Elements
Elements are the basic ingredients of a visual identity. Now, a logo is NOT a brand, but it is necessary. Elements are comprised of the logo, color palette, and typographic treatments.
So a logo is NOT a brand, neither is a color palette, and a typeface certainly isn't one either. But these are important parts of a brand.
A logo is NOT
a Brand.
In a perfect world, every element would reinforce brand personality. By choosing colors, font, and shapes that align with specific archetypal traits, a brand can communicate its identity more effectively.
The visual identity is an opportunity to communicate with the audience. And it affects them on a subconscious level. It is the ability to influence the emotions of others without ever saying a word. That is power.
Visual Identity
These elements are necessary for consistency and memorability. So we do not need to introduce ourselves to the customer over and over and over and over again.
