Brand Aid, 2nd Edition

7

brand identity system and standards

When most people think about a brand’s identity, they usually think about the name, the logo, and maybe the tagline. But the identity consists of so much more than that: It includes typestyles, colors, symbols, attitude and personality, brand voice and visual style, sounds and other mnemonic devices, characters and other spokespeople, product design, package design, and the list could go on and on. The most powerful brands have a consistent brand voice and visual style from product design and packaging to retail environment and external communication.

Companies such as Procter & Gamble have always practiced the traditional model of brand management. These companies manage a large portfolio of stand-alone ...