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Definition

What Is Brand Identity?

The collection of visual and verbal elements — logo, colours, typography, messaging — that express a brand's personality and differentiate it from competitors.

Related Terms

Brand Guidelines

Logo

Tone of Voice

Visual Hierarchy

Positioning

Example

A fintech startup's brand identity includes a geometric logo, a deep-blue colour palette, and a confident-yet-approachable tone of voice.

Synonyms:

Visual identity, Brand system

Acronyms:

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