What does a brand identity include?

Brand identity is often confused with the logo. The logo is the most visible part of the identity, but on its own it is just a mark. The identity is the set of rules that decides how that mark sits on a business card, a sign, a vehicle, a pack and a screen.

What is in it?

A minimal identity covers the logo and its versions (horizontal, vertical, single colour), the colour palette and its values, the typefaces and their hierarchy, the clear space around the logo and its minimum size. On top of that, depending on what the brand needs, come business cards, letterhead, email signature, social media templates, packaging and signage.

Why the guidelines matter

All of this is gathered in a brand guide. The guide makes sure the brand is used correctly when its designer is not in the room: the printer learns which blue to print and the social team learns which typeface to use. The 16-page guide we prepared for Sherpa covers use of the mark, colour and typography; on larger projects the guide runs from packaging to signage.

How long does it take?

What sets the timeline is decisions, not design. If the direction is clear and one person decides, the work moves quickly. If several partners have to approve, the longest step is the wait between presentations. Settling who decides at the start affects the calendar more than the design does.

Ask for these at handover

Vector master files, PNGs on a transparent background, colour values (separately for screen, print and spot colour), typeface licence details and the guide itself. With these in hand you can continue the brand with another designer, which is the whole point of an identity project.