{"id":3039,"date":"2025-08-29T19:00:00","date_gmt":"2025-08-29T19:00:00","guid":{"rendered":"http:\/\/www.coclea.org\/?p=3039"},"modified":"2025-09-03T15:51:58","modified_gmt":"2025-09-03T15:51:58","slug":"what-are-brand-identity-elements-a-marketing-pro-dives-in","status":"publish","type":"post","link":"http:\/\/www.coclea.org\/index.php\/2025\/08\/29\/what-are-brand-identity-elements-a-marketing-pro-dives-in\/","title":{"rendered":"What are brand identity elements? A marketing pro dives in"},"content":{"rendered":"<p>Picture the Starbucks siren logo. Now picture it in bright HubSpot orange. How <em>wrong<\/em> does that feel to you?<\/p>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=814dd420-0d49-40e0-b59c-f01066e186c1&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img loading=\"lazy\" decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important;width: auto !important;max-width: 100% !important;border-width: 0px;margin: 0 auto;margin-top: 20px;margin-bottom: 20px\" alt=\"Free Kit: How to Build a Brand [Download Now]\" height=\"58\" width=\"424\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/814dd420-0d49-40e0-b59c-f01066e186c1.png\" align=\"middle\" \/><\/a><\/p>\n<p>Like any brand identity, the Starbucks identity requires many elements working together to connect with you, the consumer. The siren graphic, the right shade of green, the logo\u2019s round shape \u2014 you need everything to get the right effect (and to create one of the world\u2019s most recognizable brands).<\/p>\n<p>What brand elements create a compelling brand identity? And where can you go for a little help or inspiration to get you started? Let\u2019s dive in.<\/p>\n<p><strong>Table of Contents<\/strong><\/p>\n<ul>\n<li><a href=\"#what-are-brand-identity-elements\">What are brand identity elements?<\/a><\/li>\n<li><a href=\"#brand-identity-elements\">Brand Identity Elements<\/a><\/li>\n<\/ul>\n<p><a><\/a> <\/p>\n<h2><strong>What are brand identity elements?<\/strong><\/h2>\n<p>I think of \u201cbrand identity\u201d as your brand\u2019s personality \u2014 a presence that\u2019s distinct and uniquely <em>you<\/em>. It\u2019s an image conjured in the minds of your buyers, one you feed with regularity and consistency. These aspects of your brand \u2014 like your name, logo, and color choices \u2014 create a cohesive, recognizable image within your target audience.<\/p>\n<p>Once you look for these brand elements, you\u2019ll find them within nearly everything a company creates: social media photo filters, fonts on YouTube videos, sales decks, websites, and products. And removing any of these elements will make this brand feel <em>wrong<\/em> or <em>off<\/em> (like an orange Starbucks logo).<\/p>\n<p>These details might feel overwhelming if you\u2019re building your brand identity from scratch. Let\u2019s walk through each of the most important elements, with examples and actionable tips.<\/p>\n<p><a><\/a> <\/p>\n<h2><strong>Brand Identity Elements<\/strong><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"365\" alt=\"brand identity elements\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/08\/brand20identity20elements.jpg\"><\/p>\n<h3><strong>1. Brand Purpose<\/strong><\/h3>\n<p>Who are you to your audience? I find the best brand identities can answer that question with specificity and uniqueness. And your answer will guide how the rest of your brand identity development unfolds.<\/p>\n<p>Review your value proposition, mission and vision statements, and values. Within those elements, pinpoint the pieces that spark emotions from your <a href=\"https:\/\/blog.hubspot.com\/marketing\/target-audience\">target audience<\/a>.<\/p>\n<p>For instance, <a href=\"https:\/\/youtu.be\/FftNyvOd_vk?si%3Docy3Jiw6yayu22cx\">The Farmer\u2019s Dog<\/a> is a specialty dog food company that started because one of its founders had a dog (Jada) who had stomach issues with processed dog food. He wanted a better way to feed Jada, and that desire ballooned into <a href=\"https:\/\/pitchbook.com\/news\/articles\/pet-food-farmers-dog-profits-more-than-1b-annualized-revenue\">a billion-dollar company<\/a>.<\/p>\n<p>While I don\u2019t use their service, I recognize that the desire to care for their pets runs deep in every Farmer\u2019s Dog buyer. Love for dogs powers the heart of The Farmer\u2019s Dog \u2014 and it\u2019s obvious in every element of its brand identity.<\/p>\n<p><strong>Pro tip: <\/strong>If you need a little extra help figuring out who you are in your marketplace, check out these other HubSpot resources:<\/p>\n<ul>\n<li><a href=\"https:\/\/blog.hubspot.com\/marketing\/swot-analysis\">SWOT Analysis<\/a><\/li>\n<li><a href=\"https:\/\/blog.hubspot.com\/marketing\/write-value-proposition\">Value Proposition<\/a><\/li>\n<li><a href=\"https:\/\/offers.hubspot.com\/how-to-build-a-brand\">How to Build a Consistent Brand<\/a><\/li>\n<\/ul>\n<h3><strong>2. Brand Name<\/strong><\/h3>\n<p>A brand name identifies your company and its products or services, distinguishing you from your competitors. It serves as one of the most obvious and memorable elements of your brand identity.<\/p>\n<p>As you build customer trust, your name will represent that trust. That matters to buyers: According to the <a href=\"https:\/\/www.edelman.com\/trust\/2024\/trust-barometer\/special-report-brand\">2024 Edelman Trust Barometer<\/a>, trust remains a top-three purchase criterion for consumers. Lose it, and your brand name will lose it, too.<\/p>\n<p>So, what\u2019s in a good brand name? One piece of advice I have: Make it an easy one. Research shows that an easier-to-remember brand name has <a href=\"https:\/\/www.wsj.com\/finance\/investing\/name-product-pronounciation-11637337581\">more staying power with consumers<\/a> than something confusing. Maybe that seems self-evident \u2014 but then, ask <a href=\"https:\/\/www.theverge.com\/2020\/10\/22\/21528404\/quibi-shut-down-cost-subscribers-content-tv-movies-katzenberg-whitman-tiktok-netflix\">Quibi<\/a> how that went.<\/p>\n<p><strong>Pro tip: <\/strong>Consider your options within cultural and social contexts, as your brand or product names can go sideways otherwise. For example, I have a few items from IKEA around my house. But one I don\u2019t have is the children\u2019s desk delightfully named \u201c<a href=\"https:\/\/www.britannica.com\/one-good-fact\/why-did-a-multibillion-dollar-company-name-a-product-fartfull\">FARTFULL<\/a>.\u201d What means \u201cfull speed\u201d in Swedish doesn\u2019t quite come across right in English.<\/p>\n<h3><strong>3 . Logo<\/strong><\/h3>\n<p>I bet you can identify and describe each of these brands:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"365\" alt=\"brand elements, three logo examples\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/08\/brand20elements2c20three20logo20examples.jpg\"><\/p>\n<p>Your brand logo is arguably the most important visual extension of your identity. It doesn\u2019t just appear in ads or on your website \u2014 it may be on your physical products, in emails from salespeople, or on billboards along the highway.<\/p>\n<p>Many brands hold a logomark (like the three examples above) as well as a wordmark, which includes the brand name. HubSpot, Spotify, and Transport for London all use elements of their logomark within their wordmark:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"365\" alt=\"brand elements, brand wordmarks and logomarks\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/08\/brand20elements2c20brand20wordmarks20and20logomarks.jpg\"><\/p>\n<p>I\u2019d advise you to design a logo that can carry over through changing market aesthetics (aka timelessness). Easier said than done, of course, but the best logos are ones that companies commit to for the long haul. <a href=\"https:\/\/www.popularmechanics.com\/cars\/a64772307\/jaguar-rebrand-flop\/\">Jaguar\u2019s recent logo redesign<\/a> and subsequent flop offer a potent reminder of a timeless logo\u2019s place in buyers\u2019 hearts.<\/p>\n<p><strong>Pro tip: <\/strong>Need help with your logo? Check out our <a href=\"https:\/\/www.hubspot.com\/brand-kit-generator\/free-logo-maker\">free logo maker<\/a> as a starting point.<\/p>\n<h3><strong>4. Graphics and Images<\/strong><\/h3>\n<p>Your overall <a href=\"https:\/\/blog.hubspot.com\/marketing\/visual-identity-design\">visual identity<\/a> makes a key first impression for your buyers. And that happens fast: people make their judgments of your website\u2019s visual appearance in <a href=\"https:\/\/cxl.com\/blog\/first-impressions-matter-the-importance-of-great-visual-design\/\">as few as 50 milliseconds<\/a>. That\u2019s about <em>one frame<\/em> in an average television show.<\/p>\n<p>I won\u2019t say you should fret endlessly over every image, but take the time to define and build a cohesive and consistent look wherever buyers see your brand. There are many ways to accomplish this. For instance, use the same filters on any Instagram posts to show you\u2019re paying attention to consistency \u2014 and help your buyers know what to expect from you.<\/p>\n<p>For inspiration, I\u2019d look at Burger King\u2019s <a href=\"https:\/\/blog.hubspot.com\/marketing\/examples-brand-style-guides\">style guide<\/a>. It precisely defines BK\u2019s values and interprets those verbally and visually.<\/p>\n<p>The <a href=\"https:\/\/brandingstyleguides.com\/guide\/burger-king\/\">Burger King style guide<\/a> lists its four design principles:<\/p>\n<ul>\n<li>Mouthwatering<\/li>\n<li>Big &amp; bold<\/li>\n<li>Playfully irrelevant<\/li>\n<li>Proudly true<\/li>\n<\/ul>\n<p>The guide interprets \u201cbig &amp; bold\u201d with clear, actionable instructions: \u201cWe play with scale using macro photography and a focus on details. Colors are unapologetically full and rich.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"366\" alt=\"brand elements, burger kind brand guide example\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/08\/brand20elements2c20burger20kind20brand20guide20example.png\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/brandingstyleguides.com\/guide\/burger-king\/\"><em>Source<\/em><\/a><\/p>\n<p>Let\u2019s look at how that plays out on Burger King\u2019s Instagram account:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"450\" height=\"446\" alt=\"brand elements, burger kind instagram branding\" style=\"margin-left: auto;margin-right: auto;width: 450px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/08\/brand20elements2c20burger20kind20instagram20branding.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/www.instagram.com\/burgerking\/\"><em>Source<\/em><\/a><\/p>\n<p>Burger King\u2019s imagery plays on its burgers (and other food items) \u2014 it makes them centerpieces. Scan more fast food Instagram accounts, and you\u2019ll find BK\u2019s imagery differentiates it from competitors like McDonald\u2019s or Wendy\u2019s.<\/p>\n<h3><strong>5. Shapes<\/strong><\/h3>\n<p>A famous 1929 linguistic experiment asked participants to view two shapes and read two made-up words, <a href=\"https:\/\/behavioralscientist.org\/its-a-bouba-not-a-kiki-the-relationship-between-sound-form-and-meaning\/\">\u201cbouba\u201d and \u201ckiki.\u201d<\/a> They\u2019re asked to assign the \u201cword\u201d to the correct shape:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"365\" alt=\"brand elements, shapes\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/08\/brand20elements2c20shapes.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/en.wikipedia.org\/wiki\/Bouba\/kiki_effect\"><em>Source<\/em><\/a><\/p>\n<p>Across languages, cultures, and ages, people say the spiky shape is \u201ckiki\u201d and the splotchy rounded shape is \u201cbouba\u201d about 88% of the time.<\/p>\n<p>The bouba\/kiki effect shows how shapes factor into your brand\u2019s visual identity (maybe more than you\u2019d expect). <a href=\"https:\/\/www.linkedin.com\/in\/troystange\/\">Troy Stange<\/a>, owner of <a href=\"https:\/\/www.brandpop.io\/\">brandpop<\/a>, wrote on <a href=\"https:\/\/www.linkedin.com\/advice\/0\/what-some-best-practices-choosing-combining-shapes\">LinkedIn<\/a> that \u201cshapes are like the body language of your brand.\u201d<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/danielocock\">Daniel Ocock<\/a>, the managing director of <a href=\"https:\/\/viedesign.co\/\">Vie Design<\/a>, says that he thinks of shapes as \u201cthe secret language of design; they say a lot without saying anything at all.\u201d <a href=\"https:\/\/www.linkedin.com\/advice\/0\/what-some-best-practices-choosing-combining-shapes\">Ocock says<\/a> that circles are \u201cfriendly and inclusive,\u201d squares \u201cscream reliability,\u201d and triangles evoke excitement.<\/p>\n<p>Buyers can remember the shapes fondly even after years or decades. For instance, I grew up a Nickelodeon kid and remember the \u201csplat\u201d logo used during my childhood:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"341\" alt=\"brand elements, nickelodeon splat logo\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/08\/brand20elements2c20nickelodeon20splat20logo.png\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/logos.fandom.com\/wiki\/Nickelodeon\/Logo_Variations\"><em>Source<\/em><\/a><\/p>\n<p>That shape and its variants are burned into my brain. I immediately connect it to pleasant childhood memories (and an unmet desire to <a href=\"https:\/\/www.youtube.com\/watch?v%3DkpgWpXWJZmQ\">get slimed<\/a>).<\/p>\n<p>The <a href=\"https:\/\/www.creativebloq.com\/features\/nickelodeon-logo-history\">company abandoned it in 2009<\/a> for a more \u201cminimalist\u201d take, but actually resurrected its splat logo 14 years later during a major rebranding effort because of its meaningfulness.<\/p>\n<h3><strong>6. Iconography<\/strong><\/h3>\n<p>Icons are usually the smallest elements, but they can significantly impact how people perceive your professionalism. The right icons elevate your presence and add that bit of polish that makes for great first impressions.<\/p>\n<p>If you\u2019re undertaking icon development, I\u2019d review current design trends and <a href=\"https:\/\/uxpsychology.substack.com\/p\/unlocking-icon-usability-insights\">usability criteria<\/a>. Things can change quickly, with yesterday\u2019s sleek becoming today\u2019s outdated.<\/p>\n<p>For instance, when Apple released iOS 7 in 2013, it redesigned its app iconography from a <a href=\"https:\/\/www.interaction-design.org\/literature\/topics\/skeuomorphism\">skeuomorphic<\/a> design to the flat, two-dimensional design used today.<\/p>\n<p>Skeuomorphism adds texture and detail \u2014 illustrations of bookshelves might include wood grain effects, or an icon of a camera might have a 3D-looking lens.<\/p>\n<p>But when Apple flattened its designs, the rest of the design world noticed. By now, you\u2019ve likely acclimated to seeing flat iconography everywhere, so much so that skeuomorphism looks dated:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"365\" alt=\"brand elements, iconography example\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/08\/brand20elements2c20iconography20example.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/web.archive.org\/web\/20240000000000*\/www.apple.com\"><em>Source<\/em><\/a><\/p>\n<p>Along with design considerations, consistent icons keep your brand identity intact across every channel and use case. For example, HubSpot\u2019s Google Slides templates include three pages of icons permitted for use. Decks across the company stay consistent, and nobody is spending hours searching for suitable icons.<\/p>\n<p><strong>Pro tip<\/strong>: Wondering how to design fresh icons for your brand? Check out <a href=\"https:\/\/blog.hubspot.com\/website\/icon-design\">our icon design guide<\/a>.<\/p>\n<h3><strong>7. Color Scheme<\/strong><\/h3>\n<p>Color communicates an incredible amount of information. The <a href=\"https:\/\/blog.hubspot.com\/the-hustle\/psychology-of-color\">psychological components<\/a> behind color choices are complex, and your choices dictate how people perceive your company.<\/p>\n<p>For instance, my favorite color is red (and one I use often in my branding work). Red is a color of \u201cpassion, energy, and excitement\u201d \u2014 but can also be \u201cdangerous and defiant\u201d in specific contexts.<\/p>\n<p>In nature, the <a href=\"https:\/\/www.ncwildlife.gov\/species\/eastern-coral-snake\">red bands on coral snakes<\/a> warn would-be predators they\u2019ll get a venomous bite if they try anything. Interestingly, that deep-seated psychology can show up in your brand identity, too.<\/p>\n<p>Be thoughtful in your color choices, as you\u2019ll infuse every part of your visual presence with your chosen color scheme. For example, esthetician Sean Garrette uses rich chocolate brown hues and complementary earth tones throughout his social media presence.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"450\" height=\"600\" alt=\"brand elements, color scheme example on instagram feed of seah garrette\" style=\"margin-left: auto;margin-right: auto;width: 450px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/08\/brand20elements2c20color20scheme20example20on20instagram20feed20of20seah20garrette.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/www.instagram.com\/seangarrette\/\"><em>Source<\/em><\/a><\/p>\n<p>Consumers can spot your brand once you\u2019ve associated specific color palettes to your company\u2019s presence, as you see the three palettes in the GIF below (each brand name is revealed after three seconds):<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"650\" alt=\" brand elements, gif of brand colors and brand reveal\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/08\/brand-elements-12-20241111-9577385.gif\"><\/p>\n<p><strong>Pro tip: <\/strong>If you\u2019re looking for the right color palette for you, try <a href=\"https:\/\/www.khroma.co\/generator\">Khroma<\/a> for AI-generated options. Give yourself some time to work on it, as Khroma\u2019s algorithm requires at least 50 color choices on your part. You can also check out <a href=\"https:\/\/www.hubspot.com\/brand-kit-generator\/color-palette-generator\">HubSpot\u2019s free color palette generator<\/a>, which will generate ideas based on info you provide about your brand.<\/p>\n<p>An important note on color schemes: common accessibility guides \u2014 specifically <a href=\"https:\/\/www.w3.org\/WAI\/standards-guidelines\/wcag\/\">WCAG 2<\/a> \u2014 denote color schemes that make browsing more accessible to people with disabilities. These guidelines are becoming critical must-follows, as <a href=\"https:\/\/www.levelaccess.com\/blog\/title-iii-lawsuits-10-big-companies-sued-over-website-accessibility\/\">accessibility lawsuits<\/a> grow in number and scale. <a href=\"http:\/\/whocanuse.com\">WhoCanUse.com<\/a> is a great online tool to test your color palette for these accessibility standards.<\/p>\n<h3><strong>8. Typography<\/strong><\/h3>\n<p>Your brand\u2019s <a href=\"https:\/\/blog.hubspot.com\/website\/website-typography\">typography<\/a> is more than just a font selection. Typefaces, spacing, and sizing merge to create the look and feel of your text, and that interplay creates your unique appearance.<\/p>\n<p>One element you\u2019ve likely noticed is the use of serif or sans-serif fonts. A \u201cserif\u201d is a small decorative stroke usually appended on the ends of the letters. Many designers feel that serif fonts \u2014 much like skeuomorphic icons \u2014 are getting stale. That\u2019s why <a href=\"https:\/\/webdesignerdepot.com\/why-big-brands-are-ditching-serif-fonts-in-their-logos\/\">sans-serif fonts are hot right now<\/a>, and why it feels like every brand is shifting to them.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"219\" alt=\"brand elements, pinterest logo type comparison\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/08\/brand20elements2c20pinterest20logo20type20comparison.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/webdesignerdepot.com\/why-big-brands-are-ditching-serif-fonts-in-their-logos\/\"><em>Source<\/em><\/a><\/p>\n<p>It\u2019s up to you what font type you like and where you\u2019ll apply it (e.g., serif fonts for headings and sans-serif fonts for body copy). Regardless, choose a <a href=\"https:\/\/www.w3schools.com\/cssref\/css_websafe_fonts.php\">web-safe font<\/a> or include one in your font stack as a fallback.<\/p>\n<p>Browsers and devices universally recognize web-safe fonts. Although modern web design permits more font styles, it\u2019s good to have a backup ready to give users a consistent experience across devices.<\/p>\n<h3><strong>9. Brand Voice<\/strong><\/h3>\n<p>Your \u201cvoice\u201d is how you sound in your consumers\u2019 mind when they engage with your brand. It gives volume and depth to your content and helps you shape your unique identity.<\/p>\n<p>I find most brands define their voice using three or four descriptive adjectives: helpful, kind, playful, witty, analytical, factual, academic, or youthful, for instance. However, the trick with brand voice is knowing <em>when<\/em> to apply those sentiments to your touchpoints and how to tweak them to fit a channel\u2019s specific needs.<\/p>\n<p>For example, Burger King\u2019s style guide defines the company\u2019s voice as enthusiastic, confident, witty, and approachable. But the guide also notes that Burger King\u2019s content creators \u201cneed to flex our voice a little for different situations: a little wittier here, a little more direct there.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"356\" alt=\"brand elements, brand voice example from burger king\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/08\/brand20elements2c20brand20voice20example20from20burger20king.png\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/brandingstyleguides.com\/guide\/burger-king\/\"><em>Source<\/em><\/a><\/p>\n<p>Now imagine you\u2019re a Burger King copywriter tasked to write two versions of an ad, one for an older audience and one for a Gen Z audience. Connecting with Gen Zers might need a crown or burger emoji \u2014 something you\u2019d cut from content targeting more mature crowds.<\/p>\n<p>As you build your brand identity, I recommend choosing four specific words that define your brand, like Burger King did. You can then tweak to fit your target audience, the type of ad, and other considerations while staying consistent with your core identity.<\/p>\n<p><strong>Pro tip: <\/strong>Visit my article on <a href=\"https:\/\/blog.hubspot.com\/marketing\/brand-voice\">developing your brand voice<\/a> for much more detail on the intricacies behind defining who you are and how you sound to your audience.<\/p>\n<h3><strong>10. Slogan, Jingle, or Catchphrase<\/strong><\/h3>\n<p>While B2B vendors might want a fun slogan to splash across their email signatures, I\u2019ve found slogans, jingles, or catchphrases work best for B2C businesses. And even then, I\u2019d use them judiciously.<\/p>\n<p>Still, if you create something catchy, it can become one of your most memorable brand elements. Can you imagine these brands without their slogans or jingles?<\/p>\n<ul>\n<li>\u201cHave It Your Way,\u201d from Burger King<\/li>\n<li>\u201cThe Snack that Smiles Back,\u201d Goldfish Crackers<\/li>\n<li>\u201cAmerica Runs On Dunkin,\u201d from coffee company Dunkin\u2019<\/li>\n<\/ul>\n<ul>\n<li>\u201cBecause You\u2019re Worth It,\u201d L\u2019Oreal<\/li>\n<li>\u201cLike a good neighbor, State Farm is there,\u201d from insurance company State Farm<\/li>\n<\/ul>\n<ul>\n<li>\u201cSnap, Crackle, Pop!\u201d from Rice Krispies<\/li>\n<\/ul>\n<p>It doesn\u2019t need to be complicated, either. I couldn\u2019t stand these commercials when they aired, but I still catch myself saying, \u201c<a href=\"https:\/\/www.youtube.com\/watch?v%3Df_SwD7RveNE\">Head-On: Apply Directly to the Forehead<\/a>.\u201d You probably don\u2019t want to elicit annoyance from your target audience, but Head-On\u2019s basic yet catchy slogan shows that finding your brand\u2019s slogan could be a simple process.<\/p>\n<h3><strong>11. Brand Guidelines and Application<\/strong><\/h3>\n<p>An identity requires cohesion, and cohesion requires documentation and enforcement. Keeping your teams aligned to your identity isn\u2019t as fun as designing logos, but it\u2019s vital if you want buyers to connect more deeply with your brand.<\/p>\n<p>I\u2019ve shared brand style guide examples throughout this article that you can emulate. But the basic document should be a clear, written set of guidelines, including rules on using (or not using) logos, colors, and visuals, and practical dos and don&#8217;ts for real-world applications.<\/p>\n<p>A written guide keeps your identity consistent across your touchpoints while giving your creators an approved sandbox to test and iterate.<\/p>\n<p><strong>Pro tip<\/strong>: Check out our <a href=\"https:\/\/offers.hubspot.com\/create-brand-style-guide\">brand guidelines template<\/a> to start building your brand identity documentation.<\/p>\n<p><a><\/a> <\/p>\n<h2><strong>Build Brand Elements Together<\/strong><\/h2>\n<p>As you walk through this guide, I recommend you build your brand elements at or near the same time to each other. That proximity helps breed consistency in what your team produces. That\u2019s vital, as your brand elements <em>must<\/em> work together. Your jingle won\u2019t catch on if nobody can remember your brand name. Your logo won\u2019t look professional if your colors don\u2019t match.<\/p>\n<p>Take the time early in your brand development process to plan these elements. You don\u2019t need to have every answer immediately; I often find brands evolve, add, and drop elements when they don\u2019t serve the brand\u2019s purpose or needs. But use this guide and its resources to begin your brand identity foundation and get your elements in order.<\/p>\n<p><em>Editor&#8217;s note: This post was originally published in December 2021 and has been updated for comprehensiveness.<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" alt=\"\" width=\"1\" height=\"1\" style=\"min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important\" class=\"lazyload\" data-src=\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Fwhat-are-brand-elements&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&amp;bvt=rss\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Picture the Starbucks siren logo. Now picture it in bright HubSpot orange. How wrong does that feel to you? Like any brand identity, the Starbucks identity requires many elements working together to connect with you, the consumer. The siren graphic, the right shade of green, the logo\u2019s round shape \u2014 you need everything to get [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3041,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-3039","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured"],"_links":{"self":[{"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/posts\/3039","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/comments?post=3039"}],"version-history":[{"count":2,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/posts\/3039\/revisions"}],"predecessor-version":[{"id":3054,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/posts\/3039\/revisions\/3054"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/media\/3041"}],"wp:attachment":[{"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/media?parent=3039"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/categories?post=3039"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.coclea.org\/index.php\/wp-json\/wp\/v2\/tags?post=3039"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}