What does a brand identity include? A strategy (who you’re for and what you stand for), a logo suite, colour and type, a visual system for imagery and layout, and guidelines that tell your team how to use it all. The logo is the most visible part, and usually the smallest.
The parts, in order
- 01Strategy: audience, positioning, personality and voice. Everything else is judged against it.
- 02Logo suite: primary logo, wordmark, symbol and app icon, in every format you’ll need.
- 03Colour and type: a palette and type system that work on screen and in print, and pass accessibility checks.
- 04Visual system: illustration, icons, photography and layout rules.
- 05Guidelines: a short brand book your team, freelancers and partners can actually follow.
- 06Launch kit: social templates, a deck, business cards, whatever the announcement needs.
What a startup can leave for later
You don’t need a 100-page brand book, a sonic identity or a full merch range on day one. You need a system that covers your site, product, deck and social, and that new people can pick up without asking you. Everything else can grow from it.
When we refreshed Honeycoin’s brand, the new identity had to work in investor decks, enterprise demos, the product and the street. Social engagement rose 40%, users grew 25%, and the company went on to raise $4.9M.
“A brand isn’t finished when the logo is approved. It’s finished when your team can use it without you.”
A full identity usually takes four to eight weeks. If you’re starting one or refreshing what you have, see our brand identity work.
Founder of Rvysion. Has led brand identities for fintech, SaaS, VC and consumer brands, including Honeycoin, Voxtell and Lateral Frontiers.