The elements of visual identity

The building blocks of a visual identity creates a cohesive meaning.

• Graphics are drawn or designed pictures. It could be as simple as shapes or more complex, such as logos, icons, illustrations, and animations.
• Typography is the shape or style of the text in your branding.
• Colour is used to identify a brand through a colour scheme, usually not more than three colours, and often specific hues, shades and tints.
• Imagery is the photography and video content, which represent the brand's personality and customers.
• Brand assets are physical objects that contribute to a brand's visual identity.