Glossary

What is brand identity?

Brand identity is everything you can see and hear from a brand: the logo, colors, typography, imagery, and tone of voice.

Why it matters

Identity is the part of a brand a company controls. A clear identity makes every touchpoint, from the website to an invoice, feel like it comes from the same place.

Example

A law firm’s identity includes its wordmark, a navy and white palette, one serif typeface, and rules for using them on stationery and signage.