Brand identity is the collection of verbal and visual elements an organization uses to express and identify its brand. Common elements include the name, logo, color palette, typography, imagery, graphic style, voice, tone, messaging, taglines, and design standards.
A complete identity system also defines how those elements should be used across websites, advertising, social media, presentations, signage, packaging, sales materials, and other customer touchpoints.
Identity should be an expression of the underlying brand strategy. Choosing colors and designing a logo without first understanding positioning, audience, personality, and differentiation can produce attractive design that communicates little strategic meaning.
See What is branding? and brand vs. logo. Webolutions’ branding process connects identity development to the larger market position the organization wants to establish.
