A Brand Identity System is a collection of elements which work together to create unified, consistent and flexible brand assets that communicate the brand value to the target audience effectively.

This collection of elements constitutes of 6 major brand assets including the primary brand mark or logo, secondary brand mark, color palette, typography, visual brand extensions (such as official brand pattern, iconography etc) and brand tone (which includes visual image and photo standards as well as the tone of voice in all messaging and communications).

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