BRAND IDENTITY DESIGN

Brand identity is the collection of all elements that a company creates to portray the right image to its consumer. Brand identity is different from “brand image” and “branding,” even though these terms are sometimes treated as interchangeable. The term branding refers to the marketing practice of actively shaping a distinctive brand. Brand is the perception of the company in the eyes of the world.

Finally, you need to make sure you look the part. You save up your money to buy the new Adidas shoes everyone covets. You get a new haircut. You try out for (and join) the basketball team. Those tangible elements—the shoes, the haircut, the team membership—that’s brand identity. Your brand identity is what makes you instantly recognisable to your customers. Your audience will associate your brand identity with your product or service, and that identity is what forges the connection between you and your customers, builds customer loyalty, and determines how your customers will perceive your brand.

I PROVIDE A RANGE

An identity is a brand’s set of visual elements.

A subset of a brand is the brand identity (also called corporate identity or identity system). The key word is identity. Just like with people, checking an ID proves you’re you and not somebody else. The tangible elements you can see when a company communicates with you make up its identity design:

Logo, colours, fonts, icons, letterhead, business cards, envelopes, websites, packaging, uniforms, office aesthetics, social media, email blasts, signage, messaging.

A brand style guide is a document that records this identity. It keeps everyone on the right track, using the right fonts, colours, and more.

BRANDING PROJECT: AIM EVENTS