What is a Brand System?

A Brand System is how design elements work together to visualise a brand. A strong one is the backbone of a solid corporate identity.

Image by Polleni Branding Agency

A Brand System is a collection of design elements that together make a meaningful unit. Combined, they allow all your communication to speak in one consistent voice.

All of these touch-points are connected and form a complex — but coherent — representation of your brand. When we create a brand system we include:

See here for some examples of brand systems in use.

• Logo: an image, text or shape that when combined depicts the name and purpose of your company. On a deeper level, it has to convey the attributes, values and personality of your company too.
• Brand Colour Palette: a unique colour combination that expresses the personality of your brand.
• Brand Font: a set of fonts that convey the personality of your brand. Different fonts evoke different emotions, so choosing them is an art. There are three main groups — serif, san serif and script.
• Brand Mark: a graphical symbol which becomes the primary visual signifier of a brand.
• Brand Pattern: a pattern made from elements of the Logo, Brand Mark or other graphical assets generated in the production of a brand identity.