Visual identity, brand identity and brand guidelines explained

Why the words get mixed up

We often use several terms side by side for much the same thing. Agencies often have their own vocabulary. And in small organisations, one person usually handles everything, so nobody needs to name the difference.

That works until you outsource something, someone new starts or you want to refresh your brand. Then it turns out everyone means something different. A shared vocabulary prevents misunderstandings and duplicated work.

It also helps in conversations with agencies and printers. If you ask for a new visual identity, your agency knows whether you only want a new logo or also new colours, typefaces and visual language. And whether your brand identity stays the same or is reviewed too.

Brand identity: who you are

Brand identity is the foundation. It’s about what you stand for: your mission, your vision, your core values and the way you treat people. Your tone of voice belongs here too, because how you speak says a lot about who you are.

A brand identity isn’t visible as a single file. You see it in choices. A foundation that wants to be accessible chooses everyday words and a calm design. A technical company that values precision shows it in clean lines and clear language.

Visual identity: how you look

Visual identity is the visual translation of your brand identity. Think of the elements people see straight away:

• Logo. With all variants, such as horizontal, stacked, white and a standalone icon.
• Colours. With the codes for screen and print.
• Typefaces. For headings, body text and situations where your own typeface isn’t available.
• Visual language. The kind of photos, illustrations and icons that suit you.
• Layout. Fixed elements such as frames, lines or a fixed position for the logo.

Brand guidelines and brand manual: the agreements

So a visual identity is a toolbox. It contains everything you need to look recognisable. But a toolbox alone doesn’t tell you how to use the tools. For that you need agreements.

Brand guidelines, style guide and brand manual are almost the same in practice. It’s the document or place where you record the agreements. What’s the minimum size of the logo? Which colour do you use for buttons? Do you address people formally or informally?

The difference from the visual identity is that guidelines explain how to use the elements. A logo without agreements gets stretched, recoloured and placed on a busy photo. A brand manual usually brings everything together: the brand identity, the visual identity, the rules and the files themselves.

A design system is an extension used mainly for websites and apps. It also includes buttons, forms and text styles, so designers and developers work with the same building blocks.

How to make it practical

Choose one word for the whole within your organisation and use it everywhere. For example ‘brand manual’, or ‘brand guidelines’ if that’s what your team is used to. In the manual itself, briefly explain which parts it contains.

Put the brand identity first. People who understand why your brand looks the way it does make fewer mistakes. Then come the visual identity, the rules and the downloadable files, in one place that’s easy to find.

In MarkBase, brand identity, visual identity and files sit together in one online brand manual. That’s also where you record your mission, core values and tone of voice, and you can create a PDF version if someone needs one.