What is a brand identity?

Brand identity is the visible elements of a brand, that together identify and distinguish the brand in the consumers’ mind.

Examples of visible elements:

– Logo

– Colours

– Typography

– Images


The purpose of a logo is identification.

A good logo is simple, memorable, versatile and appropriate.


There are psychological ties to different colours, and using branding colours and logo colours strategically can have a severe impact on how your audience perceives your brand.

Do not choose a colour because of personal preference. Choose a colour that will attract your ideal client.


Typography refers to the font (or typeface) you choose for your branding materials. It’s essential to select logo fonts and brand fonts wisely because every font has its personality. 

You want to choose two main fonts to use consistently throughout your branding materials. 

There are four main types of typography:

  • Serif 
  • Sans-serif
  • Script 
  • Display


The images you choose should correctly represent what the brand stands for and who you are. Different images styles give off different feelings. Should the photos be light, colourful? Dark and mysterious? Use natural light or studio lights? 

Choose an image style and be consistent. Use the same filters and have the images convey the same feeling.  

Get yourself a strong, consistent, and attractive brand identity.

By making persona(s) of your ideal client, you can make a brand identity tailored to the client’s personality, wants and needs. 

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