What brand identity is, and what a complete one contains.
Brand identity is the set of visible and verbal signals that make a business recognizable: the name, the logo, the colours, the type, the imagery and the voice. This guide explains each part, how identity differs from a logo, and when an identity needs refreshing.
- Brand identity is how a business presents itself. The brand is what people think of it.
- A logo is one part of an identity, alongside colour, type, imagery, voice and rules for using them.
- A good identity is consistent, simple to apply and written down in guidelines.
6 min readPublished By Domeq Solutions
What is brand identity?
Brand identity is everything a business deliberately does to look and sound like itself: its name, logo, colours, typefaces, imagery, tone of voice and the rules that hold them together. It is the visible and audible side of the business.
It is easy to confuse with the brand itself. The brand is the reputation, the picture that forms in the minds of customers. The identity is what you control, and it is the main way you shape that picture.
Identity is what you present. The brand is what people remember.
How do brand, branding and identity differ?
These three words are used loosely, and mixing them up leads to muddled briefs. A short comparison keeps them apart.
Brand, branding and brand identity compared.
| Aspect | Brand | Branding | Brand identity |
|---|---|---|---|
| What it is | The perception people hold | The work of shaping that perception | The assets and rules used to present the business |
| Who controls it | Customers, in the end | The business and its partners | The business and its designers |
| Example | 'They are reliable and clear' | Positioning, naming, strategy | Logo, colours, type, voice |
What are the parts of a brand identity?
A complete identity covers more than a logo. Each part has a job, and the parts work best when they are designed together.
Eight parts of a complete brand identity.
- Name
- What the business is called. It should be easy to say, spell and remember.
- Logo
- The mark and wordmark, with versions for light and dark backgrounds and for small sizes.
- Colour palette
- A small set of colours with set uses, so the brand looks the same everywhere.
- Typography
- The typefaces for headings and text, with sizes and spacing that keep things readable.
- Imagery
- The style of photographs, illustrations and icons that fit the brand.
- Voice
- How the brand sounds in words: formal or friendly, brief or detailed.
- Layouts and templates
- Ready-made formats for documents, posts and presentations.
- Guidelines
- The document that records all of the above and how to apply it.
Looking for another term? Browse the full glossary.
Why does a consistent identity matter?
People recognize what they see repeatedly. When the logo, colours and tone match across the website, social posts, invoices and packaging, the business looks organized and dependable. When they differ from place to place, it looks unfinished.
A clear identity also saves time. Designers, writers and printers can all work from the same guidelines, so each new piece does not need new decisions.
What a consistent identity gives a business.
Recognition
Customers know you at a glance, on a screen or on a shelf.
Trust
Care in the details suggests care in the work.
Speed
Guidelines let anyone produce on-brand work without starting from nothing.
Focus
Clear choices about what the brand is also say what it is not.
How is a brand identity made?
A good identity starts with thinking, not drawing. The designer needs to know the business, its customers and its competitors before choosing a colour. The steps below show a typical order.
Five steps from brief to guidelines.
Brief and research
Set out the business, its audience and its aims. A strong brief saves rounds of revisions, see how to write a branding brief.
Positioning
Decide what the brand stands for and how it differs from others in its field.
Concepts
Explore directions for the logo, colour, type and voice, and choose one.
Refinement
Develop the chosen direction into a full set of assets and test them in real uses.
Guidelines and handover
Record the rules and hand over files in the formats the business needs.
When does an identity need a refresh?
Identities do not need constant change, but some situations call for one. If the business has grown into something its identity no longer describes, or if it looks different in each place it appears, it is time to look again.
Six signs an identity needs attention.
- The logo is unclear at small sizes or on dark backgrounds
- The business offers things the identity does not suggest
- Different team members use different colours and fonts
- The look of the website and the social profiles do not match
- The identity looks like a competitor's
- There are no written guidelines to follow
A refresh can be a few corrections or a full redesign. Start by naming which signs apply.
Two myths about brand identity.
A brand identity is just a logo.
The logo is one part. Colour, type, imagery, voice and guidelines decide how the brand feels everywhere else.
Only large companies need one.
Any business that wants to be recognized and trusted benefits. A small identity applied consistently beats a large one applied inconsistently.
How does Domeq approach brand identity?
Domeq's Branding & Visual Identity work connects the identity to the website and the marketing it will be used in, so the pieces fit from the start. The identity is also carried into UI/UX Design and Graphic Design. Clients own the work and assets after full payment.
If you are starting from a blank page, prepare a brief first, then get in touch through the contact page.
Questions, answered.
What is brand identity in simple words?
It is how a business looks and sounds: its name, logo, colours, type, images and tone of voice, plus the rules for using them. It is the part of the brand that the business controls.
What is the difference between a logo and a brand identity?
A logo is one element. A brand identity includes the logo along with colour, typography, imagery, voice, templates and guidelines that decide how everything looks together.
What are brand guidelines?
A document that records how to use the identity: logo versions and spacing, colours, typefaces, imagery style, tone of voice and examples. It lets anyone produce consistent work.
How long does it take to create a brand identity?
It depends on the scope. A logo and basic palette take less time than a full identity with guidelines and templates. The time needed for research and approvals also varies by business.
Do startups need a brand identity?
Yes, a simple one. A clear name, logo, palette and voice help a new business look credible from day one, and they can grow as the business does.
Who owns the brand identity after it is designed?
At Domeq, clients own the work and assets after full payment. Agree this in writing with any designer before work starts.
Keep reading.
More guides on the same topic, and on the ones around it.
- How to Define Your Brand Voice: A Step-by-Step MethodHow to define your brand voice in five steps: gather real examples, choose traits, write do and don't rules, test them and turn them into a one-page guide.Branding & Visual Identity
- How to Write a Branding Brief: A Template You Can Use TodayA branding brief template: ten questions to answer, what to gather and the mistakes that make briefs fail. Use it before you brief a designer.Branding & Visual Identity
- Seven Website Design Myths That Cost Businesses EnquiriesSeven website design myths that cost businesses enquiries, from 'make the logo bigger' to 'people don't scroll', with what to do instead.UI/UX Design
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