Visual identity
DefinitionBrand & Creativity
Visual identity
The system of visual elements a brand owns - logo, colour, typography, layout, photography style - designed to make it recognisable across every touchpoint. The visible half of distinctive assets; its job is instant identification at a glance and at a distance.
Evidence from the library
Distinctive brand assets are Clear, Consistent and CommunicativePrincipleDifferent researchers use different names - distinctive brand assets, fluent devices, brand codes - for what may be the same long-standing identity principles.WarningShowing a visual brand asset early lifts recognition, saying the brand name lifts it more, and doing both lifts it most.Principlelogo 1.0 vs sonic 2.3Sonic assets and brand characters build distinctiveness more than logos or celebritiesStatDesigning brand assets to work everywhere is what made them stop working anywhereWarning
Source
Marketing Definitions
standard brand identity practice
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