Day 5 of 7

Building a Brand Identity

Logos, colour, typography, taglines, and voice — the five building blocks of how a brand looks and sounds.

Key Terms

Logo
A visual symbol or wordmark that identifies a brand. Must be simple and scalable across all platforms.
Colour Psychology
The study of how different colours affect human behaviour and emotions in branding.
Tagline
A short memorable phrase that captures the brand's promise and core values.
Brand Voice
The personality a brand shows through its language, tone, and written communication style.

The Anatomy of Visual Identity

Visual identity is more than just a logo. It's the total sum of how a person perceives your brand through their eyes. Consistency is the secret weapon of world-class brands.

"A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is." Consistency ensures that they are all telling the same story.

The Logo & Typography Rules

A great logo follows the rule of Simplicity. If it can't be recognized in black and white or scaled down to the size of a postage stamp, it's too complex.

  • Serif fonts feel traditional and trustworthy (e.g., Times New Roman).
  • Sans-serif fonts feel modern and clean (e.g., Helvetica).
  • Consistency: Most brands stick to 2, or at most 3, fonts total.

Video Recap Slides

Slide 1 Slide 2 Slide 3 Slide 4 Slide 5 Slide 6 Slide 7

Video Lesson: Visual Identity

Watch This First

Complete the video to unlock the mastery quiz. Focus on the distinction between fonts and the psychology of colors.

12:45 Minute Lesson

Day 5 Mastery Quiz

Test your mastery. Answers are automatically checked for keywords.

1. What is the most important rule of a good logo design?

2. Besides colour, what other version must every good logo work in?

3. What three types of colours make up a typical brand colour palette?

4. What is the study of how colours affect human behaviour called?

5. What type of font feels traditional and formal, with decorative strokes?

6. What type of font feels clean and modern, without decorative strokes?

7. What is a short memorable phrase that captures a brand's promise?

8. What is the personality a brand shows through written communication?

9. How many fonts should a brand use consistently across materials?

10. What one word describes using same colours, fonts, and voice everywhere?

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