Visual Identity Redesign: Logo, Colors, and Typography
Visual identity is how your brand looks.
It includes logo, color palette, typography, imagery style, and the system that ties them all together. A strong visual identity creates recognition, communicates brand personality, and differentiates from competitors at a glance. When visual identity is working, customers recognize your brand across any context or medium.
This guide covers the visual identity redesign process from strategic foundation through execution.
What Is Visual Identity?
Core Elements
Visual identity encompasses several interconnected elements that work together to create your brand's visual expression.
Logo serves as the primary mark representing your brand. It may include a symbol, wordmark, or combination of both. The logo is the most recognizable visual element and appears across all applications.
Color palette includes primary and secondary colors that define brand appearance. Colors create emotional associations and help customers recognize your brand even without the logo present.
Typography encompasses the typefaces and type treatments used across all communications. Typography affects readability while also communicating brand personality through font choices.
Imagery style defines the approach to photography, illustration, and iconography. This includes the look and feel of all visual content beyond logo, color, and type.
Graphic elements include patterns, shapes, and textures that support the visual system. These elements provide flexibility in applications while maintaining cohesive brand expression.
Visual Identity vs. Brand Identity
Visual identity and brand identity are related but not synonymous. Visual identity is how the brand looks, encompassing all visual elements that customers see. Brand identity is the complete system including visual, verbal, and experiential elements that together define how the brand is perceived.
Visual identity is a subset of brand identity, not a replacement for it. Strong visual identity expresses the broader brand identity through visual means.
When Visual Redesign Is Needed
Legitimate reasons for visual redesign include visual elements that look dated compared to competitors and contemporary expectations. Current identity may not reflect brand positioning if the business has evolved. Merger or acquisition may require new identity that represents the combined entity. A rebrand that includes visual changes requires visual identity development. The visual system may have become inconsistent over time as different people created materials without clear guidelines.
Questionable reasons for visual redesign include new leadership with personal preferences that differ from current identity. Competitors updating their identity does not mean you need to update yours. Following design trends creates work without strategic necessity. General restlessness or desire for change without clear business justification wastes resources.
Logo Design
Logo Types
Wordmarks present the brand name in distinctive typography. Examples include Google, Coca-Cola, and FedEx. The wordmark makes the name itself the visual identifier.
Lettermarks use initials or abbreviation as the visual mark. Examples include IBM, HBO, and NASA. Lettermarks work well when names are long or when initials have become widely recognized.
Symbols or icons are abstract or representational marks without text. Examples include Apple, Nike, and Target. Symbols can achieve powerful recognition but require significant brand building.
Combination marks include both symbol and wordmark together. Examples include Adidas, Starbucks, and Lacoste. Combination marks provide flexibility to use elements together or separately.
Emblems integrate text into a symbol or badge design. Examples include Harley-Davidson, the older Starbucks logo, and NFL. Emblems create unified marks but can be less flexible at small sizes.
Logo Design Principles
Simplicity creates logos that are more recognizable and versatile. A useful test is whether you can describe the logo in a single sentence. Complex logos lose clarity at small sizes and are harder to remember.
Memorability ensures the logo is distinctive enough to remember. Test this by asking whether you could draw the logo from memory after seeing it. Memorable logos have distinctive features that stand out.
Timelessness means avoiding trendy elements that will date quickly. Ask whether the logo would feel dated in ten years. Classic approaches age better than fashionable ones.
Versatility requires the logo to work across sizes and applications. Test whether it functions at sixteen pixels for a favicon and on a billboard. Logos must work in many contexts.
Appropriateness ensures the logo fits the brand and category. Ask whether it feels right for who the brand is. A playful logo may be wrong for a serious business, while a stiff logo may be wrong for a creative company.
Logo Redesign Approaches
Evolution refines the existing logo while maintaining recognition. This approach is appropriate when the current logo has equity and needs updating rather than replacing. The goal is modernization without losing what customers recognize.
Revolution involves complete logo replacement. This approach is appropriate when the current logo is fundamentally broken or the rebrand is comprehensive enough that new identity is needed.
Evolution examples include Starbucks simplifying the siren over time while maintaining the core image. Shell streamlined the shell shape while keeping it recognizable. Mastercard reduced to overlapping circles, eventually dropping the name entirely. Each evolution maintained recognition while modernizing the mark.
Logo Variations
A complete logo system includes multiple variations for different contexts.
Primary logo is the full, preferred version used whenever possible. Secondary logo provides an alternative arrangement or simplified version for contexts where the primary does not work. Icon or favicon is a symbol-only version for small digital applications. Mono versions provide single-color versions in black, white, and reversed on dark backgrounds. Clear space requirements specify minimum space around the logo to protect its integrity.
Color Palette
Color Psychology
Colors carry associations that affect how customers perceive your brand.
Blue suggests trust, stability, and professionalism. Red conveys energy, urgency, and passion. Green evokes growth, nature, and health. Yellow communicates optimism, warmth, and caution. Purple suggests luxury, creativity, and wisdom. Orange projects friendliness, confidence, and enthusiasm. Black conveys sophistication, luxury, and authority. White suggests simplicity, cleanliness, and purity.
These associations are generalizations rather than absolutes. Context and culture significantly affect perception. A color that conveys one meaning in isolation may convey something different when combined with other elements or presented to different audiences.
Building a Color Palette
Primary colors are the one to two colors that dominate brand presence. These are the colors most associated with the brand and appear most frequently.
Secondary colors are the two to four colors that complement primaries. They provide flexibility while maintaining brand cohesion.
Neutral colors include grays, blacks, and whites used for text and backgrounds. These workhouse colors support the brand colors without competing with them.
Accent colors are occasional colors used for specific purposes. They add variety for special applications without becoming part of the core palette.
Color Specifications
Document colors precisely to ensure consistent reproduction across all applications.
Hex codes specify colors for digital applications in format like number sign followed by six characters. RGB values specify colors for screen display with three numbers representing red, green, and blue channels. CMYK values specify colors for print with four numbers representing cyan, magenta, yellow, and black. Pantone provides standardized color matching for consistent printing across different print providers.
Color Accessibility
Contrast requirements ensure text is readable against backgrounds. WCAG 2.1 AA standard requires 4.5 to 1 contrast ratio for normal text. Large text requires minimum 3 to 1 contrast. Test color combinations against accessibility standards.
Color blindness consideration ensures your palette works for all users. Do not rely on color alone to convey meaning. Test palette with color blindness simulators. Ensure sufficient value contrast between colors so they remain distinguishable even if hue cannot be perceived.
Typography
Typeface Categories
Serif typefaces have small lines at letter ends. They feel traditional, authoritative, and trustworthy. Examples include Times New Roman, Georgia, and Garamond.
Sans-serif typefaces have no serifs. They feel modern, clean, and approachable. Examples include Helvetica, Arial, and Futura.
Display typefaces are decorative fonts for headlines. Their feel varies widely depending on design. Use sparingly for specific purposes rather than body text.
Monospace typefaces have fixed-width characters. They feel technical and code-like. Examples include Courier and Monaco.
Typography System
Primary typeface is the main typeface used for body copy and most text throughout brand materials.
Secondary typeface provides contrast for headlines or emphasis. Pairing a serif with a sans-serif or vice versa creates visual hierarchy and interest.
System fonts serve as fallbacks when brand fonts are unavailable. Specify alternatives that approximate your brand typography when custom fonts cannot load.
Typography Specifications
Document typography standards to ensure consistent application.
Font weights specify which weights to use for different applications. Size scale establishes heading and body size relationships. Line height specifies spacing between lines for readability. Letter spacing provides tracking adjustments for headlines or body text. Paragraph spacing defines space between paragraphs.
Web Typography
Font selection for web requires additional considerations. Licensing must permit web use. File size affects loading performance. Availability through Google Fonts, Adobe Fonts, or self-hosting affects implementation. Fallback fonts must be specified for when brand fonts fail to load.
Imagery Style
Photography Direction
Define the style of photography used across brand materials.
Style descriptors establish the overall feel. Is photography candid or staged? High contrast or soft? Saturated or muted? Documentary or aspirational?
Subject guidelines specify how different subjects are photographed. How are people depicted? What contexts show products? What settings and moods define environments?
Technical standards ensure quality and consistency. Minimum resolution prevents pixelated images. Aspect ratios standardize image proportions. Color treatment creates consistent look across all photography.
Illustration Style
If the brand uses illustration, define the approach clearly.
Style definition covers line weight, color application, level of detail, and perspective and dimension. These specifications ensure illustrations feel cohesive across different artists and applications.
Illustration uses clarify where illustrations appear. Icons and UI elements, marketing materials, and diagrams and infographics may each have different illustration approaches while maintaining overall consistency.
Iconography
Icon style establishes whether icons are line or filled, rounded or sharp, and what weight and consistency they maintain.
Icon library defines core icons used throughout the brand. Style guide enables creation of new icons that match existing ones. Animation considerations apply if icons will be animated in digital contexts.
The Visual Identity System
Creating Cohesion
Individual elements matter less than how they work together as a system.
Visual system elements include how colors combine with each other. Type and image relationships create hierarchy and emphasis. Spacing and proportion systems create consistent rhythm. Grid and layout conventions organize content consistently across applications.
Brand Guidelines Document
Document the visual identity system completely so anyone can apply it correctly.
Contents should include brand overview and positioning context. Logo specifications and usage rules explain how to use the mark correctly. Color palette and application show colors and when to use each. Typography system and usage cover fonts and their application. Imagery style and direction provide guidance for visual content. Applications section shows examples and templates. Mistakes section highlights common errors to avoid.
Templates and Assets
Provide practical tools that enable correct brand application.
Digital assets include logo files in vector and raster formats, color swatches for design software, font files or access information, icon library, and template files.
Templates enable consistent creation. Presentation templates, document templates, social media templates, and email templates allow anyone to create on-brand materials.
Visual Identity Redesign Process
Phase 1: Discovery
Research establishes the foundation for design decisions. Audit current visual identity to understand what exists. Study the competitive visual landscape to identify differentiation opportunities. Understand industry conventions and target audience expectations.
Strategic alignment ensures visual identity supports business goals. Review brand positioning to understand what visual identity must communicate. Define success criteria that will guide design decisions.
Phase 2: Concept Development
Exploration generates multiple creative directions. Develop different approaches rather than refining a single idea immediately. Create mood boards for each direction showing inspiration and aesthetic. Develop initial logo concepts that express different approaches.
Direction selection narrows to the most promising approach. Present options to stakeholders. Evaluate against criteria established in discovery. Select direction for refinement.
Phase 3: Refinement
Logo development takes the selected concept to completion. Refine the design through iteration. Develop variations for different applications. Test across applications to ensure versatility.
System development expands from logo to full identity. Finalize color palette. Select typography. Define imagery direction.
Phase 4: System Build
Complete documentation captures the entire system. Create comprehensive brand guidelines. Build the asset library. Develop templates for common applications.
Testing validates the system works. Create application mockups showing identity in use. Test digital implementation for technical issues. Proof print materials for color accuracy.
Phase 5: Launch
Rollout execution implements the new identity. Follow the implementation checklist. Distribute assets to everyone who creates brand materials. Provide training and education on using the new identity correctly.
Visual Refresh vs. Redesign
When Refresh Is Sufficient
Visual refresh is appropriate when the core identity is strong but needs updating. Recognition should remain intact after the refresh. Budget or timeline may be limited. Positioning has not changed fundamentally.
Refresh scope includes logo refinement rather than replacement. Color palette updates modernize while maintaining recognition. Typography modernization improves digital performance. Tightening inconsistencies creates more coherent system.
When Full Redesign Required
Full redesign is appropriate when current identity is fundamentally dated. Brand positioning may have changed significantly. Merger or structural change may require new identity. Visual identity may simply not fit the brand anymore.
Redesign scope includes new logo development. Complete color palette is developed fresh. New typography system is selected. Updated imagery direction is established.
See rebrand vs. refresh for detailed comparison of these approaches.
Common Visual Identity Mistakes
Following Trends Too Closely
Trendy design dates quickly. Examples of dated trends include skeuomorphic design from the early 2010s, long shadows from mid-2010s, and heavy gradients from the late 2000s. Each seemed contemporary when popular but now signals its era.
The solution is choosing classic over trendy. Ask whether the design will feel dated in five years.
Too Many Elements
Complex systems are hard to maintain consistently. Different people create materials that drift from the intended identity because the system has too many options.
The solution is simplification. Fewer colors, fewer fonts, and cleaner systems are easier to maintain.
Insufficient Flexibility
Identity that only works in one application fails when applied elsewhere.
The solution is designing for range. Test across sizes, contexts, and applications during development.
Ignoring Digital
Identity designed for print that does not work on screen fails in our digital world.
The solution is designing digital-first. Test on screens at actual sizes. Ensure colors and typography work in digital contexts.
Poor Documentation
Beautiful identity with unusable guidelines results in inconsistent application.
The solution is documenting thoroughly with clear examples, rules, and guidance that anyone can follow.
Working with Designers
Finding the Right Partner
Evaluate potential design partners based on relevant portfolio work that demonstrates capability in your category. Look for strategic capability beyond just aesthetics. Understand their process and methodology. Assess communication style and cultural fit. Check references.
Providing Effective Briefs
Good briefs include business context and objectives that explain why the work matters. Target audience information helps designers understand who will experience the identity. Brand positioning and personality define what the identity must communicate. Visual preferences and dislikes provide direction without being prescriptive. Practical requirements and constraints establish parameters. Success criteria define how the work will be evaluated.
Managing the Process
Client responsibilities include providing clear and timely feedback. Consolidate stakeholder input so designers receive unified direction. Maintain decision-making authority so work progresses. Keep realistic expectations about timeline and iteration.
Feedback best practices include explaining why something does or does not work, not just what to change. Refer back to brief and criteria when evaluating work. Be specific and constructive. Consolidate feedback from multiple reviewers before sharing with designers.
The Bottom Line
Visual identity is what people see. It creates first impressions and ongoing recognition.
Successful visual identity reflects brand strategy and positioning. It creates recognition and differentiation from competitors. It works across all applications from digital to print to environmental. It is documented and maintainable by people beyond the original designers. And it can evolve over time as the business grows.
Visual identity does not make a brand. But it makes the brand visible.
Planning a visual identity redesign? Book a free CRO audit and we'll assess your current visual presence, identify what's working, and help you plan visual identity that communicates your brand effectively.
