Colour palette
Primary, secondary and accent colours plus background, surface and text colours, recorded as exact values.
Brand strategy · Visual identity
One visual direction for every page, creative and document.
The visual identity in Mengo records how the brand looks: its colours, typography, logo use, icon style and image style. Generated pages, creatives and business documents then follow the same visual rules instead of each one picking its own.
- Colours, fonts and style in one place
- Used by content and creative work
Visual identityIllustration
- Colour paletteApplied to: pages, buttons, creatives, documents
- TypographyApplied to: headings and body text on every asset
- Logo and its usageApplied to: headers, signatures, stationery
- Icon and image styleApplied to: creatives, presentations, social posts
An example of how visual identity rules are applied. Simplified for illustration.
The problem
When the rules are not written down, every file looks slightly different.
A lighter green on the website, a different font in the proposal, a stretched logo on the event banner. Each choice is small. Together they make a business look less established than it is.
Visual drift is rarely a design failure. It happens because the person making the asset cannot find the rules, so they copy whichever file was closest. Recording the visual identity once, and producing assets from it, removes the guesswork.
Keep the logo files with the identityColours chosen by eyeWithout exact values, every designer and tool picks a slightly different shade.
Fonts that vary by fileThe brand font in one document, a substitute in the next.
Imagery with no common stylePhotos and graphics that do not look like they belong to the same business.
What the visual identity covers
The choices that make a brand recognisable at a glance.
Record these for your own business or for each client, so every visual asset starts from the same base.
Typography
Heading and body fonts, line height and letter spacing, so text looks the same wherever it appears.
Logo use
Which logo version goes where, and how it stays readable on light and dark backgrounds.
Icon style
Line weight and size for icons, so diagrams and interfaces feel consistent.
Image style
Corner radius, aspect ratio, shadow and filter settings for photos and generated images.
Spacing and shape
Corner radii and spacing that keep layouts feeling like one family.
How it works
From brand strategy to rules a creative can follow.
A simple sequence for setting up the visual identity in Mengo.
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Start from the strategy
The personality and audience in the brand profile shape the visual mood, whether that is precise, warm, bold or calm.
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Record the exact values
Store colours, fonts and style settings precisely, rather than as descriptions like "dark green".
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Apply it to every output
Pages, creatives, stationery, signatures and decks all draw on the same identity.
Where it is used next
The identity shows up wherever the brand is seen.
Once the visual rules exist, these parts of the platform apply them.
Brand strategy & identity
More in the brand module.
The visual identity sits alongside the brand strategy. Open the part of the module you need next.
Give every asset the same visual direction.
Tell us about the business or the clients you market. We will show you how the visual identity is recorded in Mengo and how pages, creatives and documents apply it.
- Colours, fonts and style recorded once
- How the identity carries into creatives and documents
- A straight answer on fit for your situation
Rather write directly? Email info@mengo.si.