Brand identity is the set of visual and verbal elements that distinguish a brand. It includes the logo, color palette, typography, imagery style, tone of voice, and the way all of these are applied across packaging, websites, advertising, and storefronts. A strong identity is recognizable at a glance. You know a Coca-Cola bottle by its shape. You know a Nike ad by its photography and type. You know an Apple product page by its white space and restraint.

Identity is not the same as brand. The brand is what people think and feel about a company. Identity is the set of tools a company uses to shape those perceptions. A brand identity system usually comes with guidelines that specify how the logo may be used, which colors are approved, and how the tone of voice should sound. Consistency matters. When identity elements are applied inconsistently, the brand feels fragmented and less trustworthy.

Core elements

• Logo and wordmark.
• Color palette and typography.
• Imagery and illustration style.
• Tone of voice and messaging.

Identity systems evolve. Companies refresh their look every decade or so to stay relevant. The best redesigns keep the recognizable core while updating the details.