Identity is the visual and verbal expression of a brand. An identity supports, expresses, communicates, synthesizes
and visualizes your brand. It is a distinctive professional image that represents your business.

Brand awareness and recognition are facilitated by a visual identity—shape, color, content. Through repeated exposure, these symbols become recognizable. Your logo is the point of entry to your brand.

An identity will:

• Express the kind of organization you are

• Connect your company to images and ideas

• Build equity over time

• Provide consistency

To translate your vision into a tangible expression, your identity must be:

• Memorable and appropriate

• Immediately recognizable

• Clear and consistent

• Scalable

• Works both in black and white and in color

Your identity must be coherent. It must be experienced the same whether it is online, in print or elsewhere by:

• Look and feel: use of colors, typeface and formats

• Voice: a consistent message across all marketing tools.

• Unification: must be unified across all products.

• Standards: a high and consistent level of quality.

• Clarity and simplicity: make it easy to understand.