# Visual identity

A visual identity is the fixed set of rules for how a business looks: logo, colours, typefaces, image style and how they are used together.

Source: https://ibenta.no/en/glossary/visual-identity
Publisher: Ibenta (https://ibenta.no)
Updated: 2026-09-27

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A visual identity is more than a logo. It says which colours you use and how much of each, which typefaces apply to headings and body text, and what kind of images fit. It is often collected in a short brand guide, so everyone who makes something for you, from the sign maker to the web designer, does it the same way.

## Why consistency pays

Recognition comes from repetition. When the van, the website, the invoice and the Facebook page look like the same business, people remember you more easily. If each thing is made by different people with no shared rules, the business looks less established than it is.

The colours also have to work in practice. Light grey text on a white background can look elegant, but it is hard to read and can break the requirements for [web accessibility](/en/glossary/web-accessibility).

## What you can do today

Make a simple document with your logo in the versions you have, the colour codes (hex codes such as #1A2B3C) and the names of the fonts you use. If you are missing the colour codes, ask whoever made the logo. Send the document to everyone who makes something for you. There is more on this in [Logo and visual identity](/en/docs/logo-and-visual-identity).