Visual Identity 101 — What You Actually Need (and What You Don’t)

The design world can be overwhelming—logos, mood boards, brand kits, typography packs. But most entrepreneurs over-invest in visual elements they don’t actually use.

Let’s simplify your visual identity so it’s functional, beautiful, and impactful—without the fluff.

What You Actually Need:

1. Primary Logo + Secondary Logo

• Your primary logo is used on your website header, business cards, etc.

• Your secondary logo (or submark) is a simplified version for smaller uses—like social profile images or watermarks.

2. Font Pairing
You don’t need ten fonts. You need two:

• One for headlines (bold, personality-driven)

• One for body text (clean and legible)

3. Color Palette
Stick to 5–7 total colors:

• 1–2 primary brand colors

• 1 accent color

• 1–2 neutrals

• Optional highlight colors for seasonal content

4. Photography Direction
Have a clear visual vibe: light and airy, bold and moody, candid lifestyle, etc. Use this direction across brand shoots, stock imagery, and content templates.

What You Don’t Need (Yet):

• A 100-page brand manual

• Ten logo variations

• Trendy elements that don’t align with your audience

• Custom icon packs unless your work is highly visual or app-based

The goal isn’t to look cool. The goal is to be memorable, aligned, and cohesive.

👉 Want a visual identity that fits your brand and drives conversions? Check out our branding packages or book a call to get started.