Column Five Brand Identity Toolkit
Column Five Brand Identity Toolkit
Column Five Brand Identity Toolkit
Identity
Toolkit
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Table of
Welcome to your ultimate brand
identity toolkit. These templates,
exercises, and checklist make it easy
Contents
to design a beautiful brand identity
that outshines your competition,
connects with customers, and
communicates who you really are.
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Core Identity This details the foundational
elements of your brand.
Business name
Value proposition What unique value do customers get from purchasing your product/service?
Key messaging What are your main selling points or messaging pillars?
Logo
Color palette
Typography
Typography: What
dominant typefaces do they
use (serif vs. sans serif )?
What weights do they use
(light, regular, bold)?
_________________ _________________
Typography: What
dominant typefaces do they
use (serif vs. sans serif )?
What weights do they use
(light, regular, bold)?
Takeaways
strong and unique identity to compete.
Brand Attributes
Spectrum Exercise
Use this exercise to identify the
core attributes you want your brand
identity to communicate.
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Step 1
It’s best to do this with everyone in the
Gather your same room (virtually or in person).
brand team.
Step 2
copy this chart onto a they think your brand falls on each
spectrum below.
white board or shared Note: Work off of one shared chart. It’s especially helpful if each
person uses a different color pen. This way you can “see” your
Exclusive x x xx Accessible
Exclusive Accessible
Traditional Progressive
Corporate Friendly
Understated Bold
Simple Complex
Familiar Disruptive
Realistic Idealistic
If you don’t like the exact words listed on the chart, choose the
ones that best describe your brand. These will be the words you’ll
use to build your visual identity.
Attribute 1
Attribute 2
Attribute 3
Attribute 4
Attribute 5
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Project name
Project overview
Goal
Success metrics
Key stakeholders
Target audience
Key messages
Budget
Timeline
Specs
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Logo: Design a logo that reflects your brand personality.
Ensure logo design works for web and print.
Test that it renders well at small sizes.
Created by
brands find and tell their best stories to drive real results.
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