What Does a Brand Identity Include?

Every brand needs three core elements as a basic identity: logo, color palette, and typography. These form the foundation of your visual communication toolkit.
If you create a wider variety of content or plan to expand, you may design additional elements, including photography, illustration, iconography, and data visualization to express your brand across different mediums and applications.
When building a brand identity, you’re essentially creating a toolbox of visual and verbal elements that help you communicate effectively across all touchpoints. Start with the core elements and build out additional components as your content needs grow and evolve. This systematic approach helps maintain brand integrity, whether you’re creating a website, social media content, or sales materials.