Visual identity
The visual parts of a brand: logo, colour, type, imagery and layout.
A visual identity is the set of visual elements that make a brand recognisable: the logo and mark, colour palette, typography, imagery style, icons and layout patterns. It is one part of a brand identity, which also includes the name, voice and positioning.
A strong visual identity is a system, not a logo: parts that work together at every size, from a favicon to a billboard, and in every place, from a pitch deck to a product screen.
Key characteristics
- Logo, colour, type, imagery, icons and layout.
- Part of the wider brand identity.
- Works as a system across sizes and channels.
- Documented in brand guidelines.
Example
A company keeps its logo but rebuilds its visual identity: a wider colour palette with accessible text colours, one typeface family, and an illustration style for its product pages.
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Frequently asked questions
What is the difference between visual identity and brand identity?
Visual identity is what you see. Brand identity also includes the name, positioning and voice.
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