Brand identity is the combination of a brand’s logo, colour palette, typefaces, visual language and usage rules. The aim is for the brand to be recognised the same way everywhere, from the shop sign and menu to Instagram and the website.
A logo is only one part of brand identity. Without consistent colours and typefaces, even the best logo looks different in every channel and the brand doesn’t stick.
Brand identity is usually documented in a brand guide, which keeps the brand speaking the same language even when the agency or team changes.
EXAMPLE
A café’s brand identity: the logo, two main colours, the typefaces used on the menu and social media, the photo style and packaging design.
PRACTICAL TIPS
- 01Stick to 2–3 main colours and 2 typefaces at most.
- 02Prepare horizontal, vertical and single-colour versions of the logo.
- 03Gather the rules in a brand guide.