Brand identity encompasses all the visual aspects associated with a company, including its font, color scheme and logo. If you asked people from around the world to tell you what came to mind concerning McDonald’s, many would likely bring up the famous golden arches. Similarly, most consumers would probably mention the distinctive “swoosh” logo and capped name when asked to conjure a mental image associated with Nike shoes.
Some people also extend the definition of brand identity to mean a company’s personality and what makes it stand out from other options. For example, Lush Cosmetics sells bath and beauty products, but it differentiates itself in the marketplace by focusing on handmade items that don’t get tested on animals. Each product even has the name of the person who made it, complete with a cartoon likeness.
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