The logo is a graphical original mark that presents and identifies the company or its products. Logos are meant to represent the values of the brand and say something about its purpose and identity and have a design that attracts the target audience.

Typography refers to the fonts you use in all business materials you create. You want to remain consistent, so your branding is cohesive and so that if people see fonts related to your brand or business, they can recognize that it’s from your company. Having a set font for your business also makes it easier to create business content with a cohesive look.

The colors of your visual identity are very important since they influence people’s perception of your brand. Different colors can make people feel certain ways, so it’s essential to understand how color psychology works when choosing them. For example, blue is associated with calmness and relaxation, while red represents strong emotions such as love, passion, and anger.

Visual elements such as shapes, icons, and illustrations are important stylistic tools that visually represent your brand. They improve user experience on your website, highlight important content in your marketing materials or add a personal touch to your brand. All these visual elements contribute to your brand’s overall identity and ensure consistency across all platforms.

Brand guidelines, also known as a brand style guide, govern the composition, design, and general look-and-feel of a company’s branding. Brand guidelines can dictate the content of a logo, blog, website, advertisement, and similar marketing collateral.