A brand identity is more than a logo. It is the set of small, repeatable decisions that make a business feel like itself everywhere it appears, from a business card to a checkout page.
Start with the logo suite
A primary mark, a compact version for avatars and favicons and a one-color version for print. Test each at thumbnail size before you approve it.
Define color and type
Pick a core palette with clear roles for background, text and accent, and two typefaces at most. Write down the exact values so everyone uses the same ones.
“Consistency builds recognition, and recognition builds trust.”
Document how it is used
A short guideline covering spacing, tone of voice and imagery keeps the identity consistent long after the project ends.
This week: gather every place your brand appears, line them up side by side and note what does not match.
