A visual identity that lasts: how to build a brand identity that works

A visual identity is a system, not a logo. It should answer how the brand looks in every encounter: on the web, in social feeds, on packaging, in a pitch and on a roll-up. Identities that get abandoned almost always do so because they were built for a presentation, not for everyday use.

The parts an identity needs

• A logo with variants. Primary, secondary and a smallest version that works tiny, in one colour and on a dark background.
• A colour system. Few colours with clear roles: base, accent and functional colours. Not a palette of ten equally strong hues.
• Typography. One typeface for headlines and one for body copy is often enough. More important than the number are the rules for how they're used.
• Imagery. What kind of photo and film belongs to the brand? Light, tone, cropping. This is the part most often missing — and the one that makes the biggest difference in the feed.
• Voice and tone. How does the brand sound when it writes? Without that part, all content drifts, no matter how good the logo is.

The test: does the identity survive a week in the real world?

Before an identity is finished we test it against real surfaces: an Instagram post, an ad, a quote document, a package. Does it look like the same brand everywhere without a designer having to step in? Then the system holds.

Common mistakes

• Building for the presentation. The identity looks fantastic in a document but falls apart in the first newsletter.
• Too many rules. If nobody can be bothered to follow the manual, it won't be used. Better few rules that always hold.
• Forgetting motion. Brands live in video today. An identity that doesn't answer how moving material looks is not complete.

Frequently asked questions

Do we need to redo everything from scratch?

Rarely. There's usually value in the existing identity worth keeping and sharpening. We always start by taking stock of what works.

What's included when you create a visual identity?

It depends on where you are. Tell us about your situation and we'll propose a scope with clear contents and pricing before we start.

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See what it looks like in practice among our work, or start a branding project.