In the flood of online content, companies live or die by their brand image. A brand image has to express the company’s message and connect with users, who should instantly recognize it across different media, even away from the company’s website and marketing content. A strong brand image is like an anchor, helping ensure user attachment and fix value associations. Brand image is typically built up from different visual elements — logos, color palette, a particular font.

https://www.smashingmagazine.com/2019/12/brand-illustration-systems-visual-identity/