What Is a Visual Identity and What Should It Include?
The components of a visual identity system, from logo suite to imagery, and how they fit together.
A visual identity is the system of design elements that makes a brand recognisable. People often say "logo" when they mean identity, but the logo is one part of a larger kit.
The core components
- Logo suite: primary logo, secondary lockups, an icon or monogram, and versions for light and dark backgrounds.
- Colour palette: primary and secondary colours with values for screen and print. Our colour guide goes deeper.
- Typography: one or two typefaces and rules for using them. See choosing brand typography.
- Imagery: photography style, illustration or graphic devices.
- Layout principles: spacing, grids and how elements combine.
- Brand guidelines: the document that records it all. See what guidelines should include.
System over symbol
The test of an identity is whether it still looks like you when the logo is covered. A distinctive colour, typeface and layout style do most of the recognition work day to day.
What startups need first
An early-stage company does not need a 100-page system. It needs enough to look consistent across a website, a pitch deck, social profiles and a product interface. Practical extras such as a favicon, email signature and social templates are often more valuable than a fifth logo variation.
Accessibility
Identity decisions have accessibility consequences. Colour contrast in particular should meet the WCAG contrast guidance so text is readable for everyone.
For our shortlist of agencies, see Top 10 Startup Branding Agencies in the UK at https://startupbrandingagency.co.uk/.
