The Brand Identity Guide: Everything You Need to Create, Document and Maintain Your Brand
A brand identity is everything a customer can see and hear of your brand: the logo, colours, typefaces, imagery, voice and the rules that tie them together. This guide collects our articles on creating, documenting and maintaining one, in the order you will need them.
Not sure where to start? Read logo versus brand identity first, then follow the steps below.
The short version
- Decide the strategy (see the brand strategy toolkit).
- Choose a name.
- Design the logo and the wider visual system.
- Define how the brand speaks.
- Document it, apply it and keep it consistent.
For the complete walk-through, read how to create a brand identity.
1. Foundations
- How to create a brand identity: the step-by-step process
- Logo versus brand identity: why a logo alone is not a brand
- Brand strategy versus brand identity
2. Name and logo
- How to name a business: a practical naming process
- Logo design brief template: brief a designer properly
3. The visual system
- How to choose brand colours
- How to choose brand fonts
- Brand archetypes: a shorthand for personality
4. The verbal identity
5. Document it
- What to include in brand guidelines
- Brand guidelines examples: what good looks like
- What is a brand book?
6. Keep it consistent
- Brand consistency across channels
- Does your website reflect your brand?: a 10-point audit
- How to run a brand audit
- Brand launch checklist
7. Applying identity in specific sectors
See it in practice
We have built identities for a men's grooming brand, a skincare brand and a healthcare provider. Browse the work:
Working with us
If you would like help building or renewing an identity, see our brand identity agency London page, or book a free brand consultation.
