Branding Beyond Your Logo

March 6, 2023

Your brand is your identity - it's who you are holistically and how your audience feels when they interact with your brand (Marty Neumeier). Visually, it’s more than just a logo, it's the entire tangible depiction of your brand represented through elements like colour, typography, illustrations, imagery, and style. Your brand's visual identity is crucial for more reasons than merely maintaining a unified aesthetic. It involves developing a visual language that communicates your brand's narrative.

Nevertheless, developing a brand that stands out and draws your audience in can be difficult.

This is where the foundations of a brand strategy can help. For your visual identity to be in line with your overall business strategy and goals, you must have a brand plan. This guarantees that your visual identity is consistent and powerful across all media.

The benefits of brand strategy go beyond just having a consistent look and feel. It helps you develop a clear understanding of your brand's values, goals, and target audience. By doing so, you can create a brand that resonates with your audience and stands out in a crowded market. A well-defined brand strategy can help you build brand loyalty, attract the right customers, and drive business growth.

After establishing the significance of brand strategy, let's examine the advantages of additional visual identity components besides the logo.


Your brand's typography is a critical visual element that conveys your brand's personality and message.  A uniform and polished appearance can be produced with the use of consistent typography.However, it's essential to select fonts that align with your brand's personality and message. Typography can help you connect with your audience by evoking emotions.

Once the right typography is selected, it should be consistent across all communications, including the website, social media, and print materials.

Colour Palette

The colour scheme chosen for your brand's visual identity impacts how your audience perceives your brand. Colours also evoke emotions, define your brand's tone, and establish a visual link with your audience. A carefully chosen colour palette can give your brand a distinctive and memorable look.

The right palette for you is one that aligns with your brand's values and message. Using colour psychology, it is important to develop a colour scheme that appeals to yourtarget market and strengthens the message of your brand.


Another visual component that aids in forging bonds with your audience is imagery.Everything from secondary illustrations and icons to photography and pictures should be consistent with your brand's personality and values.


It's crucial to develop a comprehensive visual brand identity that combines each of these components. Developing a brand that is holistic and all-encompassing ensures that it is not only consistent and cohesive but also effective and powerful across all channels.


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