Great brand identities connect visually and viscerally with consumers, delivering the core essence of the brands’ unique promise, and use the following elements:
LOGO – should deliver an aspirational modifier to the brand name. It should be something different than the brand name if the word has a literal meaning.
TYPOGRAPHY - grounds the brand identity in simple brand truths. E.g. Authenticity, trust and speed.
COLOUR - cuts through the clutter and gives breakthrough at point of service/purchase and can add memorability to the brand identity if implented well.
