What a visual identity toolkit is and how to create one

When people talk about "visual identity", they often think it just means a logo. But it is actually much more than that. A visual identity is the full collection of images, colours, fonts and design elements that show the personality and values of your brand.

This guide will take you through the key parts of building a visual identity that can be used across everything from your website and social media to your packaging and printed materials.

Your brand logo

The logo is usually the first thing people remember about a brand. Logos can look simple, but creating one that is original, easy to recognise, and meaningful takes a lot of thought.

Things to keep in mind:

• Keep it simple: A clear and uncluttered logo is easier to remember, easier to resize, and works better in more places.
• Make it meaningful: Try to include something that reflects your brand's story or what it stands for. Avoid overused symbols.
• Prepare a few versions: Different situations call for different formats. It helps to have three versions: one with just a symbol, one with just text, and one that combines both.

Choosing your colour palette

Colours are powerful. They affect how people feel and what they think of your brand. For example, red often creates a feeling of energy or hunger, which is why many food brands use it.

Things to keep in mind:

• Make sure it is readable: Colours need to stand out from each other so text can be read easily, especially on screens.
• Stick to a few colours: Try not to use more than five. Using too many can be distracting or confusing.
• Understand colour meaning: Different colours mean different things to different cultures and audiences. It is worth doing a bit of research to get it right.

Picking the right fonts

Fonts are not just about style. They help set the tone for your brand. Serif fonts (the ones with little strokes on the ends of letters) feel more traditional and formal. Sans-serif fonts (without the strokes) feel cleaner and more modern.

Things to keep in mind:

• Use a font pair: Most brands use one font for titles and another for body text. Make sure they look good together.
• Match your brand's tone: Choose fonts that reflect your style, whether that is playful, serious, calm or bold.
• Keep it easy to read: Fancy fonts can be nice, but if people struggle to read them, they will lose interest quickly.

Using photography, graphics and illustrations

Images help people understand and connect with your brand. This includes photos of products, people using them, digital graphics, or hand-drawn artwork. A consistent image style helps people recognise your brand instantly.

Things to keep in mind:

• Stick to one style: Make sure all your images feel like they belong together. That includes the tone, colours, and layout.
• Use different types: Mix photos, illustrations and digital artwork so you have options for different projects.

Putting everything together

Building your visual identity might feel like a big task, but it is worth the time. Once you have all your design elements in one place, it becomes much easier to keep your brand looking consistent wherever people see it.

If you would like some help putting your visual identity together, we would be happy to support you. At Plenty of Stuff Studio, our team can help you create a strong and memorable look for your brand. Get in touch with us to learn more.

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Written by Frances Machattie

Written on Wednesday, 9 July 2025

Frances Machattie

Author

Frances is a graphic design and illustration graduate with a love for visual storytelling. She enjoys all things design, illustration and social media, bringing a fresh, creative approach to every project she works on. Outside of work, Frances enjoys travelling, rock climbing, and getting stuck into a good book, cup of tea in hand.

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