How to create a podcast brand that feels like an extension of your own

As podcasts continue to grow as a powerful tool for thought leadership and brand engagement, many businesses and personal brands are launching their own shows.

So, you’re launching a podcast—exciting! But now you’re faced with a big question: how do you make it look and feel like part of your brand without it being just a copy-paste version? That’s where a podcast brand comes in.

Think of it like a sibling to your main brand—related, but with its own personality.

In this guide, we’ll explain how to design a podcast visual identity that connects with your brand while standing out on its own.

1. Decide how your podcast fits into your brand

Before you start picking colours and fonts, take a step back and figure out the role your podcast plays in your brand. Ask yourself:

• How closely should it match my brand? Is it a direct extension, or does it need a slightly different tone?

• Who’s listening? Is it the same core audience as your brand, or a new segment?

• What’s the goal? Thought leadership? Brand awareness? Community building?

If your podcast is a natural extension of your business, you’ll want a strong visual link to your brand. But if it’s something a little different—like a fun, behind-the-scenes experiment—you may have more flexibility to differentiate.

2. Build a visual identity that feels familiar but fresh

Once you know how your podcast fits into your brand, it’s time to bring it to life visually. Here’s what to focus on:

Logo & wordmark

Your podcast needs a recognisable logo. It should feel like a natural extension of your brand while having enough distinction to stand on its own. Some ideas:

• Keep your main logo but add a small tweak—e.g. adding a unique badge or icon

• Use the same font as your brand but style it differently

• Design an entirely new logo but keep core elements like colours or typography consistent

Colours that connect

The goal is to make your podcast feel connected to your brand but not identical. Try:

• Sticking with your core brand colours but adding a fresh accent

• Using a different dominant colour from your palette, or a lighter/darker version of your main brand colours

• Adjusting tones (e.g., if your brand is navy and gold, maybe the podcast leans into a softer gold with navy accents)

  
  

Fonts & typography

Keep your brand’s primary fonts to maintain consistency, but consider adjusting it for readability and personality. If your brand uses a mix of serif and sans-serif fonts, you might lean more on one style for the podcast to set the tone.

Imagery & graphics

• Photos or illustrations? Will you use brand-style imagery, or does your podcast lend itself to illustrated artwork?

• Icons & patterns: A unique icon or subtle pattern can make your podcast branding instantly recognisable.

• Textures & motion: Subtle patterns can add depth and differentiate your podcast visuals. If your brand is sleek and modern, your podcast graphics should reflect that—but maybe with an added element of energy or playfulness.

Here's how we did it for our client.

3. Apply your branding across podcast assets

Once you’ve built your sub-brand, it’s time to roll it out everywhere your podcast shows up.

Podcast cover art

Your cover art is what people see first, so make it count.

• Use your podcast’s logo or wordmark prominently

• Keep it bold, simple, and readable (especially in tiny sizes).

• Use your podcast’s signature colours and fonts.

• If you feature hosts or guests, make sure the style matches your brand.

Episode thumbnails & social media graphics

Design templates for things like:

• New episode announcements

• Audiograms

• Quote graphics and video shorts

• Guest highlights

Having a consistent style makes it easier to keep your podcast branding strong across platforms.

Our work in action:

Website & landing page

Your podcast page should feel like part of your main website, but with its own personality. Some quick wins:

• Use your podcast’s branding elements while keeping the same layout style as your main site.

• Make sure calls to action (subscribe, listen now, join a community, etc.) stand out.

• Keep episode descriptions clear and scannable.

  
  

Promo materials & merch

Thinking about T-shirts, stickers, or live events? Keep the podcast’s branding consistent across all touchpoints, whether it’s on digital banners or physical merch.

4. Keep it consistent (but be open to evolution)

As your podcast grows, ensure that it remains visually aligned with your brand by:

• Creating a mini brand guide for your podcast (colours, fonts, logo usage).

• Using templates to speed up content creation while keeping visuals cohesive.

• Check in regularly to see if your podcast’s look still fits the tone and audience.

Final thoughts

A strong podcast brand helps you stand out and build a loyal audience. By making it an extension of your existing brand (rather than a completely separate thing), you reinforce credibility and amplify both your podcast and your overall brand.

❓Thinking about launching a podcast or refreshing your existing one? A strong visual identity will set you apart—so take the time to craft a podcast brand that truly represents your voice.

Need some help? Get in touch today.

A specialist brand agency: an extension of your team

Threerooms, a multi-award-winning branding agency, has dedicated over 20 years to optimising brands and helping businesses stand out and succeed. Whether crafting new brands or refining established ones, our team is committed to delivering brand transformation tailored to help you reach your goals.

Read more: What is a branding agency? Their role and benefits