What is a key visual?
Synonyms
Main visual, Guiding image, Core visual motif
The key visual plays the “key role” in a corporate design: when properly developed, the visual image is associated with the brand at first glance and is therefore regarded as its identifying feature. For a chocolate brand, for example, it is the purple cow, and for a well-known biscuit manufacturer it is the 52 teeth – what matters is that the key visual is not only unique but also reflects the values of the brand in question.