A logo and a color palette alone do not make a brand identity. When designing your identity, you need to create a comprehensive visual language that can be applied to everything from your website to your packaging. Depending on your brand, your needs may be more expansive, but a basic brand identity includes:
- Design System
- Data visualization
- Interactive elements
- Video and motion
- Web design
That said, just because you design these elements doesn’t mean they’re effective. Strong brand identity needs to work for everyone, both your internal team (e.g., brand ambassadors, content creators) and the people who will interact with it (e.g., customers). As you embark on the design process, make sure your brand identity is:
- Distinct: It stands out among competitors and catches your
- Memorable: It makes a visual impact. (Consider Apple: The logo is so memorable they only include the logo—not their name—on their products.)
- Scalable and flexible: It can grow and evolve with the brand.
- Cohesive: Each piece complements the brand identity.
- Easy to apply: It’s intuitive and clear for designers to use.