QUICK DEFINITION
The distinctive qualities and records through which a person, creation, or House can be recognised.
DETAILED DEFINITION
Identity is made from signals that persist: name, form, materials, marks, stories, records, relationships, and behaviours. It is both expressive and evidentiary.
IN THE CONTEXT OF THE HOUSE
A House identity should be recognisable without becoming repetitive. Product identity, founder identity, client identity, and digital identity need clear boundaries and respectful governance.
WHY IT MATTERS
Clear identity supports recognition, authenticity, belonging, and continuity across physical and digital experiences.
RELATED CONCEPTS
COMMON MISUNDERSTANDING
Identity is not just a logo or visual style. Those are signals within a larger system of meaning and conduct.
GUIDES & RESOURCES