‘Brand identity’, sometimes known as ‘visual identity’ (or simply ‘VI’), is a broad term used to describe a set of visual and verbal tools employed by a business when designing a brand image. It is also a phrase used to refer to the perceptions generated when these tools have been used together in applications like print or digital design.
For example, the CocaCola brand identity consists of a number of key visual elements such as the memorable red background, white signature script typeface and a unique bottle shape. Individually, these elements are not particularly compelling and will not stand out in the minds of an audience. However, when the elements are used together, these carefully chosen tools conjure a brand image that unmistakably reflects their identity as a business. These elements are created with the deliberate aim of instilling a particular thought or emotion. Over time, these associations become embedded and become memories in the minds of consumers or clients. An effective brand strategy will dig deep into a business to uncover the unique proposition and qualities that make them unique. A business will then build on these traits to define the specific tone or message the brand identity must achieve.
Successful brands develop brand identity systems that are a true and honest reflection of their personality, purpose and beliefs. It is important to emphasise that brand building exercises are strategic in nature and must support the overarching brand message. Brands like Apple, Nike and Google regularly score highly in the various brand index lists as their brand identities have remained true and largely unchanged from their inception. These businesses use brand identity assets to help them communicate their stories. A strong brand identity should achieve longevity — that is not to say some elements will not need tweaks over time, however, the core principles should stand up to both scrutiny and the test of time.
There is no definitive list of brand identity elements, however, some common examples are elements like brand marks, logos or logotypes, typeface or font design, colour palette, copywriting, layout principles, use of photography, animation, iconography and much more. Once created, each element is then carefully balanced and tested next to each other to achieve the desired visual language. The resulting framework often referred to as a brand system, is then collected and displayed in a brand guidelines document to show best practices and give recommendations on how to consistently express the brand. These elements are often compiled differently and the boundaries are being continually pushed to meet audience expectations.
Recent examples of brand identity systems developed by LBD Studio include Halley Stevensons, Max McCance, The Feather Company and Heath Diamonds.
A brand identity is made up of various elements. Some of these are shown below.
A brandmark, logo or logotype is a visual device used to represent a brand, product or service. Often called a logo, this device can take many visual formats, often using letters, shapes and negative space to create a unique design.
A brand system (sometimes called a visual language) is a set of tools, rules and guidance used to create a consistent visual style.
Typeface design (more commonly known as font design) is an area of brand development that focuses on the creation of letterforms to bring character and personality to a brand.
‘Key visuals’ and ‘hero images’ are both visual assets that are used to express important information about a brand. These assets are created to stand out, catch the attention and are often the first branded asset an audience will see.
‘Iconography’ and ‘icon design’ are terms used to refer to small visual devices that communicate information. Similar in purpose to a brandmark or logo, iconography works on a more granular level and as part of a set, rather than as a single standalone element.
Brand guidelines, sometimes referred to as a brand manual, is the documentation used to demonstrate how branded assets should be used.
To build a successful brand identity, we always recommend you first produce a brand strategy. A robust strategy will produce a clear brief to follow during the branding process. This brief will outline the objectives that the collective elements should achieve. For example, during the Halley Stevensons rebrand, it was agreed that the palette needed to be neutral in tone to help communicate the diverse product range. However, it was also important that the natural environment was reflected in this, so an understated set of colours were drawn from the Scottish landscape to help achieve this. Circularity was also an essential message to their business so a looping dynamic was worked into their brand symbol to help communicate that message.
The first step of building a brand identity is to establish visual principles. This is essentially the process of translating the strategy into an expressive format. One key question we ask ourselves at this stage is, ‘how does this idea look, speak or act?’. Once these principles are defined, it gives ample room for the creative work to begin.
When bringing a brand to life, we explore a wide range of creative territories. This helps us to thoroughly test the tone or messages that can be achieved when assembling a brand identity. Inspiration is drawn from a wide range of subjects from architecture and fine art to music and nature. The brand strategy will have also thrown up a number of territories to explore. Not all of these experiments are successful — in fact, most creative experiments fail to stand up to intellectual scrutiny. While it is important to test a wide range of directions to discover what elements work, it is equally important to finding where the system breaks or stops communicating what you intend. It is this approach that results in a robust system that can be flexed across a huge variety of niche executions like branded partnerships, specialist advertising or product innovation.
We work closely with our clients to draw out as much appropriate knowledge from them as possible. While our own research is thorough, client involvement is essential to design something that will work for them day-to-day. As brand consultants, we are often seen as an extension of our client’s leadership teams. We work alongside senior stakeholders to design and test the most appropriate solution for their business. It is important to continually test the message that the visual system communicates. As a business tool, it is vital that every element does its job of communicating the message defined in the strategy. If there is a mismatch or if an element detracts from that core message then it is clear that the system needs a rethink.
If your business would benefit from a fresh approach to brand identity development, please get in touch and we will be happy to advise on the best route forward. We recommend that a strategic audit is undertaken before starting new strategic work to ensure it uses a solid evidence base.
We partner with ambitious businesses to breathe new life into their brands, products and services. If you have a vision for your business, we’d love to hear from you.
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