Saturday, June 2, 2018

Brand Identity Elements

When most people speak about brand identity, they are speaking about the brand's visual identity. I will cover all of the components of a visual identity system later in this blog post. But first let's define brand identity. A brand's identity system is comprised of all the visual, auditory, kinesthetic, olfactory and gustatory elements that are designed to identify the brand. 

Here is an example of each:

  • Visual: McDonald's arches
  • Auditory: Harley-Davidson's engine sound
  • Kinesthetic: The unique feel of Apple's products
  • Olfactory: Cinnabon's cinnamon scent
  • Gustatory: Grey Poupon mustard's unique flavor

Within a visual identity system, these are the most important elements:
  • Shapes, symbols and icons
  • Fonts and typography
  • Primary and secondary colors
  • Signature/logo lockup
  • Name
  • Tagline

Other elements of identity systems include visual blocking, brand voice and visual style, characters and spokespeople. More ephemeral elements of a brand's identity system include the brand's archetype and personality. 

Together, all of these elements help identify a brand and help it stand out from its competitors. 

1 comment:

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