Branding: What are the core elements?

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A brand is more than just a name or a product; it's a multifaceted identity that leaves a lasting impression. The elements that make up a brand encompass both the visual and the intangible aspects. In this blog we explore the core elements of what makes up a brand, and how these aspects should be approached in the development stage.


A logo is a visual representation of your brand and serves as a critical element of your brand identity. Your logo is the face of your brand and the most recognisable symbol of your business. It is often the first thing people associate with your business. It should be simple, memorable, and aligned with your brand's personality. Think of it as your brand's visual signature.

Logos convey the essence and values of your brand and encapsulate the personality of your business and communicate your mission and vision.

A well-designed logo can make your brand easily identifiable in a crowded marketplace, provide consistency across all your branding materials, reinforcing your brand's image and message.

Here are some tips when developing a logo:

Simplicity: A simple logo is easier to remember and recognise.

Relevance: Ensure that your logo design is relevant to your business and industry.

Versatility: A good logo works across various mediums and sizes, from business cards to billboards. It should be scalable without losing its impact.

Memorability: A memorable logo leaves a lasting impression. It should be distinctive and unique.

Timelessness: Aim for a design that won't quickly become outdated. A timeless logo can serve your brand for years.


Colours are powerful communicators that evoke emotions, convey messages, and play a crucial role in branding. Your brand's colour palette should be carefully chosen to reflect your brand's personality and values. Consistency in colour usage across branding materials fosters brand recognition and reinforces brand identity, creating an emotional connection with the brand.

Colours are often used strategically to elicit specific emotional responses and convey a brand's personality and values. In theory, the choice of colours should align with the target audience's preferences and cultural associations to maximise the impact of the brand.


Typography, including fonts and typefaces also contribute to your brand's visual identity. The choice of fonts should be in line with your brand's character and should ensure readability and consistency in all written materials.

Fonts can significantly impact your brand's perception and recognition. By selecting the right fonts and adhering to best practices, you can create a consistent and effective typographic identity for your brand.

When choosing fonts, you should consider the following:

Serif vs. Sans Serif: Serif fonts have small decorative lines (serifs) at the ends of characters, conveying a sense of tradition and formality. Sans-serif fonts lack these lines and are often seen as modern and clean.

Font families: Fonts come in various families, offering different styles, weights, and variations. A font family should provide flexibility for different applications, from headlines to body text.

Readability: Always prioritise readability. Whether your brand uses decorative or minimalist fonts, ensure that the text is legible in all contexts, including on various devices and in print materials.

Consistency: Consistency in font usage is crucial for maintaining brand identity. Define a primary font for headlines and another for body text and stick to them across all brand materials.

Here are some best practice tips for choosing fonts:

Define a font palette: Establish a set of fonts for your brand and ensure that they are consistently used in all branding materials.

Consider scalability: Select fonts that are legible and maintain their integrity at different sizes, from small text on a business card to large signage.

Test across platforms: Verify that your chosen fonts render well on various devices and platforms to maintain a consistent brand image.

Pay attention to spacing: Kerning and letter-spacing can impact the readability and aesthetics of your text. Adjust them as needed to create visually appealing text.


Visual elements, such as photographs, illustrations, and graphics, are essential for conveying your brand's story. It encompasses a wide range of elements, including images, graphics, animations, and videos. The imagery you use should resonate with your target audience and align with your brand's message. Visual content is a powerful tool in creating and reinforcing your brand identity and plays a pivotal role in creating emotional connections, maintaining brand consistency, and reinforcing brand recognition.

Tone of voice

The words you choose and the way you express your brand's message are part of its tone of voice. It should reflect your brand's values and connect with your audience on a personal level. Whether your brand is friendly, professional, or authoritative, a consistent tone of voice is critical.

Tone of voice is the personality and style of communication your brand uses in its written and spoken messages. It's a critical element of your brand's identity, and it significantly impacts how your brand is perceived and remembered. The right tone of voice aligns with your brand's personality and values, ensuring that every interaction leaves a lasting impression on your audience.

The core elements of branding are the building blocks that construct a brand's identity, leaving a profound and lasting impression on its audience. From the simplicity and memorability of a well-designed logo to the strategic use of colours that evoke emotions, every element plays a crucial role in shaping a brand's personality and fostering affinity with a target audience.

For help with developing an effective brand, get in touch with our team today.