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Design & CreativityVisual Identity

Visual Identity

Visual identity is the set of visual elements that represent a brand — logo, typography, colour, and their rules of use.

Elements of Visual Identity

  • Wordmark — brand name as logotype (e.g., Google, FedEx)
  • Lettermark — initials only (e.g., IBM, HBO)
  • Symbol / Pictorial mark — icon only (e.g., Apple, Twitter)
  • Combination mark — symbol + wordmark
  • Emblem — text inside a shape (e.g., Starbucks)

Logo files needed: SVG (master), PNG (screen use), white and black variants.

Typography

Every brand should define:

  • Primary typeface — used for headlines and prominent text
  • Secondary typeface — body text, UI
  • Type scale — defined sizes (e.g., 12 / 14 / 16 / 20 / 24 / 32 / 48px)

Colour System

Primary Colour     →  brand signature
Secondary Colours  →  support and variety
Neutral Colours    →  text, backgrounds, dividers
Semantic Colours   →  success (green), error (red), warning (amber), info (blue)

Colour contrast must meet WCAG AA minimum:

  • Normal text: 4.5:1 contrast ratio
  • Large text: 3:1 contrast ratio

Brand Guidelines Document

A complete brand guidelines document includes:

  1. Brand story and values
  2. Logo usage (do’s and don’ts, clear space, minimum size)
  3. Colour palette with hex / RGB / CMYK codes
  4. Typography specifications
  5. Photography and illustration style
  6. Application examples (business card, letterhead, social media)

References

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