Picture any successful brand that you know and love. What’s the first thing that comes to mind? Is it their logo, their latest Instagram post or the last item you purchased from them? Whatever you’re envisioning, it’s all associated with how it made you feel.
Strong brands know how to really communicate the right message to their audience. How would they do this? Enter brand identity — the way a brand presents itself to the world.
Brand identity refers to both visual and non-visual aspects from how you create a logo and design a business card to how you communicate with customers. Without a brought together, consistent vision of all brand elements — your work is unfinished. In this article, we’ve gathered the best brand identity examples to get your creative juices flowing.
What is a brand identity?
Brand identity is the overarching writing style and visual language your business uses to communicate with the world. Through meticulous and insightful design choices paired with clearly outlined mission and vision statements, your identity serves as the center of all branding decisions. This includes (yet is not limited to):
- Logo
- Tone of voice
- Colors
- Typography
- Imagery
- Brand name
Each of these tangible elements contributes to the greater sum and straightforwardly influences your brand discernment. Ultimately your brand identity is established and represented mainly through your visual identity and all of the various elements that represent it.
The purpose of your brand identity
Your brand identity makes your business recognizable to your customers and helps you stand out in the marketplace. This brand positioning can be the deciding factor between competitors for new customers as well as returning ones. A strong brand identity leads to brand trust, consistency, loyalty and ultimately determines your customers’ relationship with your business.
Still, your brand identity must be worked with your customers in mind. Consider setting up buyer personas — visual representations of your ideal customers. This helps you better understand your target audience and how you can craft a brand identity that resonates with it.
Inspiring brand identity examples
- Glossier
- Hydro Flask
- Jungalow
- United Sodas of America
- Boy Smells
- Coca-Cola
- Patagonia
- McDonald’s
- Spotify
- Fatso
- Wix
- Air Bnb
- Lego
- Bumble
—> Glossier
Back in 2010, Chief and pioneer Emily Weiss started Into The Gloss, a blog that eventually transformed into a beauty powerhouse based on the conviction that “beauty isn’t implicit a boardroom — it happens when you’re a part of the process.”
Glossier changed the rules of the beauty game when it created a brand based on transparency and honesty. According to Glossier, “We put stock in smart design, and enabling conversation (which is where it all starts). Yet, most of all, we accept that beauty is about having fun, any place you are in your journey.”
Glossier’s simplistic approach to both their products and branding makes them unique. They offer very good quality products stripped of all the bells and whistles to reach a more extensive audience. Unlike many competitive brands, Glossier also steers clear of artificial ingredients and promotes a clean approach to beauty. They maintain ethical production processes, never test on animals and offer select vegan products, too.
Glossier uses minimal packaging and is committed to other sustainable business practices. With a soft pink and white variety palette and minimalistic typeface, Glossier communicates an effortlessly cool visual language. Their website, packaging and social media all speak the same visual language, promoting the brand’s simplicity.
Not just has the brand marked the beauty scene, they’ve broadened their product line into hoodies, mugs and even a collector’s cutout — launching themselves much further into the heart of the beauty community they’ve endeavored to build.
—> Hydro Flask
The Gen Z must-have water bottle brand Hydro Flask is another brand identity example done well. The Pacific Northwest-based company knows the value of natural beauty, and uses it at each touchpoint of their branding identity. As they put it, “Mother Nature is the best designer there is. There’s nothing extra — each decision is made for a reason. That’s our inspiration behind each product we design. Keep it strikingly simple. From product innovation to variety leadership — simplicity drives all.”
Hydroflask’s logo has gone through just a handful of iterations, which today appears as a jumping, smiling person whose body shape resembles the letter H. Their minimal black and white palette stands out against their splendidly hued metal bottles.
Part of what makes the Hydro Flask brand identity so appealing is the choice to customize the bottles. From custom colors and straps, to engraving, customers can personalize their bottles to suit their style. However, regardless of the variety, a Hydro flask owner can always spot another out in nature. This is a testament to the cultivated brand loyalty and consistently growing community.
—> Jungalow
Another blog-turned-business model, Jungalow is a brand identity example deserving of praise. Curated and created by Justina Blakeney, Jungalow is both a lifestyle brand and a design inspiration source. The female-run business sells intense wallpapers, indoor and outdoor stylistic layout, rugs and art prints designed to “bring great vibes home.”
Jungalow’s brand identity reinforces their values at each level. From their social and sustainability efforts and inclusion of international artists, they commit to community building. As part of their ethical mission, they’ve partnered with Trees for the Future and donate two planted trees after each purchase.
The brand’s visual identity is unmistakably their own, featuring an earthy green and warm gold variety palette and a logo that conveys a playful state of mind. Their dreamy website and Instagram feed further supports their creative and positive feeling.
Best of all, their products holistically exemplify the brand. Customers can easily replicate the Jungalow’s visionary esthetic in their own homes with the brand’s stylistic layout. From rattan and macramé pieces to natural fiber rugs and splendid accent walls, the beauty is in the details. Customers feel pleased purchasing Jungalow pieces as their commitments to sustainability and community show they practice what they preach.
—> United Sodas of America
Intense, bright and deliciously playful, United Sodas of America’s visual identity is all consuming, instant adoration. They splashed their modest cans with splendid colors and refined typography, highlighting their flavors. These minimalist cans simply, yet intensely, tempt thirst-quenching customers.
Pioneer Marisa Zupan created the company to shake up the soda industry and its relationship with Americans. Zupan reimagined soda according to another perspective, eliminating ingredients like high-fructose corn syrup and replacing it with organic, plant-based ingredients. Past the ingredients and unique flavors, Zupan wanted to visually appeal to customers, too.
—> Boy Smells
What began as an experimental passion task of business and real-soul mates, Matthew Herman and David Kien, developed into a full-scale lifestyle brand selling candles, fragrances and undergarments that break traditional orientation norms. Packaged in pale, pink boxes juxtaposed with strong, black text, the fellow benefactors allude to Boy Smells’ brand identity as “genderful.” As they outline on their website,
—> Coca-Cola
Reading “Coca-Cola,” probably evokes the pleasing sound of opening a refreshingly cold can (or trademarked bottle). The Coca-Cola brand, or as many of us allude to it, Coke, is quite possibly of the most recognizable brand on the planet, and many associate it with happiness. And this is no coincidence. Coca-Cola leads the industry branding and product sales because they appeal to their audience and leave a lasting impression.
For example, did you had any idea about that while Coca-Cola didn’t create the legend of Santa Claus, the brand’s advertising helped shape the cherished and jovial character we as a whole know and love. Based on a 1931 painting that Coca-Cola commissioned, the brand “established Santa as a warm, happy character with human features such as rosy cheeks, a white beard, twinkling eyes and laughter lines.” That image endures today, and the positive feeling many associate with the holiday season is inherently linked to Coke.
Coca-Cola doesn’t base their brand identity solely on holiday cheer. Each aspect of Coca-Cola’s branding plays on feeling, association and a sense of belonging. The brand’s many successful campaigns include “Share A Coke,” “Open Happiness” and “Taste the Feeling.” While each campaign has its own voice, each links back to the Coca-Cola’s Company purpose: To refresh the world and make a distinction.
Indeed, even their famous red and white logo has stood the test of time. It uses a classic serif-script textual style to inspire a hand-drawn quality, making the brand feel approachable. Through consistency, their unmistakable brand colors and logo design, Coca-Cola continues to develop brand loyalty from fanatic Coke fans.
—> Patagonia
Patagonia is a beneficial competitor on our list for best brand identity examples. Their mission is clear: “We’re in business to save our home planet.” Like a thread weaving through everything about their brand strategy and marketing efforts, the company successfully upholds their values of sustainability, leadership and inclusion and is the epitome of a purpose-driven brand.
The brand has an exceptionally recognizable logo, depicting Monte Fitz Roy in the Southern Patagonian Ice Field. Their logo impeccably encapsulates the brand’s heart and origin. Fans easily perceive the brand’s logo without the name or even the colors. In addition, general society commends the company’s top notch products and commitment to slow fashion.
Perhaps the most essential of Patagonia’s branding efforts is their commitment to giving back — like in 2021 when they donated each penny of their record-breaking $10 million in Black Friday sales.
—> Spotify
As 2021 as of late came to a (much-required) end, many of us were really glad to share our Spotify Wrapped with our nearest and dearest. The amazing marketing strategy rode the wave of association, making Spotify’s listeners feel part of their community while also highlighting their unique preferences.
For a brand that puts music up front, Spotify’s has a rather subdued visual identity. A modest variety palette of green, black and white takes a backseat to the brilliant album covers played on the streaming platform. The minimalist logo, which includes three horizontally bended lines all around, represents sound’s stream and development. Look carefully, and you’ll see it’s warped, bringing a humanistic vibe to the brand.
Since global listeners use Spotify on both portable and desktop devices, the brand successfully maintains consistency across platforms. Spotify’s brand style guide allows external businesses to create branded playlists that show off their own identity, yet visually they feel inclusive to Spotify’s brand. In addition, these playlists become a branded asset unto themselves. For example, the fashion label The Row, has monthly playlists created by Mary-Kate and Ashley Olsen, the brand’s stylish founders. Originally, the playlists were launched to engage with their audience during quarantine, yet they were so successful that the Olsen twins continue to release monthly music to engage with their audience.
—> McDonald’s
The American pecking order associated with hamburgers, fries and the notable brilliant arches, McDonald’s is a must in our list of brand identity examples. Arguably perhaps of the most recognizable brand in the world, simplicity is the way in to McDonald’s brand identity. Their no-muss-generally straightforward red and yellow variety palette is warm, cordial and accessible.
McDonald’s tailoring to their target audience makes their brand strategy particularly vital. Each aspect of their brand identity — from their logo and packaging to their overall brand message and tone — considers their target customer. Think of Happy Meals or the playful characters like Ronald McDonald and the Hamburglar: Instantly you know McDonald’s created these products for kids. Their offering doesn’t stop there, their menu is accessible to a much more extensive audience, inclusive of diverse dietary restrictions and budgets.
Regardless of your age, or geographical location, step into any McDonald’s and you’ll experience the brand in the same way. Both their consistent visual identity and their dependable products make them a trustworthy brand. You can instantly perceive a McDonald’s in almost every country. The brand successfully carried out cultural cuisine and localized marketing strategies to ensure that they are always aligned with their customers, regardless of where they are.
—> Fatso
Sometimes peanut spread gets a bad rap, yet Fatso isn’t your average peanut margarine. Offering a great many creative flavors like Maple Almond Seed Spread or mixed mixes of organic coconut oil, MCT oil, or chia and flax seeds, pioneer and President Jill Van Gyn created the Canadian brand to feature the great fats and ingredients in nut butters.
The brand’s peculiar and approachable visual language uses a muffled at this point strong variety palette of millennial pink, mint green and nutty brown paired with a well disposed peanut character who appears on each container, and even on the company’s website favicon. The Fatso logo contrasts this with a dark and heavy typeface, drawing attention to the brand name, yet additionally playfully evoking the brand’s spirit.
What makes Fatso a particularly decent brand identity example? The brand looks just as great on the inside as it does on the outside. The company supports a range of social justice efforts and has a commitment to inclusion. Indeed, even the product itself is non-GMO, vegan, kosher and without gluten guaranteed, making it accessible to a range of communities.
And you may not think of a nut spread business as a place for social change, yet Van Gyn uses her brand’s influence and voice for the overwhelming majority important causes. For example, the brand provides their product to underserved communities within Canada and the US, as of late donating more than $200k of product to food organizations.
—> Wix
For the last brand identity example, Wix is in the blend. The website builder has tracked down its place as a go-to platform for business professionals, entrepreneurs and self-creators through consistent branding assets and a reliable product.
Wix’s visual identity has a minimalist black and white logo designed to be instantly recognizable in all sizes and contexts. It pairs well with a diverse variety palette, showcasing the brilliant and dynamic creativity of Wix’s users. Wix even created its own custom typeface MadeFor to feature the brand’s spirit.
—> Airbnb
Whether it’s their lovable logo, user-accommodating interface or honest brand messaging, Airbnb is a great example of a brand identity done well. Established in 2008, Airbnb started out with a simple idea: to allow individuals to open their homes and couches to travelers. The idea, which has obviously advanced along with the brand, drove Airbnb to totally change the game in the hospitality industry.
The company went through a rebrand in 2017 when they realized that the genuine center of their business was much more than hospitality: it’s a total sense of belonging. They created their notable Belo logo symbol and as they smoothly explain on their blog.
—> LEGO
Established in 1932 on the premise of imagination, tomfoolery, creativity and learning, LEGO is an example of a brand that has stood the test of time. From their brand name (created with two Danish words “leg godt”, meaning “play well”) to their mission: “Inspire and develop the builders of tomorrow” — the LEGO brand totally embodies their values, down to each individual block.
It’s not just the familiarity and dependability of their product, or the personal association so many of us have to this nostalgic-yet-present day toy, that keeps the energy going. The company has developed a strong sense of brand trust and, in turn, brand loyalty. Each detail of their marketing efforts reinforces the basic beliefs at each level, which is palpable to any LEGO user, regardless of age.
—> Bumble
Launched in 2014, Bumble is a female-focused dating app that has dominated the market since it came onto the scene. Based on values like respect and accountability, Bumble’s mission is to “create empowering connections in adoration, life, and work. We advance accountability, equality, and kindness with an end goal to end misogyny and once again write archaic orientation roles. On Bumble, ladies always make the first move.”
From their optimistic variety scheme to their onboarding process and user experience, Bumble’s brand identity is strong in each touchstone. They continuously reinforce their brand values and engage ladies to be decisive and unapologetic in their dating endeavors.
To further manifest the importance of their brand, they also have Bumble brand ambassadors, a system “hive” and community-based initiative that holistically embodies female change-seekers to spread the brand mission on a global scale.
Brand identity FAQ
What’s the essence of a brand identity?
A brand identity, whether yours or someone else’s, is made up of all of the various characteristics, values and attributes that define a brand and distinguish it from others. It should convey a unique and memorable brand image, through a variety of visual and textual elements. In turn all of these should resonate with your target audience and create a lasting, positive impression.
How much does it cost to develop a brand identity?
The cost of developing a brand identity can vary tremendously, depending on how much you plan to depend on external experts to assist you with building it. Each step of the process, from research to creation, and implementation could cost from several hundreds of dollars, to several hundred thousand.
What’s the ROI of brand identity?
The ROI of brand identity can be challenging to quantify, however it can have a significant impact on your bottom line. A strong brand identity can help you:
- Increase brand awareness and recognition
- Build customer loyalty
- Attract and retain top talent
- Increase sales and profitability
- Charge premium prices
What’s an example of a brand identifier?
A brand identifier is any component that helps individuals distinguish your brand. This could include your logo, tagline, variety palette, typography, imagery or even your brand name.
What’s the brand identity, behind a huge brand like Coca Cola?
Coca-Cola’s brand identity is based on the concepts of happiness and togetherness. They also often involve the feeling of refreshment and quenching thirst. This huge, global brand employs a consistent variety palette, predominantly red and white to summon the energy, excitement and positivity behind its brand. Coca-Cola’s messaging focuses on the delight of sharing moments, via campaigns like it’s famous “Taste the Feeling.”
What are some of the best ways to represent brand identity?
- Consistent visual identity: Use a cohesive variety palette, typography and logo across all platforms to create a recognizable visual identity. The best brand identity examples all do this.
- Clear messaging: Develop a compelling tagline and brand story that mirror your values and mission.
- Unique voice and tone: Maintain a consistent voice and tone in all communications, whether formal, cordial or humorous. There’s no set in stone voice, each brand voice is unique.
- Quality content: Produce top caliber, relevant content that aligns with your brand’s values.
- Customer experience: Give a seamless and positive customer experience that reflects your brand’s promises.
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