Brand Identity
Brand identity is the set of consistent elements by which a company is recognized, including its logo, brand colors and fonts, graphics, slogan, and writing style. It is used on both physical materials and in the digital space, including advertising banners, emails, cardboard packaging, and chatbot interfaces.
Example: The color of a button and the headline font in an email campaign are recognized faster than the logo itself. When these elements are brought together into a system, a subscriber recognizes the sender before even opening the email.