15 Brand Identities That Work (And What You Can Steal From Them)
A brand identity isn't a logo. It isn't a colour palette. It isn't a fancy font you bought online.
It's the entire gut feeling a person gets from your business. It's the visual language, the tone of voice, the core message, and the experience all rolled into one. It's a tool for getting a specific reaction from a particular person.
For entrepreneurs and small business owners, looking at Apple and thinking “I want that” wastes time. You can't have what they have. They earned it over 40 years.
What you can do is understand the thinking behind why these identities work. You can steal the strategy. Not the style.
This isn't a beauty contest. This is a teardown.
- Brand identity is the overall gut feeling and experience your business communicates, not just a logo or design.
- Four pillars of successful brand identities are clarity, consistency, memorability, and flexibility.
- Strong identities convey a specific perspective and engage customers, while casual trends can dilute your essence.
- Authentic brand representation can create loyalty, as seen in iconic companies like Nike and Apple.
What Makes a Brand Identity “Good”?
It has nothing to do with your taste. It has nothing to do with what’s currently trendy on design blogs.
An effective identity does a job. Full stop. It communicates who you are, what you do, and why anyone should care. And it does it in a fraction of a second.
A survey by HBR suggests that brands with consistent presentation are 3 to 4 times more likely to experience brand visibility. That’s not about having a pretty logo. It's about discipline.
The Four Pillars of an Identity That Doesn't Fail
Before we get to the list, know this. Every single successful brand identity is built on these four things. No exceptions.
- Clarity: It knows precisely what it stands for. It's not trying to be everything to everyone. It has a single, core idea. Strength. Simplicity. Rebellion. Whatever. But it's one thing.
- Consistency: It shows up the same way everywhere. The colours don't change. The tone of voice doesn't wobble. From the website to a social media icon to the packaging, it feels like it came from the same brain.
- Memorability: It sticks. It doesn't have to be clever or complex. It must be distinct enough to carve out a tiny space in someone's overcrowded mind. A simple Swoosh is more memorable than a hundred intricate crests.
- Flexibility: It has to work. It is on a business card, an app icon, on the side of a lorry, and embroidered on a shirt. A great identity is a system that can adapt without breaking.
If your identity fails on any of these, it's failing.
The List: 15 Brand Identities Dissected, Not Just Admired
Right. Here they are. We're not just going to praise them. We will break down the “why” and give you a lesson you can use.
1. Nike: The Masterclass in Attitude
The Gut Feeling: Victory. Power. Grit. It tells you to stop complaining and get on with it.
The “Why”: People think the Nike brand is the Swoosh. It's not. The Swoosh is just the container for the real identity: the “Just Do It” philosophy. The name itself comes from the Greek goddess of victory. Everything they do—from their confrontational ads to sponsoring elite, often controversial, athletes—reinforces this one idea of relentless, unapologetic striving. The typography is usually bold, loud, and in your face. The photography is raw and sweaty, not polished. It's a complete system of attitude.
The Lesson for You: Don't sell a product. Sell a point of view. What do you believe? Your identity should be the uniform for that belief.
2. Apple: The Religion of Simplicity
The Gut Feeling: Smart. Creative. Effortless. It makes you feel like you're part of an exclusive club for people with good taste.
The “Why”: Apple's identity is one of the most disciplined in the world. The genius isn't the logo; it's the obsessive consistency. The minimalist aesthetic, the acres of white space, the simple sans-serif fonts, the product naming convention (iPhone, iMac, iPad), the packaging—it's all one seamless experience. They stripped away everything non-essential and have stuck with it for decades. Their identity is less about a logo and more about the absence of clutter.
The Lesson for You: Your brand identity is your user experience. If your promise is “simplicity,” your website, product, and communication must be ruthlessly simple. You have to live it.
3. Coca-Cola: The Time Machine
The Gut Feeling: Happiness. Nostalgia. Tradition. Christmas. Summer.
The “Why”: Coca-Cola has been around for over 135 years. Their identity is a masterclass in protecting core assets. The “Spencerian” script logo is virtually unchanged. The “Dynamic Ribbon” is instantly recognisable. The specific shade of red—Coke Red—is theirs. They don't mess with the formula. While advertising campaigns change, these core identity elements are sacrosanct. They own a colour and a script. That's branding territory you can only conquer with time and discipline.
The Lesson for You: If you have an element that works, protect it with your life. Don't change it because you're bored with it. You see it every day. Your customers don't.
4. FedEx: The Hidden Genius
The Gut Feeling: Reliable. Fast. Professional. It will get there.
The “Why”: Everyone loves to point out the arrow hidden between the ‘E' and the ‘x' as a clever design trick. And it is. But that's not the whole story. The real strength is the colour-coded system. Express is Orange. Ground is Green. Freight is Red. It's a brand architecture that communicates the service type instantly, creating clarity for customers and employees. It's a ruthlessly efficient visual system for a ruthlessly efficient business.
The Lesson for You: Your identity can do real work. It can communicate information and make choices easier for your customers before they've even read a word.
5. Caterpillar: Unshakeable Strength
The Gut Feeling: Tough. Durable. Unstoppable. The real deal.
The “Why”: CAT is a B2B brand that bleeds authenticity. The simple, bold, blocky wordmark. The industrial yellow. It feels like it was forged from steel and was not created in a design studio. This identity is so strong and authentic that it has successfully crossed into fashion and footwear. People wear the CAT logo on a boot because it transfers that feeling of rugged durability to them. That's the power of a clear, potent identity.
The Lesson for You: Own your niche. Don't soften your edges to appeal to a broader audience. The power is in the focus. Your die-hard fans will turn your identity into a badge of honour.
6. Chanel: The Definition of Luxury
The Gut Feeling: Timeless. Elegant. Expensive. Classy.
The “Why”: Chanel's identity is built on two things: the story of its founder, Coco Chanel, and ferocious discipline. The interlocking Cs, the simple black and white palette, and the specific serif font. It has barely changed. They communicate through minimalism and restraint. They don't shout. They don't follow trends. Their refusal to be easily accessible is the brand strategy. The identity reflects this perfectly.
The Lesson for You: What you don't do is as important as what you do. A great identity often comes from saying no. No to more colours. No to new logos. No to changing things.
7. Guinness: A Story in a Glass
The Gut Feeling: Patience. Heritage. Quality. Worth the wait.
The “Why”: The Guinness identity is inextricably linked to the product experience. “Good things come to those who wait” wasn't just a clever ad slogan; it reframed the product's main “flaw”—a slow pour—into a ritual of anticipation. The dark, rich colours, the iconic harp logo, and the creamy head are all part of a visual and sensory identity. They don't just sell a stout but the entire two-minute pouring experience.
The Lesson for You: Look at your product or service's biggest perceived weakness. Can you reframe it? Can your brand identity turn that negative into a positive, unique feature?
8. Irn-Bru: The Power of Not Caring
The Gut Feeling: Hilarious. Defiant. Unapologetically Scottish. A bit mental.
The “Why”: In a world of polished, globalised soft drinks, Irn-Bru stands out by being aggressively local and outrageously funny. Its brand identity is almost entirely its tone of voice. The ads are legendary for being controversial and pushing boundaries. The bright orange colour is obnoxious. The name itself is a phonetic spelling. They know they're not Coca-Cola, and they lean into it. Hard.
The Lesson for You: If every competitor in your market is zipping into a boring corporate suit, you can best show up in jeans and a t-shirt. Don't be afraid to have a real personality.
9. Airbnb: From Air Mattress to “Belonging”
The Gut Feeling: Welcoming. Human. Community-focused.
The “Why”: Airbnb's 2014 rebrand was initially mocked. The “Bélo” logo was called suggestive and weird. But they stuck with it. They built an entire philosophy around it—the idea of “Belong Anywhere.” The logo, the friendly custom typography (Lineto Circular), and the user-generated photography all make it feel less like a corporation and more like a global community. It was a brave pivot from a functional booking site to a lifestyle brand.
The Lesson for You: A brand identity should evolve with your mission. If your business has grown beyond its original purpose, your identity must catch up. Be brave about it.
10. Mailchimp: Making the Boring Brilliant
The Gut Feeling: Fun. Quirky. Creative. Doesn't take itself too seriously.
The “Why”: Email marketing is, let's face it, a bit dry. Mailchimp's masterstroke was to inject a massive dose of personality into a boring category. Their mascot, Freddie the chimp, the playful illustrations, the bright yellow, and the conversational, encouraging tone of voice all combine to make a complex tool feel accessible and friendly. They chose fun in a sea of corporate blue.
The Lesson for You: Just because you're in a “serious” B2B industry doesn't mean your brand identity has to be boring. A bit of personality can be your single most significant competitive advantage.
11. Oatly: The Protest Brand
The Gut Feeling: Activist. Honest. A bit strange. Not a “big corporation.”
The “Why”: Oatly’s identity is built on a tone of voice that feels like one slightly odd, passionate person writes it. The packaging is covered in rambling text, hand-drawn-style illustrations, and confrontational statements. It intentionally looks “un-designed.” It breaks every rule of traditional CPG branding, and that’s why it works. It positions itself as an outsider, a protest against the big dairy industry.
The Lesson for You: Have an opinion. Take a side. A vanilla brand that tries to please everyone excites no one. Your identity can be your soapbox.
12. Slack: The Sound of Productivity
The Gut Feeling: Organised. Efficient. Cheerful. Less stressful than email.
The “Why”: Slack’s identity is multi-sensory. Yes, there's the colourful (and once-controversial) octothorpe logo. However, the true genius lies in the user experience. The little sounds—the “knock brush” notification, the “tada” of a completed task—are as much a part of the brand as the logo. They are carefully designed to make work feel less like a chore. The friendly bot and customisable emojis all contribute to an identity that feels human and helpful.
The Lesson for You: Think beyond the visuals. What does your brand sound like? What does it feel like to interact with? Every touchpoint is part of the identity.
13. M&M's: Characters That Sell
The Gut Feeling: Fun. Playful. Comedy. A world of chocolate characters.
The “Why”: How do you give a tiny, generic piece of chocolate a personality? You invent characters. Red is cynical, Yellow is goofy, and Green is sassy. This was a brilliant move. It transformed a simple candy into a media franchise. The brand identity is the cast of characters. They can star in commercials, appear on packaging, and engage on social media. It gives the brand an infinite canvas for storytelling.
The Lesson for You: Personification is a powerful branding shortcut. Can you create a character or mascot to embody the spirit of your brand? It can be more memorable than any logo.
14. WWF (World Wildlife Fund): Simplicity is Power
The Gut Feeling: Precious. Urgent. Clear. Needs protecting.
The “Why”: The WWF panda is one of the most brilliant logos ever designed. It was sketched in 1961 based on Chi-Chi, a giant panda at the London Zoo. It's simple, uses negative space masterfully, and works with or without the organisation's name. It transcends language and culture. It communicates a complex idea—the fragility of nature—in a single, beautiful image. It costs less to print because it's black and white, a happy accident that aligned with their non-profit mission.
The Lesson for You: Don't overcomplicate it. The strongest ideas are often the simplest. Can you boil your entire mission down to one powerful image?
15. VanMoof: The Future on Two Wheels
The Gut Feeling: Sleek. Minimalist. Innovative. The “Tesla of bikes.”
The “Why” is a perfect marriage of product design and brand identity. VanMoof bikes have a distinctive, minimalist frame with integrated lights. The brand identity mirrors this perfectly. A super-simple, geometric wordmark. A stark, tech-focused visual language. Even the error codes on the bike's matrix display are part of the brand. The whole thing feels like it was designed in the future. The identity doesn't just describe the product; the product's philosophy is made visible.
The Lesson for You: Your brand identity must honestly reflect your product. If your product is sleek and innovative, your identity can't be clunky and traditional. The promise must match the reality.
The One Thing All These Brands Get Right
If you look at this list, the common thread isn't a clever logo or a lovely colour.
It's conviction.
Every single one of these brands knows precisely who they are and, just as importantly, who they are not. Nike isn't soft and nurturing. Chanel isn't accessible. Irn-Bru isn't sophisticated.
They have a point of view, and they stick to it. Relentlessly. That's what builds a memorable identity. It's the courage to be specific.
Where Most Entrepreneurs Go Wrong With Their Brand Identities
You see the same mistakes over and over. They all stem from fear. Fear of being disliked, being too niche, or getting it wrong.
Mistake 1: Confusing a Logo with an Identity
This is the original sin. A business owner spends thousands on a logo, sticks it on a website, and thinks the job is done. It's not. The logo is just the signature at the bottom of the page. The identity is the entire letter.
Mistake 2: Designing by Committee
“Let's ask everyone what they think.” The sales team, the founder's spouse, and the intern. This is how you get a camel: a horse designed by a committee. The result is always a bland, compromised mess that stands for nothing because it tries to accommodate everything.
Mistake 3: Chasing Trends (“Can you make it look like that?”)
I've had this conversation a hundred times. A client sees a trendy style on another brand and wants to copy it. This is a death sentence. By the time you've adopted the trend, the innovative brands have moved on, and you just look like a cheap copycat with no ideas of your own.
Mistake 4: A Complete Lack of Consistency
This is the most common and the most damaging. The logo is one colour on the website, and the other is on Instagram. The tone of voice is formal in emails but full of slang on Twitter. Different fonts are used everywhere. It creates a chaotic, untrustworthy impression. It screams “amateur.”
This is precisely why developing a cohesive brand identity isn't just an art project; it's a core business function. It requires a strategic framework and clear guidelines that anyone creating anything for your brand can follow. Thinking through your brand identity design is about building a system for consistency.
So, What Now?
Stop looking at other brands' logos. Start paying attention to their behaviour.
A great brand identity isn't something you have. It's something you do. It's the sum of a thousand small, consistent decisions.
Your identity isn't an expense on a spreadsheet. The tool makes every other part of your business work better. It makes marketing easier, sales smoother, and customers more loyal.
Get it right, and everything else falls into place. Get it wrong, and you'll spend all your time fighting an uphill battle against confusion.
Need to get your own brand identity straight?
If this article made you question things, that would be good. That was the point. We believe in building brands from the strategy up, not just the logo down.
- Explore our other posts if you're still in the thinking stage.
- See our brand identity design services to see how we put these principles into practice.
- If you're ready to stop guessing and build a brand that works, request a quote and let's talk.
Frequently Asked Questions (FAQs)
What is a brand identity?
A brand identity is the complete collection of all the elements a company creates to portray the right image to its consumer. It goes beyond a logo to include typography, colours, packaging, and messaging, all working together to create a specific gut feeling.
How much does a professional brand identity cost?
It varies wildly. A simple logo from a freelancer might be a few hundred pounds. An agency's comprehensive brand identity system, including strategy, messaging, and extensive guidelines, can cost tens of thousands. The price reflects the depth of strategic work involved.
Can I create my own brand identity?
You can, but it's risky. It's difficult to be objective about your own business. Entrepreneurs often create something they like, which may not be what their target audience connects with. Professional designers bring strategy and an outside perspective.
What's more important: the name or the logo?
They are both critical parts of the whole. A great name with a terrible logo looks unprofessional. A brilliant logo with a confusing name is dead on arrival. They must work together to tell the same story.
How often should a company rebrand?
As infrequently as possible. You should only consider a rebrand (a fundamental change to your identity) if your business strategy has radically changed, you're targeting an entirely new audience, or your current identity is actively harming your business. A simple visual “refresh” is much more common.
What's the difference between brand, branding, and identity?
Brand: The intangible perception or “gut feeling” people have about your company.
Brand Identity: The tangible collection of visual and verbal assets you create (logo, colours, voice).
Branding: The active process of using your brand identity to shape that perception.
Why is consistency so crucial for a brand identity?
Consistency builds recognition and trust. When your brand looks and feels the same everywhere, customers learn to recognise it instantly. This familiarity creates a sense of reliability and professionalism.
What is a brand style guide?
A brand style guide (or brand guidelines) is the rulebook for your brand identity. It details your logo usage, colour palette, typography, tone of voice, and more. It ensures that anyone creating content for your brand does so consistently.
Can a personal brand have a brand identity?
Absolutely. A consultant, coach, or creator's brand identity includes their headshot style, the fonts and colours on their website, their writing style, and the topics they speak about. It's all part of the consistent package they present to the world.
What's the biggest mistake in branding a small business?
Trying to appeal to everyone. Small companies win by being the perfect choice for a niche audience. Watering down your identity to be broadly “inoffensive” makes you invisible.
Is a tagline part of the brand identity?
Yes. A tagline or slogan is a key verbal component of your identity. Think “Just Do It” (Nike) or “Think Different” (Apple). It's a concise expression of your brand's position or promise.
Does my internal company culture count as part of my brand identity?
It's not part of the visual identity but is a critical part of the overall brand. One of the most potent brand touchpoints is your employees' behaviour and how they treat customers. A great brand is built from the inside out.
