What is brand identity?
The visual and verbal expression of your brand: logo, colour palette, typography, tone of voice and style.
More details
Brand identity is what people see and hear when they come into contact with your brand. A consistent identity builds recognition and trust. It is made up of visual elements (logo, colours, fonts, photography style) and verbal elements (name, tagline, tone of voice). The identity has to fit your positioning.
For example…
In July 2014, Airbnb replaced its identity with the ‘Bélo’: a single shape combining an A, a map pin and a heart, designed by DesignStudio. The design brief stated explicitly that anyone had to be able to draw it — through Create Airbnb, users could make their own version. The reception was mixed: within hours, mocking reinterpretations were circulating. Even so, Airbnb stuck with the mark, which is now recognised worldwide. An identity is not judged on its launch week.
Source: designweek.co.ukRelated terms