The document discusses the importance of visual identity in building a successful brand. It identifies the key elements of a brand's visual identity as its logo graphic, color use, typefaces, and visual library. It provides guidance on establishing consistency across these elements to reinforce the brand and ensure it is easily recognizable.

1. The TOP 5 Aspects of a Successful Brand
03 Message
01 Relevance
05 Consistency
02 Audience
04 Visual
Identity
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

2. 04: VISUAL IDENTITY
People attribute personality to services
and products based on their appearance
and how they interact.
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library
- Photos
- Illustrations
26
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

3. 04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
TRY IT!
Can you identify the following
RETAIL CHAINS based on a part
of their logo graphic…
• Color Use
• Typefaces
• Visual Library
- Photos
- Illustrations
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

4. 04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
Keeping your logo graphic from
being distorted enhances its
ability to be recognized
quickly and easily.
• Color Use
• Typefaces
• Visual Library
- Photos
- Illustrations
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

5. 04: VISUAL IDENTITY Protect your brand
from an early demise…
Don’t mess with the logo.
The
Stretched The
Low
or
Squished The
Tilted The
Re-colored The
Retyped Resolution
logo logo logo logo logo
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

6. 04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
• Color Use
TRY IT!
Match these restaurants
with their brand colors…
Pizza Hut Chili’s
IHOP Dunkin Donuts
KFC Burger King
Starbucks Taco Bell
• Typefaces
• Visual Library
- Photos
- Illustrations
30
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

7. 04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
• Color Use
Using your organization’s
color palette reinforces your
established brand
• Typefaces
• Visual Library
- Photos
- Illustrations
31
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

8. Serif Ex: Times, Georgia
• Most easily read typefaces
04: VISUAL IDENTITY • Good for use in paragraph text
• 12-14pt (14pt is ideal for older
audiences).
Elements of a Brand Identity:
• Logo Graphic Sans-Serif Ex: Arial, Trebuchet, Verdana
• Color Use • Great to show contrast for
headlines, subheads and
call-out text.
• Typefaces • Usually used 2pt larger than
paragraph text.
Establish a consistent set of
typefaces (fonts) that you use
in your materials… and stick Display Ex: Trajan, Papyrus, Comic Sans
with them! • Good for conveying a theme
• Mostly used sparingly for
headlines, where they can be
• Visual Library displayed at 18pts or larger.
• Always test for readability!
- Photos
- Illustrations
Script Ex: Mistral, Holly
• Can be VERY difficult to read.
• Not for paragraph text.
• Alternate idea: Use italicized
versions of traditional fonts.
32
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

9. Photos:
04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library
Compile a library of stock images
and photos that you have taken
on your own. Reuse illustrations
and icons across your materials.
Illustrations:
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.