Brand identity is the overall visual and emotional representation of a brand, which includes the logo, imagery, letterhead, envelope, social media identity including Facebook, Twitter, Instagram, LinkedIn cover page, and other visual elements that help define and differentiate the brand from its competitors. It encompasses the brand’s personality, values, and attributes, and should be consistent across all touch-point to create a strong and recognizable brand image.
A brand style guide, on the other hand, is a set of guidelines that defines how the brand identity should be used in various applications, such as marketing materials, website design, packaging, social media, and other brand touch points. It outlines specific rules and recommendations for using the brand’s visual and verbal elements, such as the preferred logo usage including vertical and horizontal orientation, logo sizes, color palette, typography, tone of voice, and messaging guidelines. The style guide helps ensure consistency and accuracy in all brand communications and helps maintain the brand’s integrity and equity.
In summary, brand identity is the visual and emotional representation of a brand, while a brand style guide is a set of guidelines that defines how the brand identity should be used in various applications to maintain consistency and accuracy.