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Your Web identity refers to the way in which your business presents itself, and delivers its message, in printed and online media.
The main elements of Web identity include:
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Your logo
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The mood, look, and feel of your site
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(for example, colour, font style, and layout)
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Any other elements that make up your corporate image (brochures, catalogues, flyers, and so on)
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The way in which you present text and graphical content
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(do you want to convey a formal, business-like approach or a more casual one?)
While there are no set rules for developing a Web identity, the most successful ones are simple and recognizable, homogenous—aim for a consistent message throughout your site, and have staying power (it is desirable to be modern and current, but not so much so that your Web identity may quickly go out of fashion).