Visual brand identity

Problems: How to build and maintain brand identity across multiple channels?
Learning objectives:
-How to communicate brand identity through visual elements?
-How culture affect customers?
-How to design and implement visual brands?
Answers:
How to communicate brand identity through visual elements?
Color: evoke emotion, express personality, stimulate brand association and accelerate differentiation.
Unify an identity, clarify the brand architecture ( colors across packaging, signage and electric media)
Typography: support information hierarchy, unify the image.
Sound: memory triggers, generate emotion.
Animation: make brand alive, tell stories, meaning.

How culture affect customers?
There are 4 aspects that provide good insights into the characteristics of a culture:
-Time:
+The view of history (myths, epics, legends)
+The use of time is different -> different lifestyles
-Food
-Religion
-Family

How to design and implement visual brands?

Steps to design visual identity:

Research

Clarify vision, goals, strategies and values

Research stakeholder’s needs and perceptions

Conduct marketing, competitive, technology, and legal and language audits

Interview key management

Evaluate existing brands and brand architecture

Present audit readout

Clarify strategy

Synthesize learnings

Clarify brand strategy

Develop a positioning platform

Co create brand attributes

Write a brand brief

Achieve agreement

Create a naming strategy

Develop key messages

Write a creative brief

Designing brand identity

Visualize the future

Brainstorm big idea

Design brand identity

Explore applications

Finalize brand architecture

Present visual strategy

Achieve agreement

Creating touch points

Finalize identity design

Develop look and feel

Initiate trademark protection

Prioritize and design applications

Design program

Apply brand architecture

Managing assets

Build synergy around the new brand

Develop launch strategy and plan

Launch internally first

Launch externally

                            Develop standards and guidelines

Bibliography:
Wheeler, A. ( 2013), Design brand identity, John Wiley & Sons, Inc. , Canada

Dabner, D. , Stewart, S. , Zempol, E. (2014) Graphic design school : the principles and practice of graphic design, John Wiley & Sons, Inc., Canada