# Visual Identity (After Identity)

Visual identity is the wrapper. It should reinforce the brand you've already defined.

## Components
- **Logo/wordmark**: simple, scalable, timeless
- **Colour palette**: 2–3 primary colours max; choose for emotion + category fit
- **Typography**: 1–2 fonts; readability first
- **Photo style**: consistent lighting/editing; on-brand wardrobe + setting

## Headshot rules
- Use a professional photographer if possible
- Wardrobe matches your positioning
- Update at least yearly or after major changes

## Brand guideline (minimum viable)
Document:
- logo usage
- hex colours
- fonts
- photo examples
- do/don't examples

## Online and Offline Must Be "Inline"
From Tom Panos: consistency in presentation across all media builds brand. A stunning online listing with a poor print presence sends a distorted message. Everything must be consistent — your car, your smile, your Facebook, your print ads, your web presence.

**Test:** could someone recognise your content without your name on it?