14 Brand identity examples and ideas to inspire you

Whether or not you really do taste the difference between Pepsi and Coca-Cola, there’s a lot more than taste that sets these two beverage brands apart.

It’s the tale of two brands that don’t compete just on a product level but on brand identity—and that’s what we’ll delve into today.

A great brand with a strong identity stands out on the shelves (or web shop) like a lighthouse on a cloudy day. Meanwhile weak brand identities are only noticed when they throw themselves in front of consumers (and even then the impact might be limited).

It’s clear which one you want to be, but how do you create an “identity” for a brand?

For a second, let go of the thought that you’re doing this for a business. Imagine branding a person or shaping someone’s identity, Sims-style. What do they wear? What slang do they use?

Suddenly, brand identity entails all the elements of a brand that distinguish it in the consumers’ minds, such as color scheme, design, logo, tagline and more. With the right combination of those elements, not only will you differentiate your brand from competitors, but you’ll also create a sense of familiarity and trust with your audience.

A brand identity will generally consist of the following elements:

  • A clear vision and mission that align with your customer’s expectations
  • A unique logo that communicates your brand’s personality
  • A consistent color palette that resonates with your target audience
  • Typography and font choices that complement your brand’s message
  • Distinctive imagery that is associated with your brand
  • A compelling tagline that encapsulates your brand’s mission
  • An authentic tone of voice that reflects your brand values


Here’s a summary of our top brand identity examples:

BrandBrand identityBrand Tone of Voice (ToV)Colors and visual featuresTarget audience
AppleRevolutionary, premium, minimalistEmpowering, individualistic, forward-thinkingMonochromatic apple logo, sleek aestheticsTech-savvy consumers, status-conscious individuals
LEGOFun, imaginative, creativePlayful, innovative, inclusiveBold, primary colors, playful imageryWide demographic – children to adults
NikeAmbitious, inspiring, athleticMotivating, aspirational, perseverantSleek, modern design with heavy emphasis on athleticsSports enthusiasts, active lifestyle individuals
Coca-ColaConsistent, positive, universalHappy, sharing, universally connectingRed-and-white color scheme, classic bottle designGlobal audience, all age groups
MOMAHealthy, convenient, innovativeConversational, enthusiastic, empoweringFresh and vibrant, with clean lines and popping colorsHealth-conscious consumers, busy individuals seeking quick yet nutritious meals
StarbucksComforting, consistentWarm, welcoming, community-orientedWarm color palette, consistent café designCoffee enthusiasts, people seeking a ‘third place’ outside of home and work
McDonald’sSimple, fun, consistentCheerful, approachable, universally enjoyableVibrant red and yellow color scheme, iconic golden archesGlobal audience, fast-food consumers
OddboxSustainable, quirky, community-focusedEthical, playful, freshVibrant, playful color palette, unique typographyEnvironmentally conscious consumers, those seeking fresh produce
Duvel BeerHistoric, playful, dedicatedBold, traditional, high-qualityMuted color palette, consistent bottle labelingBeer enthusiasts, people appreciating tradition and quality
MailChimpFriendly, accessible, funHumorous, conversational, helpfulBright, bold colors, unique, playful fontsBusinesses needing email marketing solutions
ThursdayBold, spontaneous, directEngaging, straightforward, refreshingVibrant purple color, calendar page logoSingles seeking meaningful interactions, online dating audience
PatagoniaSustainable, activist, high-qualityResponsible, outdoor-oriented, inspiringMinimalist logo, earthy tonesOutdoor enthusiasts, environmentally conscious consumers
The Vegan SocietyReliable, inclusive, informativeAdvocacy-focused, supportive, authoritativeGreen and white theme, globally recognized Vegan TrademarkVegans, those interested in animal rights and vegan lifestyle
IKEAAffordable, functional, for everyoneFriendly and simple,  welcoming and relatable.The blue and yellow logo harks back to its Swedish roots; visuals are clean and minimalistic.Cost-conscious consumers who value good design and sustainability.

Want to know exactly how your brand would fit into this list? Get started with our brand perception template.

Position your brand perfectly for your target customers

Make sure you understand how you come across to your target audience—and where you need to focus brand-building work—so that you’re top of mind when they buy

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  1. Apple

Do we even need to explain how Apple’s identity works? The $3 trillion brand’s identity is built on innovation, simplicity and premium quality—characteristics it’s been famed for for decades.

Apple’s minimalist brand design, from its monochromatic Apple logo to the sleek aesthetics of its products and simple product names, reflects a commitment to simplicity and user-friendly design.

They make their identity an experience, whether you open the box of your new iPhone (why is that so satisfying?) or watch their revolutionary product launches. You see it in their unique store design resembling a modern tech haven, and the clean, aspirational feel of their advertising all contribute to the ‘premium’ perception.

Apple’s brand messaging also revolves around a simple yet powerful promise: empowering individuals through technology. Just think of their iconic tagline, “Think Different” (and maybe apply it to your own brand).

Key takeaway: well-executed simplicity is strong

Apple’s brand identity masterfully illustrates how companies can differentiate themselves in a crowded market. Not by adding whistles and bells but by taking them away. By prioritizing product design, focusing on user experience and consistently pushing boundaries, Apple has cultivated a loyal customer base that eagerly anticipates its next innovation.


LEGO’s brand identity is a testament to the power of imagination. The brand revolves around the joy of building and the creativity it nurtures. The simple, bold LEGO logo, vivid primary colors, and playful imagery all scream a sense of fun and innovation. LEGO has managed to appeal to a wide demographic – from children exploring their creative sides to adults indulging in nostalgic builds.

Key takeaway: clever designs can appeal to vastly different segments

LEGO demonstrates that a strong brand identity can transcend age demographics by tapping into universal human experiences like creativity and play. A well-executed brand identity, as seen with LEGO, can also create strong emotional connections with younger generations of consumers (like Gen Z), all the way to their adulthood.

3. Nike

Nike’s identity goes beyond their iconic swoosh logo. It even goes beyond whether or not people pronounce their name correctly—proving there’s a lot more to brand identity than ‘branding’.

Their vision, “To bring inspiration and innovation to every athlete in the world,” combined with a compelling tagline, “Just Do It,” has defined the brand’s identity around perseverance, ambition, and the spirit of athleticism.

From their TV ads featuring inspiring stories of athletes to their sleek, modern product designs and all the apps they provide consumers with, every element of Nike’s brand reinforces this vision.

Key takeaway: focus on what your customer wants to achieve

Aligning your brand’s vision with your target audience’s aspirations, as Nike does, can foster a deeper emotional connection with target customers. Moreover, Nike shows that a strong tagline can also be a powerful tool in establishing a brand identity. Even if everybody pronounces your name differently.

4. Coca-Cola

Coca-Cola’s identity is a masterclass in consistency and positivity. Centered around happiness, sharing, and universal connectivity, Coca-Cola’s brand has a timeless appeal.

The red-and-white logo and the curvy typography are instantly recognizable. Even if the typeface spells out your own name rather than Coca-Cola, you know that it’s their branding. The brand has maintained its classic bottle design over decades, creating a strong visual identity.

Their ad campaigns often showcase heartwarming moments of connection, further strengthening their position as a brand that brings people together.

Key takeaway: consistency is king

Coca-Cola exemplifies the power of consistency in branding elements and messaging. Over time, such consistency can really engrain your brand in popular culture and consumer minds, creating a legacy that extends beyond the product itself. After all, most people ask for Coke, not Pepsi.


MOMA brilliantly reflects a brand identity that communicates health, convenience, and innovation. Their brand aesthetic is accessible: it’s fresh and vibrant, with a focus on clean lines and bright, popping colors.

This design choice subtly reflects the brand’s commitment to providing quick, healthy breakfast options without sacrificing taste or quality.

While we’ve done sporadic topline brand awareness surveys in the past, this is a much more insightful, detailed way of understanding the impact of our marketing over time. And it’s been brilliant to know that we’ve got a dedicated team at Attest if we need any help or advice.

Natasha Thompson, Marketing Director, MOMA Foods

The brand’s key differentiator, the ‘craft oat’ concept, is conveyed through carefully designed packaging and branding elements that highlight the quality of the ingredients and the craft behind their products.

Their copy is creative but conversational: “No one gets left out.” This tone strengthens their position as a playful, innovative brand in the healthy breakfast space.

Key takeaway: focus on your USP

By developing a unique brand proposition (‘craft oat’), maintaining a vibrant aesthetic, and consistently conveying its USPs, MOMA has managed to carve out a unique space in the breakfast market. This strategy can inspire brands aiming to set themselves apart by turning common perceptions (like oats being boring) on their head.

6. Starbucks

Starbucks has cultivated a brand identity that’s not just about coffee but about the complete coffee experience. It’s all about treating yourself. Starbucks is the place to go to before work, between meetings, and after Pilates.

Their ‘third place’ concept—a relaxing and comfortable space between work and home—is reflected in their welcoming cafe design and warm color palette. Every Starbucks cafe around the globe retains a consistent look and feel, offering a familiar comfort to their customers.

Key takeaway: make even your chairs match your identity

Starbucks teaches us that a strong brand identity can be used to create a unique customer experience that resonates on a global level. Branding can be a tool to not just showcase your products but also to create a unique atmosphere that customers associate with your brand.

If you have physical stores or offices, make sure they match your identity as well.

7. McDonald’s

The McDonald’s brand is a study of the power of simple, fun, consistent branding. The golden arches are among the most recognized logos globally. The “I’m Lovin’ It” jingle, and the vibrant red and yellow brand colors, all work together to create a playful and approachable brand personality.

McDonald’s marketing efforts and campaigns consistently emphasize speed, convenience and a universally enjoyable fast-food experience. Like Coca-Cola, they’ve remained consistent over decades and are now reaping the benefits.

Key takeaway: a strong logo goes a long way

If you think that one element is more important than the other, think again. They all deserve your attention and love. Even something as ‘small’ as a logo. McDonald’s showcases the power of a memorable logo design and how it can create an instantly recognizable identity that transcends cultures and geographic boundaries.

8. Oddbox

Oddbox has carved out a distinctive brand identity that is sustainable, quirky and community-focused. They sell wonky fruit, so they made their brand identity match.

Their vibrant, playful color palette and unique typography capture attention, while the box in their logo subtly nods to their service—delivering boxes of ‘odd’ but perfectly good fruits and vegetables.

Oddbox’s strong environmental ethics and mission to combat food waste are front and center in their messaging, creating a brand personality that resonates with environmentally conscious consumers.

Key takeaway: extend your mission to your branding elements

Oddbox is a great example of how a brand can intertwine its operations, ethics and branding. In doing so, they’ve crafted a cohesive brand identity, that is not only distinctive but also makes consumers feel good about their purchases.

9. MailChimp

In the dry world of email marketing, MailChimp is a brand identity example that is known across all levels of marketers. It has established a brand identity that is friendly, accessible and fun. The name is easy to remember and, for once, tells you what you’re dealing with (more or less).

Their quirky, smiling chimp logo, whimsical illustrations and conversational tone of voice create a lighthearted and approachable brand image, which is why so many people are familiar with the tool.

Key takeaway: a friendly identity is always a good idea

MailChimp teaches us that even in industries traditionally seen as serious or technical, there’s room to inject personality and humor into your brand.

10. Thursday

Dating app Thursday has distinguished itself with a brand identity that is bold, spontaneous and refreshingly direct.

Their visual identity is characterized by a vibrant purple color, an easily recognizable logo resembling a calendar page with a bold ‘T’ (for Thursday) and straightforward imagery. But what’s really cool is their copy. It’s daring, straightforward, and playful—perhaps how they want their users to be.

Key takeaway: your copy is one of your most vital brand elements

Their billboards are as daring as their online and offline campaigns. Thursday is all about connections, and the best way to do that is by putting yourself out there. They’re certainly setting an example.

11. Patagonia

Outdoor apparel company Patagonia has a strong brand identity grounded in environmental activism and sustainable practices. Their minimalist logo of the Fitz Roy mountain skyline embodies the brand’s love for the outdoors and the planet in general.

It extends to their mission: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

Key takeaway: make your mission your identity

This is a brand identity example that shows you can have a humble visual brand identity design but a strong mission, and still make it work. Their commitment to environmental preservation permeates every aspect of their business and makes communication easier than ever.

12. The Vegan Society

The Vegan Society has brilliantly built a brand identity that is perceived as reliable, inclusive, and informative.

We sometimes get asked about the effect that the Trademark has on shoppers—for example, could it put non-vegans off purchasing a product? This research has shown that this is absolutely not the case—all kinds of shoppers recognize, trust, and actively seek out the Vegan Trademark.

This research has allowed us to gain some excellent leads and work with even more well-known brands. In turn, this increases our brand awareness, grows the business and charity, and helps us run even bigger campaigns. It’s a win-win situation!

Louisianna Waring, Senior Insight and Policy Officer at The Vegan Society

This is one of those brand identity examples that perfectly plays into who people want to be. Their website and social platforms are loaded with resources, ranging from vegan recipes to advocacy initiatives, all wrapped in a green-and-white visual theme that emphasizes health and vitality.

Key takeaway: make your identity about a lifestyle

Their consistent focus on education, advocacy, and the Vegan Trademark demonstrates the power of aligning brand identity with mission. For brands looking to gain trust and authority in their field, focusing on delivering value and maintaining consistency in your brand’s visual identity can go a long way.

13. IKEA

You can walk into any IKEA, anywhere in the world, and know exactly where to find the pillowcases. The Swedish home furnishings giant has constructed a remarkable brand identity centered around easy-to-use design and has even implemented this in the layout of their stores.

Yes, the iconic blue and yellow logo stands out, but the brand is most known for its functionality, sustainability, and affordability. And the ridiculous product names.

IKEA brand identity

Key takeaway: make your brand identity tangible

IKEA’s entire brand persona emphasizes the power of blending products, values, and customer experiences. From their DIY furniture to their stellar customer service, they make you feel like you’re in control and empowered–the type of friend we all need.

How can you craft a brand identity?

If you take all of the examples above into account, you see that creating a good brand identity, is much more than just designing your brand’s logo or choosing a color palette. Here’s what you should do to build a solid foundation.

Research your target audience

The foundation of a memorable brand identity lies in understanding your audience intimately. Delve into their demographics, preferences, needs, and behaviors to identify what resonates with them. And don’t be afraid to use that knowledge.

Define your brand vision and mission

Your brand vision and mission are the guiding principles that give your brand a sense of purpose and direction. It’s about why you exist, what you hope to achieve, and the value you aim to provide. With all other brand assets you create, you can ask yourself: does this match our brand message and what we stand for? That’s how you create a successful brand identity.

Craft and test your brand’s visual elements

Visual elements form the crux of your brand identity. This includes your logo, color palette, typography, and imagery. Each of these elements should align with your brand personality and should consistently represent your brand across all platforms.

For example, the dating app Bumble uses a bright, friendly yellow as its primary brand color, reinforcing its warm and empowering brand persona. Meanwhile, their logo—the Queen Bee—emphasizes the app’s mission to shift old-fashioned power dynamics in dating.

Don’t forget to test your elements with your audience. Our creative testing templates will help you on your way.

Establish your brand’s tone of voice

It’s not about what you say but how you say it. Are you formal or casual? Professional or friendly? Irreverent or serious?

One of the key elements of your brand guidelines should include copywriting instructions. Your tone of voice should be consistent across all communication channels, even internally.

Do check out this article on copy testing to get some fresh insight on brand voice and finding the right words.

Don’t forget to also create a compelling tagline. Ours is growth without guesswork. Keep it short and sweet to

Set goals and measure success for your brand identity

We’re not creating brand identities for fun. Okay, maybe a little. But your brand identity should really be designed with specific, measurable objectives in mind, whether that’s to increase brand recognition, enhance brand loyalty, or to reposition your brand in the marketplace.

Start by identifying what you want your brand identity to accomplish. Do you want to stand out from the competition? Attract a new demographic? Reinforce your brand values? Each of these objectives will influence your branding decisions and will serve as the metric against which you gauge your brand strategy success.

With our brand tracker, you’ll always know where you stand.

Make your brand top-of-mind for your target customers

By understanding how your target customers think about your brand (and your competitors’) you’ll know what you need to do to make them choose you. Get started tracking your brand with Attest.

Learn more

Develop your brand identity with Attest

Creating a brand identity is only the first step. To ensure its effectiveness and remain aligned with consumer expectations, you need to track its performance and adapt accordingly. Our brand tracker can help you do just that with ease. Understand how your audience perceives your brand, measure brand awareness, and track changes over time.


1. What is a brand identity?

A brand identity comprises the visible elements of a brand (such as color, design, and logo) that the consumer associates with it. It also entails things like a brand’s purpose and mission.

2. How can I develop a strong brand identity?

Developing a strong brand identity involves understanding your target audience, defining your brand vision and mission, crafting your brand’s visual elements, establishing your brand’s tone of voice, and creating a compelling tagline. Consumer research is a crucial part of this.

3. What is the ROI of brand identity?

The ROI of a strong brand identity can be seen in increased customer loyalty, higher brand awareness, and improved overall brand perception, leading to an increase in sales and profitability.

4. How much does it cost to build a brand identity?

The cost to build a brand identity varies greatly depending on the scope of the project and the chosen branding agency. It can range from a few thousand dollars for small businesses to hundreds of thousands for large corporations. For detailed pricing information, please visit our pricing page.

Sam Killip

VP Customer Success 

Sam joined Attest in 2019 and leads the Customer Research Team. Sam and her team support brands through their market research journey, helping them carry out effective research and uncover insights to unlock new areas for growth.

See all articles by Sam