Visual identity: a system, not just a logo

A brand appears on a website, an Instagram post, a vehicle, an invoice. If each touchpoint is designed separately, the brand looks different every time. A visual identity exists precisely to avoid that.

What a complete identity includes

• The logo and its versions: horizontal, vertical, monochrome, small size.
• A colour palette with exact codes (CMYK, RGB, HEX).
• One or two typefaces and their hierarchy.
• Rules for photography, icons and layouts.
• Examples applied to real touchpoints.

Brand guidelines as a working tool

Guidelines shouldn’t sit in a folder. They should let an external designer, a printer or the internal team produce the right asset without asking for everything again.

An identity is judged on its hundredth asset, not its first.

Think digital from the start

A logo must stay legible as a favicon and a profile picture; a colour must work on screen as well as in print. Motion, vertical formats and social media templates are now part of the identity.