Brand identity is the consistent system covering every visible and audible element of a brand, from logo and typography to colour palette, packaging and tone of voice. The aim is not aesthetics but recognisability and trust.
An inconsistent identity produces a brand that looks different on every channel and is therefore not remembered. Designs made before the system is built mean starting from zero with each new need, which drives cost up. The guideline is the tool that keeps the identity used correctly by the team and by suppliers.
An inconsistent identity produces a brand that looks different on every channel and is therefore not remembered. Designs made before the system is built mean starting from zero with each new need, which drives cost up. The guideline is the tool that keeps the identity used correctly by the team and by suppliers.
An inconsistent identity produces a brand that looks different on every channel and is therefore not remembered. Designs made before the system is built mean starting from zero with each new need, which drives cost up. The guideline is the tool that keeps the identity used correctly by the team and by suppliers.
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