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Jamie Cox

Brand Identity: What It Is and How It Rocks in the Real World

May 19, 2023
Written By:
Jamie Cox

You know you need a logo, but that's easier said than done! Today, we're sharing what goes into building a brand identity, from the logo and color palette to typography and illustrations. Consider this your guide to unlocking the secrets behind crafting a brand that's unforgettable, irresistible, and totally delightful. So, let's dive right in and answer that burning question: What is brand identity anyway?

The Essence of Brand Identity: More Than Meets the Eye

Brand identity is like a secret sauce that sets your business apart from the hundreds and thousands of bland, soulless masses out there. Your brand identity is a visual representation of your brand's personality. It's the way you visually and emotionally communicate who you are, what you stand for, and why your target audience should fall head over heels for you.

The Logo: Your Visual Ambassador

A logo is probably the first (if not the only) thing you think of when you think of a brand identity system—and rightfully so! Think of your logo as your business's VIP pass to the party of recognition. A logo should be simple, memorable, and have a variety of formatting options so you can use it anywhere—big and small! 

Colors That Speak Louder Than Words

Colors have power. They evoke emotions, spark memories, and give your brand its distinctive flair. Think of the bold red and white of Coca-Cola or the vibrant rainbow of Google—these colors are memorable and recognizable, unique to each brands. When you choose your palette with your brand's personality and ethos in mind, your brand will shine! If you're building a luxury brand, think luxury colors—blacks, neutrals, and deep, rich colors. If you're building a fun and energetic brand, go bright, bold, and unexpected.

Typography: The Silent Communicator

Fonts may seem like innocent little letters, but they bring a ton of personality to your look. From the sleek, minimalist sans-serif of Apple to the playful, curly script of Coca-Cola, typography is an integral part of your brand's voice. It helps you convey tone to your audience and draw attention to key phrases without extra words and fluff. As with colors, your chosen typeface should represent your brand ethos. For luxury brands, think minimalist typefaces with simple serifs that feel strong and stable. For fun and energetic brands, choose something with movement and flow.

Shape Up: The Art of Visual Identity

Shapes, forms, and, illustrations play a pivotal role in your brand's identity system. They help you convey complex ideas and allow you to add visual interest to anything you create. When it comes to creating interesting visual content and marketing materials, your logo can only take you so far. Without supplemental illustrations and assets, you're brand may fall flat.

The Power of Imagery: Photography and Illustration

It's true what they say—a picture is worth a thousand words. Photography helps you show, not tell, your audience what it is you do and offer. When choosing photography, think about what the end result of your product or service is and show that. Building a financial firm? Show the life people can live if they invest wisely. Developing software that makes work-from-home life easier? Show beautiful spaces that take your audience to a place of work/life zen.

Building a killer brand identity system requires a delicate balance of visual elements, a dash of creativity, and a whole lot of strategic vision. From logos to colors, typography to imagery, and everything in between, these elements work together to create a brand that resonates with your audience and keeps them coming back for more.

Build a brand backed by strategic vision with Strange Salt! Strange Salt is a creative collective offering brand strategy, brand identity, and messaging services for small businesses and start-ups. Send us a message to get started.

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Written By

Jamie Cox

Jamie is a brand strategist and designer based in Nashville, TN. She founded Strange Salt in 2021 as a way to bring the creative powerhouses in her life together to create amazing things.

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