More than a logo
Visual identity is everything that makes your organisation look like itself. The mark on your letterhead, the colours on your website, the typeface that carries your words. Your logo is part of that system, but it’s only the beginning.
What visual identity includes
Logo design
Your logo is the cornerstone of your visual identity. It might be a wordmark, where your organisation's name is set in a carefully chosen typeface. It might be a symbol or icon that works alongside or independently of your name. In some cases, a brand needs a logo system with variations to suit different executions and formats.
Colour palette
Primary and secondary colours that reflect your brand's personality and work consistently across print and digital.
Typography
A type system that creates clarity and hierarchy across all your communications, on screen and in print.
Design system
The rules and guidance that hold everything together, so anyone creating communications for your organisation does so with confidence and consistency.
Icons and illustrations
Supporting visual elements that extend your brand's language, add personality, and aid comprehension across a wider range of contexts.
Why visual identity is important
Your audiences form an impression of your organisation before they engage with your work. A strong visual identity shapes that impression on your terms. It builds trust, signals credibility, and gives your communities a reason to take you seriously.
