brand identity
The visible and verbal elements that express a brand, such as logo, colors, typography, imagery and tone.
Definition
Brand identity is the toolkit used to make a brand recognizable and consistent. It includes the logo and its variations, color palette, typefaces, image style, layout principles, naming conventions and the way the brand speaks. It is the outward expression of strategy: a clear position should be reflected in the identity. It differs from brand in the broader sense, which also includes reputation and experiences that the company does not fully control. Test the identity in the places it will actually appear, such as small icons, packaging and mobile screens, before finalizing it.
In a sentence
The new brand identity used a single bold color and a hand-drawn logo.
They documented the identity in a set of guidelines.
