Identity

It’s the way people know who you are and what you’re about. A strong, clear, consistent identity means people recognize you whether you show up in their inbox, their mailbox or on the street.

 

Visual identity

The way you portray yourself visually sends a signal about who you are that starts a conversation before you say a word.

Visual Identity

Logo

A strong logo encapsulates your identity so that you can be recognized instantly wherever it shows up.

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Visual Identity

Mood board

You can communicate what you value and how you see the world through the visual mood you create.

Visual Identity

Color

The way you use color can help people relate to your message, underscoring points and differentiating ideas.

Visual Identity

Typography

The typefaces you use not only reflect your personality, the show your commitment to making your message accessible.

Visual Identity

Systems

A visual system ties together all the ways you interact with people, so they always know communications that come from you.

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Verbal identity

Your vocabulary, tone and style—even your name—come together to define a consistent “voice” that you can use and modulate for every conversation, while ensuring people hear you as authentic.

 

Verbal identity

Naming

Your name is the core of how people know you. It should reflect enough about who you are for people to set basic expectations about you. Whether your name is descriptive (just saying something about what you do), evocative (giving people a sense of what you’re about by drawing on a common idea or concept), or derivative (belonging to a larger system of names or entities), your name will telegraph certain things about you to your audience that shape how they approach and interact with you.

 

Verbal identity

Voice

Whether you use lots of syllables or short, punchy words to drive home your point, you can convey your organization’s character and priorities through the words that you choose. The tone you choose can convey how accessible you are, what degree of professionalism you bring, and what kind of relationship your audience might expect to have with you. Are you buttoned up, with grammatical precision that would make Oxford proud? Or do you play a little fast and loose with phrases and participles dangling? Your stylistic choices signal how serious, playful, or even feisty your organization wants to be seen.

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Identity

Communications