Beginner level · Module 3: Branding and Logo Basics · Lesson 1 of 3
What Is a Brand Identity?
Understand the parts that make an organisation recognisable.
In this lesson you will
- Distinguish brand, identity and logo
- Define brand personality from a brief
Key concepts
brandvisual identitybrand personalityaudience
The lesson
A brand is how people perceive an organisation. A visual identity is the set of designed elements — logo, colours, type, imagery — that expresses it consistently.
Start from the business: who it serves, what makes it different and how it wants to be seen (for example trustworthy, friendly, modern).
Good identities are simple, consistent and appropriate to the audience, not decorative for its own sake.
Step by step
- Interview the owner or read the brief.
- Write three personality words.
- Describe the audience.
- Collect inspiration ethically.
Practice activity
Write a brand summary for the business.
Expected result: A one-paragraph summary with audience and personality.
Check your understanding
-
Is a logo the same as a brand?
Show answer
No, the logo is one part of the visual identity.
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Where should identity work start?
Show answer
From the business, its audience and how it wants to be seen.
Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.