Company Branding and Visual Identity
Classified in Language
Written at on 
English with a size of 2.67 KB.
Brand Identity and Company Image
A company's design reflects its technical and economic philosophy, and its image reveals its character and defines its mentality. The designer acts as the company's philosopher, visualizing its essence and highlighting its differentiating attributes within a consistent visual management system. Effective communication sets a company apart from the competition, leading to market gains.
Creative Design Process
To achieve a design solution, we'll follow Bruno Munari's problem-solving approach:
- Problem Definition
- Problem Elements
- Data Collection
- Data Analysis
- Creativity
- Materials & Technology
- Experimentation
- Models
- Verification
- Construction Drawings
- Solution
Defining Identity
Identity encompasses the unique and non-transferable values of an institution or person. These values differentiate entities and provide authenticity. The essence of something, whether tangible or visually represented, remains recognizable and memorable through its form. Identity is both essence and appearance. Perceiving identity—identifying—is an experience, a fact of knowledge and psychological ownership.
Brand Positioning
Positioning, whether for a product or an institution, refers to its place in the public's mind. It encompasses the perceived concepts of quality, philosophy, security, etc., associated with the product or institution.
What is a Brand Mark?
A brand mark is a graphic sign that identifies the sender of a message. It serves as the foundation of visual identity, the primary expression of identity. For a mark to be effective, it must be:
- Synthetic: Containing only necessary elements—saying much with less.
- Memorable: Focusing on the receiver's mind with enjoyable aesthetics.
- Clear: Avoiding any confusion in communication.
- Original: Being distinctive.
- Impactful: Having a visual and emotional impact.
- Adaptable: Adapting to different formats, remaining flexible and timeless.
Brand Name Classification
Brand names can be classified as:
- Descriptive: Referring to the company's activity.
- Symbolic: Referring to the institution through a figure of speech.
- Patronymic: Referring to a person, usually a surname.
- Locality: Referring to a place.
- Contractions: Consisting of shortened words or initials.