What is identity in simple words: components of corporate identity

You can sell in gray courier bags or milk cartons if you have an exclusive product, but this is rare. Most often, everything is different: you bake cakes, teach English courses or deliver plastic windows, and the same is done by IP Peter, IP Pavel and a dozen other companies within a three-block radius. And it’s your cream made with farm-made butter without dyes, and after training, students freely discuss “post-structuralism and post-colonial discourse in Shakespearean tragedies.” But the client looks first of all not at the meanings, but at the appearance. According to Amra and Elma LLC: Visual Branding Psychology Statistics 2025, 93% of consumers admit that they make decisions with their eyes. The visual appeal of the brand is a key selection factor.

This is identity. It’s like a capsule from a stylist, things seem to be ordinary, from the mass market, but they are chosen so that the person looks like a movie star. Identity is the logo, colors, fonts, packaging and other little things that make the brand recognizable. Everyone bakes Napoleon and Red Velvet, but if you have a branded package that will be photographed and posted on social networks, a beautiful backing, a card with a logo and wishes from the pastry chef, handwritten, your cake turns into an event. Let's break the eggs, mix the cream and cook a masterpiece with Veonix.

What is identity

Identity (or corporate identity, corporate ID, brand ID, whichever is more convenient) is the visual image of a brand. The better it is developed, the less the company needs to be recognized. For example, Coca-Cola is identified only by the silhouette of a branded glass bottle without “shoulders” in front of the neck. And any bitten apple is associated with Apple.

Example of corporate identity for premium coffee shop "Coffee"

Why do you need an identity?

Among similar proposals, yours seems to be in the spotlight: this is what a well-developed brand identity gives. Here's exactly what you'll get:

1. Confession. A branded box with a ribbon, a souvenir and a personal postcard for the recipient with warm words will fly into stories and be remembered.

2. Detachment from competitors. There are a huge number of English courses, but they will choose the one who looks and speaks the language of their audience.

3. Trust. “I don’t know why, but I want to go to this clinic” is not an accident, but a carefully thought out visual.

4. Saving on advertising. When a brand is recognized by its footprints in the sand, the budget is spent not on telling the story of the company, but on promoting new products.

5. The feeling of being “one among our own”. Look at Yabloko, they are not buying gadgets, but a pass to an environment where outsiders are not allowed to enter.

In a separate article we described what brand identity will work. For now, let's get down to specifics.

Basic elements of identity

The three pillars on which a corporate identity is built are the name, logo and color scheme. You'll find them in everything the company creates: products, packaging, social media posts, and video subtitles. But there are more elements themselves, let’s list them and tell you the importance of each.

Title

Whatever you name the yacht, that’s how it will float—true at all times. The name should be simple, understandable and such that it is not embarrassing to say it out loud. At the same time, check how it looks in Latin so that there are no incidents when creating the site. Old, old meme from chats:

— Vipishka — are you baking or baking?

- I’m a viipishka!

Logo

McDonald's "M", Starbucks' siren, Sber's checkmark do not need any introduction, you immediately know what brand we are talking about. The logo is perhaps the main embodiment of your visual style: it is placed everywhere, on products, in commercial offers, on billboards along the route. Ideally, it should remain relevant in 10-20-50 years; large-scale rebranding is not always successful. For example, the Nickelodeon TV channel in 2009 decided to change the logo in the form of an orange blot with white letters to a simple inscription, but in 2023 they returned the blot - viewers loved it. And in 2024, the Jaguar automaker removed the branded “Jaguar” and showed an advertisement without a single car in the frame - the result was criticism and a drop in sales to a record low.

Graphics and images

The first meeting with the brand happens in a split second: a fleeting glance is enough to pass by and stop. Burger King, for example, has written down four principles (“appetizing”, “bold and big”, “playful”, “real”) and implements them even on social networks: burgers and fries look so that it seems that the photo has a smell and taste.

Icons

These are the smallest elements of identity, which are also important in the brand image. Icons in applications and on the website, in infographics should be the same, in this case they will work for recognition and emphasize the corporate style.

Color palette

Colors shape the mood of a brand more than words. Red - energy and passion, blue - trust, green - ecology, black - status. Tiffany = signature blue, Sber = green, Milka = purple. The color palette should be consistent across all media and take into account accessibility (WCAG 2): to ensure that the site and materials are readable for people with visual impairments.

Brand voice

The tone of voice is also part of the identity. For example, Aviasales posts and push notifications sound like they are a joke from a friend, and not a dry message from the service. This style has made the brand recognizable and loved on social networks: the audience expects not only discounts on tickets, but also a new witty comment. The brand voice may vary depending on the channel: for Gen Z - jokes and emojis, for an adult audience - more straightforward and calmer.

Typography

A font is the tone of voice on paper and on the screen. Serifs add solidity, while sans serif letters look modern and light. As a rule, two fonts are enough: one is the main one, the other is an accent one.

Slogan or jingle

A short phrase or melody can stick in your memory even more than a logo. “Always Coca-Cola”, “Freshness of life with Mentos”, “Red Bull gives you wings” - just tell me you didn’t sing it. Now jingles are not in fashion, but who knows, maybe you will set a new trend.

Types of identity

For quite a long time, brands chose a static identity: as a rule, these were one or two versions of the logo, for example, on a light and dark background, and strict rules “do not turn over, do not stretch, do not change.” This approach has its advantages: it is easy to work according to clear rules, there are no sudden changes, the client always finds out, but there are also disadvantages: there is not enough space for an upgrade, elements may become outdated, seem lifeless, too “corporate”. Therefore, now, when the world is changing faster than a designer can open Figma, brands must be flexible, maintain recognition, but at the same time adapt to contexts and events. This is how a dynamic identity emerged. It is used, for example, by Nike: it retains the logo in the form of a swoosh, but allows it to be displayed in any form, even from a stylized basketball basket. Another example: Warner Bros., the company since 1923 has been adapting the logo splash screen to the character of the film: In “The Polar Express” the logo is covered with icicles, in “Harry Potter” it looks dark gray, as if with scale, and in “The Matrix” it becomes digital.

Small changes like this have a wow effect. Just as fans are waiting for a new collection drop, the audience is waiting for what will surprise them this time. Each update sparks discussions, people share visuals on social networks, make memes, and the brand spreads itself. It’s easier for teams to create unexpected collaborations and adapt their style to different venues. But the main elements of your corporate identity must remain recognizable, otherwise clients will quickly lose sight of you.

Stages of identity development

All stages of identity development from getting to know the brand to launch.

Let's tell you where we start brand identity development and what the business gets in the final.

1. Collection of information. You fill out the brief, after which we agree on the time of the interview, discuss goals, objectives, deadlines and budget, and sign an agreement.

2. Business analysis. We study the niche, competitors and target audience, determine advantages and growth points. We form the base on which the style will rest.

3. Concept. We brainstorm and prepare several ideas. We choose the direction that best reflects the character of the company.

4. Design development. We create a logo, palette, fonts, graphics and collect them into a single system. We show you the options and together with you we find the best one.

5. Testing. We check how graphic elements look on media - from business cards to smartphone screens. We make adjustments so that everything works equally well.

6. Presentation. We collect the finished identity into a brand book: rules of use, color codes, fonts and examples of application. We give everything away in the form of a guidebook and layouts.

7. Final. We agree on the result, help bring the identity to life: print products, update the website and social networks.

The company receives a turnkey brand image and rules for the use of elements specified in the brand book.

Examples of successful identity

In addition to Coca-Cola, Starbucks and Apple, there are other brands with a smartly built ecosystem. For example, although MTS changed the “egg” to a square, it retained its signature red and three capital letters. As a result, the rebranding did not break the association: the brand remained instantly recognizable.

Yandex updated its identity in 2021: a new font appeared - bold, slightly flattened, and a brand name - the letter “I” in a red circle. This graphic element has become the main symbol, which is easily scaled and looks equally good on a smartphone screen and on the Lavka courier’s bag. The new style emphasizes the modernity of the company and combines dozens of services into one ecosystem.

Wildberries actually went all-in and made color the main element. The signature purple has become such a strong marker that even without a logo, the palette itself evokes an association with the marketplace.

Identity trends

In 2025, neural networks reign: it’s interesting that they are in two trends at once. The first is generative design, Midjourney and its analogues create masterpieces in minutes that even win art competitions. AI is a game changer for business and gives those who use it a head start.

But from here comes the opposite trend: deliberately imperfect / human touch. These are handwritten fonts, logos that seem to be drawn by hand, visuals in the form of sketches on napkins, everything that helps to return to a time when news of economic turmoil, crises and natural disasters were perceived simply as an excuse to chat with a neighbor.

In addition, in 2025 the following are relevant:

• instead of universal global strategies, adaptation to the sales region;

• monochrome solutions - one color and its light and dark variations;

• personalization - like names on Cola bottles;

• just for fun - funny prints and slogans get the most reposts;

• minimalism - pure forms, a minimum of elements, a lot of air between them;

• tactility in the digital space – brands use shadows and visual effects to imitate real-life sensations.

How to create an identity yourself

It’s true that you can develop an identity yourself, but keep in mind that it’s like cutting your own hair. In principle, it’s possible, but you’ll have to deal with the results later. If this is a sketch for a startup or you just want to toy with different hypotheses, here's what you can do:

1. Name and logo - use name generators and logo makers. Neural networks are well suited here.

2. Colors - take a palette of 2-3 colors and test how they look on the website, business card and social networks. Services like Colors help here.

3. Fonts - limit yourself to two: main and accent. Google Fonts to the rescue.

4. Icons and graphics - you can assemble a set in Figma or take ready-made libraries.

5. Brand voice - write a couple of posts on social networks the way you will communicate with the audience, check the reaction. This will be your tone of voice.

Important: the identity must be cohesive. Even if you make it yourself, check that all elements, from the Telegram avatar to the sticker on the box, are from the same universe. And when the business grows, order a redesign from a pro, it’s not a shame, everyone has done it a hundred times.

Mistakes when creating an identity

1. Logo Frankenstein. They take a picture from the Internet, crop it in Paint, add horns and hooves and think that this is a brand sign. Honestly, it’s better to generate it in DALL-E.

2. Colorful colors. Blue on the website, green on Instagram, red on the business card. As a result, the brand looks like someone else’s wedding - maybe beautiful, but there are no common points.

3. A hodgepodge of fonts. When one landing page uses three and one more bonus for emphasis. It's not serious.

4. I don't have my own voice. On social networks they write as Aviasales, in the commercial proposal - only legal officialdom. More like a split personality.

5. No brand book. There is an identity, but it is not recorded anywhere, as a result, employees and contractors do as they see fit.

If in doubt, choose one color and its shades and the simplest possible logo, or even a black square. Minimalism always looks better than “I wore all the best things at once.”

Identity in the digital age

Now the brand lives on screens, which means that the logo should look equally good in an application icon and on a huge billboard, and the colors should be readable on an old smartphone and on an OLED panel. The identity now interacts with a person, Google launches Doodle and changes the logo every time for an event - from the Olympics to Pac-Man Day. Yandex has also been playing with a dynamic identity for a long time: for Vysotsky’s birthday, the logo became musical, for the New Year it turned into a piano. Even little things work, for example, the hover effect of a button, microanimation in the interface, the design of stories or a set of branded stickers in Telegram. But this does not mean that we should forget about offline: the logo on a business card, office design, packaging or courier uniform remain just as important. The better your identity is built, the easier it is for a person to perceive you as a single, integral image.

Guideline and its importance

You have an identity that you are delighted with - great, but this is not enough. You need a set of rules by which the team and external contractors will work. This is a guideline: a document that sets out how to use corporate identity elements. It specifies the logo and its acceptable variants, corporate colors with exact codes, fonts, icons, and layout examples. Thanks to this, the identity does not fall apart, but works the same on any medium.

There is also a wider format - a brand book. In addition to the visual, it describes the mission, values, tone of voice, portrait of the audience and even communication scenarios. If a guideline is needed to ensure that no one spoils the corporate style, then a brand book helps a company present itself in one key on any platform.

Development cost

The cost depends on the scope of work and the degree of elaboration of the initial data.

If the client does not have clear wishes and wants to “look at options,” the price is higher: the team will have to offer several concepts and allow time for improvements. In such cases, they usually charge a tariff with unlimited iterations.

If the task is simpler - for example, you need a neat rebranding without radical changes, or the customer already has a sketch and description of the future style - the final bill will be less.

Essentially, the price consists of two things: how many experiments you have to do and how deeply you need to develop the concept from scratch. Write to us: we will help you not to spend too much and will do everything you need to make your brand recognized and heard.