Definition
The visible part of the brand: symbol, logotype, color palette, typography, graphics, icons and photography style — organized as a system.
In practice
Visual identity without a system is a logo with colors that change every post. With a system, the business card, Instagram and packaging look like the same company.
Visual identity & brand book
Logo, palette, typography, graphics and the manual that gets your team and suppliers using it right.
Related terms
Keep reading
What we learn by doing.
What is branding — and why your company needs it before advertising
Branding is not a logo. It's the reason someone chooses you — and remembers.
Brand book: what brand guidelines must include to actually get used
Brand guidelines nobody opens are an expensive PDF. These are the chapters that get it consulted.
7 brand mistakes small companies make (and how to fix them without redoing everything)
Most brand problems don't need a rebrand. They need rules.
Let's talk
Ready to amplify your brand?
Tell us what you need. Within one business day you'll get a direction — and, if it makes sense, a proposal.