What Are Brand Identity Elements?

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Brand identity is what makes a brand unique and identifiable. It’s an idea that helps people remember your company, but it can also be the source of confusion or mixed messages when you don’t have one to begin with. Brand identity elements are the most important building blocks for any successful company looking to establish their market position and build trust among consumers.

Brand identity is the set of distinctive features that make a company or product recognizable. Brand identity elements include the logo, slogan, tagline, and color palette. Read more in detail here: brand identity examples.

What Are Brand Identity Elements?

Branding is a difficult task.

It necessitates a thorough understanding of the message you want your company to send out into the world, as well as a thorough understanding of your clients and what you want them to take away from your company.

Establishing brand components is one of the most important aspects of branding, and in this piece, we’ll go over what they are and provide you some examples to get you started.

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What are the components of a brand’s identity?

The distinctive characteristics of your brand, such as your name, logo, color schemes, and so on, that form a unified, identifiable image for your firm and extend into everything you produce are known as brand elements. Branded components can help you differentiate yourself from the competition.

Brand aspects are important since they aid in the creation of a brand identity. Everything about your company, from how you connect with consumers to the editing style for your social media posts to the typeface you use in your YouTube video end screens — everything is dictated by your brand identity.

It’s crucial to have brand aspects for your company since they’re critical to its success, and we’ll go through each category below.

Elements of Brand Identity in Different Forms

1. Manufacturer’s Name

A brand name is a set of words that define your business and what you have to offer to the public, allowing you to stand out from the competition.

It may seem simple to come up with a brand name, but it may carry a lot of weight. “I need a Band-Aid,” for example, if you need to cover a scratch on your arm. The term “Band-Aid” refers to a brand, not to the real product, which is an adhesive bandage. Despite this, the general public refers to Band-Aid as a proper noun.

brand identity elements example: brand name from band-aid

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2. Logo

Because it is one of the most identifiable components of your brand, your company’s logo is crucial to its branding.


If you’re out and about, people will identify you because of your emails, website, and maybe the actual things you offer. While many logos are image-based, such as HubSpot’s Sprocket (seen on the left in the picture below), other firms, such as FedEx, employ words and a brand name as a recognized logo (shown in the image below on the left).

3. Illustrations and graphics

Your brand’s graphics and visual components are tough to describe since they incorporate all of the other brand aspects that distinguish your company. Your logo, for example, is an image that you may use in a marketing email.

When you share photos, the editing style you apply should be consistent across all platforms and mediums. To remain consistent, apply the same effects to your photographs and crop your photos in the same manner.

Sean Garrette, for example, is an esthetician who publishes on Instagram with the same color palette. Garrette’s recognizable brown colour would alert one of his followers if they were browsing through their feed and swiftly past a post without noticing the profile name.

brand identity elements example: graphics and images from sean garrette

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4. Theme Colors

The color scheme you choose for your company is crucial because it influences all of the other visual branding aspects you produce. Your brand color palette, for example, would be included into your logo, marketing materials, graphics, and photographs, among other things.

When we see particular colors together, we know a company has done a good job of designing a color scheme because it instantly stimulates identification in our brain for that brand. Slack, a communication tool, uses the color scheme shown below as its primary brand colors.

brand identity elements example: color scheme from slack

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Slack sticks to the same color palette in all of its marketing materials, including its Instagram postings (shown in the image below).

brand identity elements example: color scheme from slack instagram

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5. Use of typography

The typefaces you employ in all of your company documents are referred to as typography. You want to keep your branding constant so that when consumers see typefaces associated with your brand or business, they can tell it’s from your firm. It’s also simpler to develop corporate material with a consistent design when you have a specific typeface for your company.

Spotify, for example, has a sans-serif typeface that is used consistently across their platform and marketing materials.

brand identity elements example: font from spotify

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6. Voice and Tone

Tone and voice don’t necessarily refer to how your company sounds in audio, but rather how it appears in marketing materials when communicating with consumers. Are you, for example, amusing and amusing? Or do you want a more intellectual and professional approach? Your voice and tone are important brand elements since they assist you communicate a brand personality.

Strive to find a tone and voice that is appropriate for what your company provides and who your target audience is, and include it into all of your company’s communications.

7. Catchphrase, jingle, or slogan

Slogans and jingles are distinct brand aspects that may or may not apply to every organization, but they are a vital part of your branding if utilised. These distinct brand aspects may be employed in marketing materials, advertising, and so forth.

Many slogans and jingles get ingrained in the minds of customers, allowing you to stay top of mind. Here’s a collection of slogans, jingles, and catchphrases from companies you may already know:

  • Goldfish Crackers’ “The Snack That Smiles Back” (a snack food).


    • The coffee business Dunkin’ has a slogan that says “America Runs On Dunkin.”

    brand identity elements example: catchphrase from dunkin donuts

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  • The Subway sandwich restaurant chain’s slogan is “Subway, Eat Fresh.”


  • “800-588-2300, Empire Today,” says Empire Today, a home renovation firm.


  • “Statefarm is there, like a kind neighbor.” State Farm is an insurance firm.

brand identity elements example: catchphrase from statefarm

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  • “Red Robin, Yum,” says Red Robin, a restaurant franchise.



In conclusion, your many brand pieces all work together to make your brand stand out. Consider what you provide, spend time getting to know your clients, and start creating to give your company a distinct style.

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A brand identity is the set of characteristics that make up a company’s or product’s image. Brand identity elements are the visual cues that help to create and maintain a brand. The 6 most important elements are: logo, tagline, color palette, fonts and typefaces, design style and logo size. Reference: 6 brand elements.

Frequently Asked Questions

What are the 4 elements of brand identity?

A: The 4 elements of brand identity are color, logo, slogan and tagline.
Color is the first thing that people notice when they see your product or service
Logo captures attention in an appealing way with a unique design Slogan appeals to emotions such as happiness and laughter while tagline communicates what you do best Brand image contains everything from physical appearance like a website to packaging

What are the 6 brand elements?

1. технология which is a high-tech process or product;
2. бренд which is an established brand name featuring trademarked colors and symbols, usually with the companys logo printed on its products;
3. искусство which refers to artistry in creation of objects, such as paintings and sculptures;
4. файлы are digital images/files that are created electronically for storage purposes (examples include photographs, videos);
5. руль this word can refer both to a steering wheel found on cars or airplanes as well as any type of control stick used when playing games like air hockey or darts)

What are the five elements of branding?

A: Branding is all about the discerning of product and service differentiation. It is a method of communicating with the audience on behalf of an organization through its brand identity, which includes logos and taglines that communicate quality or values in order to influence purchase decisions.
The five elements of branding are as follows: 1) logo 2) tagline 3) color 4) design 5) structure

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