Every successful brand needs a unique visual identity to be recognised. A logo and a design manual form a dominant part of it, defining the visual elements of the brand.
It’s essential to listen to the client when creating their logo and visual identity, considering the brand DNA and its target audience. The logo has to be memorable, unique, timeless, and flexible.
However, the visual identity of a brand also contains additional elements, making it recognisable even without the logo. This is accomplished by a design manual. Other than the use of the logo itself, it defines the colours, fonts, patterns, icons, and other elements.