A brand identity is more than a logo

When people build a new brand or refresh an old one, most of the conversation revolves around the logo. But customers recognise a brand because its colours, typefaces, photography and language repeat the same way everywhere.

What an identity system covers

The logo and its rules, primary and secondary colours, headline and body typefaces, photography and illustration style, icons and tone of voice. Together these form a system, so your team doesn’t have to rethink every new design from scratch.

Why you need brand guidelines

The people applying your identity change over time: new staff, other agencies, printers and suppliers. Guidelines explain the rules, and the reasons behind them, to everyone in the same way. Good guidelines don’t have to be long; clear examples of right and wrong use are often enough.

Consistency builds trust

A customer who sees one colour on your website, another typeface on social media and a different logo on your business card may not consciously notice. But they’ll come away feeling the brand is less careful and less trustworthy. For businesses selling to corporate clients, consistency directly affects buying decisions.

When to refresh

If your business has grown, your services have changed or your identity is applied differently in different places, it may be time. A refresh doesn’t have to mean starting over; often the right move is to keep the recognisable elements and tidy up the system around them.