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Brand Identity
Brand identity is the face of a brand. As discussed in a previous section, a brand is an emotional and even philosophical concept, while brand identity is the visual component of a brand that represents those larger ideas.
Brand identity includes logos, typography, colors, packaging, and messaging, and it complements and reinforces the existing reputation of a brand. Brand identity attracts new customers to a brand while making existing customers feel at home. It’s both outward- and inward-facing.
It's vital that brand identity be consistent. Because it's representing and reinforcing the emotions of a brand, the message portrayed by brand identity components needs to be clear, and it needs to be the same no matter where it's displayed.
More Information:
99designs - Brand Identity UX matters - Brand Experience in User Experience Design Just Creative - Branding, Identity & Logo Design Explained