What Does a Brand Identity Include?

The short answer

A brand identity is the whole visual and verbal system, not just a logo. It has seven parts: logo, colour, type, layout, imagery, motion and voice. Guidelines hold them together so anyone on the team can use the brand without asking a designer.

The seven parts at a glance

• Logo: The mark, the wordmark and how they behave at small sizes
• Colour: A small palette with clear rules for use
• Type: One or two typefaces and a set of text styles
• Layout: Grids and spacing for pages, slides and posts
• Imagery: Illustration, photography and product shots
• Motion: How things move on the site, in the product and in film
• Voice: How the company sounds in headlines and product copy

What you should receive

• Logo files in every format, for light and dark backgrounds.
• Guidelines that show the rules with real examples.
• Templates for the things you make most: decks, social posts and documents.
• Source files your team or next designer can edit.

What it does not include

Positioning is a separate decision that comes first. Identity expresses the positioning; it cannot replace it. See brand identity vs brand positioning.

Related reading: Brand Guidelines: What to Include, Startup Branding Guide

FAQ

Is a logo the same as a brand identity?

No. The logo is one of seven parts.

Do early-stage startups need all seven?

A light version of each is enough at seed: a logo, a few colours, one typeface and simple rules.

How long does a brand identity take?

Our brand projects usually take 4 to 6 weeks.

Need an identity before a raise or launch? Share your date and we will scope it.