Your brand identity can be as simple as a logo if that's all you need. But many clients want to see more elements designed to give their brand a more complete feel. They'll have me design variations and simple graphics to accompany their logo that can then be used on merchandise like t-shirts and hats, posters, cover art, or on social media. They also want me to choose complimentary typefaces and fonts, color schemes, and website mockups to help them visualize a cohesive brand.