Contents
- What is identity?
- Why is identity needed?
- Elements of identity
- Types of identity
- Carriers of identity
What is identity?
Identity (from the English "identica") is a collection of characteristics that make a brand or product easily recognizable. This important tool shapes the image of the company in the eyes of consumers and allows it to stand out against competitors. Achieving this effect is possible through the use of various elements, such as:
- Visual: logos, brand colors, fonts, and so on;
- Verbal: slogans, tone of communication with customers;
- Audiovisual: specific music and sounds used in advertising.
The logo is the main visual element of identity that allows users to instantly identify the brand, even without seeing its name. Identity is often confused with corporate style; however, it is worth noting that identity encompasses a broader range, including but not limited to visual aspects.
Why is identity needed?
Identity serves several key functions:
- Transmits core values and ideas of the brand;
- Increases company recognition;
- Creates distinctions between competitors;
- Affects emotional connection with the audience and enhances loyalty;
- Facilitates the effectiveness of advertising campaigns and increases sales.
For example, using bright colors in food identity can attract consumer attention and create a desire to try a new product, while dark or neutral shades can evoke associations with reliability and business style. However, it is important to remember that identity is primarily necessary for large companies, while smaller establishments can limit themselves to developing individual elements of corporate style.
Elements of identity
The main visual components of identity include:
- Color palette: it is important to consider the associations that each color evokes. For example, red can symbolize boldness and danger, while blue can represent calmness and reliability.
- Fonts: sans-serif fonts are suitable for dynamic companies, while decorative fonts can be used for creative brands.
- Logo: can be created based on direct associations or more complex analogies.
- Mascots: characters that become symbols of the brand and help increase its recognition.
In addition to visual elements, identity includes verbal and auditory components that help identify the brand through words and sounds, such as slogans and brand jingles.
Types of identity
There are two main types of identity: classic and dynamic.
Classic identity
Classic identity includes pre-established rules and methods, as well as a clear set of elements adapted to specific communication channels. In this case, guidelines are used—instructions for applying corporate style.
Dynamic identity
Dynamic identity, on the other hand, includes elements that can be adapted to various tasks while maintaining the overall concept of the brand. For example, Google's doodles are unique graphic solutions that change based on holidays and events but still maintain brand identity.
Carriers of identity
The visual elements of identity are placed on various carriers—material and digital objects. The main carriers of identity include:
- Product packaging and labels;
- Printed products: business cards, menus, catalogs, and brochures;
- Business documentation: branded letterheads, contracts, and letters;
- Promotional products: pens, notebooks, and mugs;
- Uniforms: clothing with corporate symbols;
- Interiors: office decoration in corporate colors;
- Digital carriers: websites and social media pages.
Each brand chooses its carriers based on the specifics of the business and target audience, allowing for the effective application of identity elements in various contexts.