A strong brand identity isn’t just a logo. It’s a system of visual and verbal elements that work together to create recognition, trust, and emotional connection. Here’s our checklist for building one that lasts.
Visual foundations
Start with your color palette. We recommend a maximum of 5 colors: a primary, a secondary, an accent, and two neutrals. Test them at different sizes and in both light and dark contexts. Your accent color should pass WCAG AA contrast against both white and dark backgrounds.
Typography system
Choose two fonts maximum. A display font for headlines and a body font for everything else. Define a clear type scale (we use a 1.25 ratio) with specific weights for each use case. Document everything — which weight for headings, which for body, which for captions.
Voice and tone
Your brand voice is consistent; your tone adapts to context. Define 3-4 voice attributes (e.g., «confident, helpful, direct, occasionally playful») and show examples of how they apply in different situations: error messages, success states, marketing copy, and support responses.
Application rules
Document how your identity elements are applied: minimum logo sizes, clear space requirements, forbidden modifications, and specific use cases for each color in your palette. A good brand guide prevents inconsistency before it starts.