logo:

Mercedes-Benz Logo - Log vs Key Visual

Key visual for the Berlin Fashion Week:

Key visual for the Berlin Fashion Week- Logo vs Key Visual

So there we have it, we hope this post has been helpful for jovoto creatives and for those of you not on the jovoto platform yet.

At jovoto, we create opportunities and reward great ideas, you get to work for great brands and collaborate with a community of professional creatives. Find out more and sign up for free today.

ABOUT THE AUTHOR
Jeroen van Boxtel
Jeroen van Boxtel

Jeroen von Boxtel is a Community Manager at jovoto.

Tags

12 Comments

    Thx Jeroen for mentioning this. Perhaps you should put a link to this blog under the Fairtrade briefing, so that it´s read by the people concerned… ;o)

    This is a really helpful!!!
    Thanks a lot Jeroen!!!
    Very clear!!!
    🙂

    Thank you ! By jovoto we all learn so much !

    Always helping – sometimes thing need to have a visual and not just words.

    just to clarify, in some cases you showed a company mascot. this is not necessarily considered the key visual, although they certainly can and do overlap.

    ah.. i know the difference now. Thanks author. 🙂

    Fabulous, Great way to tell some’one about key visual. Thanks author… 🙂

    Thank you so much this information has been for helpful. Great stuff

    Thanks for the Blogposts about Keyvisuals. I think sometimes the keyvisual is a little bit more abstract. Like the milka cow….is it the cow or is it to color animals in purple? For example: in this video 8https://www.youtube.com/watch?v=2K-LERd8yaE) the keyvisual was the yellow lines. Is that right? i mean the yellow lines have no explicit form…the appear in different forms. But is it a key visual,too?

    Hey Rafael, for the video you shared i would say the key visual is the phone that’s in almost every frame of the video and not the yellow stripes. Remember that a Key Visual is an image motif that’s used to enhance brand awareness. In the case of the Milka Cow I think it’s more than just the cow, the key visual is the whole image you see the cow in with the mountains and background included, that can be described as the key visual.

    Thanks for the Blogposts about Keyvisuals. I think sometimes the keyvisual is a little bit more abstract. Like the milka cow….is it the cow or is it to color animals in purple? For example: in this video 8https://www.youtube.com/watch?v=2K-LERd8yaE) the keyvisual was the yellow lines. Is that right? i mean the yellow lines have no explicit form…the appear in different forms. But is it a key visual,too?

    just to clarify, in some cases you showed a company mascot. this is not necessarily considered the key visual, although they certainly can and do overlap.

newsletter
Follow 70k creatives and receive our monthly boost of creativity. Directly in your inbox.