What's the difference between brand identity and visual identity?

As a professional designer, my answer would be that Brand identity and visual identity are closely related but distinct concepts.

Brand identity is the overall personality of a brand—it’s how a company wants to be perceived by its audience. It includes everything that defines the brand, like its values, mission, tone of voice, messaging, and the emotional experience it wants to create. It’s the “soul” of the brand and answers questions like, “What do we stand for?” or “How do we want people to feel about us?”

Visual identity, on the other hand, is the visual aspect of that personality. It’s the collection of design elements that represent the brand, like the logo, colors, typography, imagery, and even packaging. Visual identity is what people see and recognize instantly, but it’s just one part of the broader brand identity.

In short:

Brand identity is the what and the why—the essence of the brand.

Visual identity is the how—the way that essence is expressed visually.

They work together: a strong brand identity needs a clear visual identity to bring it to life, and a great visual identity is meaningless without the deeper foundation of a brand identity behind it.

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The difference between brand identity and visual identity—like the difference between a great Italian meal and the perfect presentation of each dish. Let me explain.

Brand identity is the heart and soul, the full personality of a brand. It’s what the brand stands for, how it feels, and what it wants to say to the world. Think of it like the essence of an Italian family restaurant—the warmth, the tradition, the feeling you get just walking in. Brand identity includes everything: the voice, the message, the values, and even the experience you have with it.

Visual identity is how that brand shows itself visually, like the dishes on the table. It’s what you see: the logo, colors, typography, imagery, and design elements that make the brand recognizable. If brand identity is the restaurant’s personality, then visual identity is the decor, the plating, and the look of the food—everything that creates a strong impression when you see it.

In short, brand identity is the big picture, the full character, while visual identity is the style and look that bring that character to life visually.