> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/brand-expression/brand-design.md).

# Brand Design

- [Creative Principles](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/brand-expression/brand-design/creative-principles.md): Definition of Creative Principles in the Anatomy of Marketing, including what they are, why they matter, and how they function as assessment criteria across all creative work.
- [Verbal Identity](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/brand-expression/brand-design/verbal-identity.md): Definition of Verbal Identity in the Anatomy of Marketing, including what it is, why it matters, and how it connects to brand voice, tone, and communication.
- [Sonic Identity](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/brand-expression/brand-design/sonic-identity.md): Definition of Sonic Identity in the Anatomy of Marketing, including what it is, why it matters, and how it connects to brand recognition through audio and sound.
- [Visual Identity](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/brand-expression/brand-design/visual-identity.md): Definition of Visual Identity in the Anatomy of Marketing, including what it is, why it matters, and how it connects to brand recognition through colour, typography, and imagery.
- [Digital & Experience Design](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/brand-expression/brand-design/digital-and-experience-design.md): Definition of Digital and Experience Design in the Anatomy of Marketing, including what it is, why it matters, and how it connects to customer journeys and digital touchpoints.
- [Physical & Spatial Design](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/brand-expression/brand-design/physical-and-spatial-design.md): Definition of Physical and Spatial Design in the Anatomy of Marketing, including what it is, why it matters, and how it connects to brand presence in physical environments.