Regardless of the size of a company or the nature of a business, there are certain ideals that characterize the best brand identities. They hold true whether the brand identity project is about launching an entrepreneurial venture, creating a new product or service, repositioning a brand, working on a merger, or creating a retail presence. A fairly common list of criteria for brand identity looks something like this.

An effective brand identity will;

Be bold, memorable and appropriate

Be immediately recognisable

Provide a clear and consistent image of the company

Communicate the company’s persona

Be legally protectable

Have enduring value

Work well across media and scale

Work both in black and white and in colour

Triscia 20/01/10

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