What is brand identity?
A brand identity is the larger, distinct visual look that is associated with a company. When a brand identity really works, you should be able to recognize the brand even if you don’t see the logo. For example, Netflix’s red envelope is a simple yet powerful example of a brand identity.
Many people have heard about the importance of using their logo consistently. But there should be a consistency to elements beyond your logo.
The tricky thing is that while your logo is unfailingly unchangeable, your brand identity must have both consistency and flexibility. Creating a brand identity that is distinct yet varies based on it’s form, is a challenge but can bring big dividends in your brand’s value. The elements that can be part of a full brand identity could be fonts, colors, imagery, and even the voice of the writing.