We like to personify brands today due to our relationships with them so using that theme, let’s identify what a Brand Identity System is in the form of a person.
Successful brands of today tend to have common human characteristics, which start internally, with a Purpose, Vision, Mission, and Values. These internal human characteristics translate seamlessly from person to brand.
When it comes to the brand identity, however, we need to get a little creative. If we go back to the ‘nutshell’ summary earlier, we can recall that the brand identity system is a visual representation of the brand. So, how that would translate to a person would be the visual representation of that person (their appearance).
The first thing you tend to see when you look at someone is their face. For a brand, that is the logo (hence, the logo is the face of the brand). After the face, everything you see of that person visually makes up the rest of their visual identity such as their hair, clothes, makeup, style, accessories, shoes, and their colours. Likewise, the brands’ identity after the logo (face) is made up of shapes, typography, colour palette, blends, image style, icons, graphics, characters, and animations.