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.