The foundation: who are you?
Before design comes the idea: brand values, personality, audience and what sets you apart. Design that doesn't reflect this looks nice but doesn't persuade.
The elements that make up an identity
The logo and its versions, colors, typography, imagery and icon style, and tone of voice, all gathered in a usage guide anyone can apply.
Applications are the real test
Business cards, signage, company profiles, social templates and print. A good identity works as strongly on a phone screen as on a roadside sign.
Key takeaways
- Start with the idea and values before drawing
- Ask for a brand usage guide
- Test the identity on real applications
- Stay consistent at every touchpoint