1. The TOP 5 Aspects of a Successful Brand
03 Message
01 Relevance
05 Consistency
02 Audience
04 Visual
Identity
25
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

2. 04: VISUAL IDENTITY
People attribute personality to services
and products based on their appearance
and how they interact.
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library
- Photos
- Illustrations
26
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

3. 04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
TRY IT!
Can you identify the following
RETAIL CHAINS based on a part
of their logo graphic…
• Color Use
• Typefaces
• Visual Library
- Photos
- Illustrations
27
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

4. 04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
Keeping your logo graphic from
being distorted enhances its
ability to be recognized
quickly and easily.
• Color Use
• Typefaces
• Visual Library
- Photos
- Illustrations
28
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

5. 04: VISUAL IDENTITY Protect your brand
from an early demise…
Don’t mess with the logo.
The
Stretched The
Low
or
Squished The
Tilted The
Re-colored The
Retyped Resolution
logo logo logo logo logo
29
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

6. 04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
• Color Use
TRY IT!
Match these restaurants
with their brand colors…
Pizza Hut Chili’s
IHOP Dunkin Donuts
KFC Burger King
Starbucks Taco Bell
• Typefaces
• Visual Library
- Photos
- Illustrations
30
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

7. 04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
• Color Use
Using your organization’s
color palette reinforces your
established brand
• Typefaces
• Visual Library
- Photos
- Illustrations
31
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

8. Serif Ex: Times, Georgia
• Most easily read typefaces
04: VISUAL IDENTITY • Good for use in paragraph text
• 12-14pt (14pt is ideal for older
audiences).
Elements of a Brand Identity:
• Logo Graphic Sans-Serif Ex: Arial, Trebuchet, Verdana
• Color Use • Great to show contrast for
headlines, subheads and
call-out text.
• Typefaces • Usually used 2pt larger than
paragraph text.
Establish a consistent set of
typefaces (fonts) that you use
in your materials… and stick Display Ex: Trajan, Papyrus, Comic Sans
with them! • Good for conveying a theme
• Mostly used sparingly for
headlines, where they can be
• Visual Library displayed at 18pts or larger.
• Always test for readability!
- Photos
- Illustrations
Script Ex: Mistral, Holly
• Can be VERY difficult to read.
• Not for paragraph text.
• Alternate idea: Use italicized
versions of traditional fonts.
32
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

9. Photos:
04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library
Compile a library of stock images
and photos that you have taken
on your own. Reuse illustrations
and icons across your materials.
Illustrations:
33
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.