What is Brand Identity and Why it Matters
Brand identity is the foundation of how a business presents itself to the world. It strongly affects
how audiences perceive and connect with the brand. Unlike branding, which encompasses the
broader strategy and emotional impact of a brand, or a logo, which is a single visual element, a
brand identity includes all of the tangible, visual elements of that brand. This includes
components like color palettes, typography, imagery, and tone of voice. A well-crafted brand
identity ensures visual consistency across all mediums, which is essential for building
recognition and trust.
Understanding the Brand Before Designing
Before designing a brand identity, it is important to thoroughly understand the brand’s mission,
values, voice, and target audience. This crucial research ensures that every visual element
aligns with the brand’s purpose and speaks directly to its intended audience. By gathering
insights during a discovery phase, a designer can then create a mood board or visual reference
that captures the desired tone and aesthetic of the brand in a visual way. Understanding a
brand is a step that not only helps guide creative direction, but it also ensures that the final
identity is authentic, strategic, and resonant.
Design a Memorable Logo
Designing a memorable logo is a critical step in establishing a strong brand identity, and it
should reflect three key principles: relevance, scalability, and uniqueness. A relevant design that
ties back to the brand, what they stand for, and what they do, will make it easier for audiences
to recognize and recall. Scalability ensures that the logo looks clear and professional at any
size, from business cards to billboards. Uniqueness helps the brand stand out within their
industry, so it’s best to avoid generic visuals or ones that do not relate to the brand. Effective
logos typically include multiple elements—like wordmarks (text-based logos), an icon or a
symbol, and multiple layout variations (like horizontal or stacked)—allowing flexibility across
different platforms.
Creative Assets
Creative assets such as a color palette, typography, imagery, and icons or patterns play a vital
role in reinforcing a brand’s identity. These elements can enhance visual cohesion across all
mediums, and the elements should work together to communicate the brand’s personality and
values. A well-chosen color palette can evoke specific moods or associations, while consistent
typography ensures readability and tone. Imagery and custom icons or patterns add depth and
uniqueness, helping to tell the brand’s story in a visual way. When used consistently, these
assets strengthen brand recognition and create a more engaging and trusting experience
between the audience and brand.
