Visual identity
Visual identity is the set of graphic elements and rules that make a brand recognisable
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It can include the logo, colours, typefaces, photography, illustration, layout and motion. Its design should respond to the strategy and work across different media. Consistency does not require rigidity: a system can allow variations while keeping common traits.
Topics
Variants and linked concepts
- Brand mark. The brand mark is the visual identifier of a brand. It can combine name and symbol according to the rules of the system.
Frequently asked questions about Visual identity
How do you check whether a visual identity works outside a presentation?
Test it in the media and situations where it will be used: a small screen, an information-heavy document or an application shared with other brands. The review should look at recognition, legibility and consistency, not just ideal compositions. Include real content and difficult cases from the start; an identity that only works in tightly controlled examples leaves important decisions unresolved.
Can you keep brand colors and still design accessible interfaces?
Yes, if suitable combinations and uses are defined. A color can work as an accent yet be insufficient for text on a particular background. That is why each combination should be checked and variants planned for the uses that need them. The contrast exception that WCAG allows for logos does not extend to all interface text, nor does it make the entire palette accessible.
Who should decide on exceptions to a visual identity?
There should be a shared criterion and clear responsibility for approving them. When a medium requires an adaptation, record the problem, the solution and the traits that are preserved. If the same exception keeps recurring, it may reveal a gap in the system and deserves to be built into its rules. Resolving each case in isolation makes it harder to maintain a recognizable identity as its applications grow.