“How your brand looks and feels.”
Define how your brand looks. Visual identity is more than a logo, it is the system of logos, colours, and typography that gives your brand instant recognition. We cover your logo suite, colour palette, and typography choices, with do's and don'ts you can hand to any designer or freelancer.
Your visual identity is the easiest piece of your brand to get wrong because it is the most visible. Every freelancer, supplier, and platform will touch it. Without clear rules you will end up with 6 different versions of your logo across your website, signage, and Instagram.
Define your logo suite, your colour palette, and your typography system in one place, with explicit usage rules. Anyone you hand it to should be able to apply your brand correctly without having to ask.
Build a logo suite (primary, secondary, submark) with usage rules
Define a colour palette with explicit usage roles
Choose a typography hierarchy that does not overwhelm
Write do's and don'ts so anyone can apply your brand correctly
Work through each prompt below. Take your time, these questions form the foundation of your brand strategy.
Do you have a primary logo, secondary logo, and submark? How is the logo suite used across different contexts (web, print, social, signage)? What are the do's and don'ts for the brand (clear space, minimum size, colour variations, what NOT to do)?
List your primary colours and secondary colours with hex codes. Define how they should be used, which is the dominant brand colour, which is the accent or CTA colour, which is reserved for backgrounds or detail.
Specify your heading font, body font, and any accent font. Define how each is used throughout the brand, weight, size, casing rules. Most brands need only 2 fonts, more than 3 creates noise.
Turn your worksheet answers into a real, usable brand asset. Saves to your private brand book.
Why this matters: a consistent five-colour palette is what makes every future asset look like the same brand.
Why this matters: typography sets tone before the reader has registered a single word.
Your mission statement appears here once you complete Module 1.
See how Create & Grow completed this exact exercise for their own brands.
LOGOS: Primary wordmark, secondary lockup, submark icon (the C&G monogram). COLOURS: Black #000000 (background), Navy #0a2749 (heading background), Teal #00aeae (accent + CTA), Light grey #d9d9d9 (body), White #ffffff (primary text). DO use teal sparingly for emphasis. DON'T use teal as page background. FONTS: Conthrax (display + heading), Roboto (body). Accent: italic Roboto for callouts only.
Here's a taste of the hands-on work you'll do in this module.
Compile your logo suite, colour palette with hex codes, and typography hierarchy into one document. Add do's and don'ts for each element. This is what you hand to every freelancer, designer, or platform from now on.
Track your progress through each activity in this module.
A 1 to 2 page visual identity document covering logo suite, colour palette with hex codes, and typography hierarchy, plus do's and don'ts
A café had one logo, no submark, no rules. Their menus, signage, takeaway cups, and Instagram all looked like different brands. Customers struggled to recognise them across channels.
After this module they introduced a primary logo, a square submark for socials and cups, a tighter colour palette, and a 1-page identity guide. Brand recognition (measured by 'where else have you seen us?' surveys) jumped from 23% to 71% in 6 months.
Answer a few questions to check your understanding of this module.
What does a complete logo suite include?
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