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Concept
Visual brand language
Summary
Visual brand language is the intentional use of design elements- such as shape, colour, materials, finish, typography and composition- to subliminally communicate a company's values and personality through imagery and design style. It is intended to create a first impression of the brand for the consumer. It is considered by some to be an essential part of gaining both a substantial customer base and work force. Successful visual brand language creates a memorable experience for the consumer, encouraging repeat business.
For example, the primary pieces of the Starbucks were black and white icons. These icons are some of a certain collection Starbucks will use throughout its brand. Each year, their promotional campaigns would use the same set of icons, but different ones displayed each time, and in different colour palettes. Another distinguishing iconic design element is the BMW 'split grill' continually employed to represent the brand. While the grill size and design details evolve over time, the underlying idea is consistent, allowing it to stay familiar to its audience. Colour can be used similarly as consistent imagery, as demonstrated by The Home Depot's application of orange across all of its brand materials.
The strategic pyramid is a four-staged hierarchical pyramid that serves as a guideline to establish the visual brand language of a business. It demonstrates the parts of a design that allow its brand to stand out among the rest and connect well with its target market.
This pyramid serves as a reference system for designers and other individuals within the company to better understand and create the brand personality, product attributes, design principles, and signature elements of the brand design. Starbucks Coffee will be used as an example to help better illustrate this pyramid.
Brand personality is understood as the human characteristics or traits that can be attributed to a brand. This is also known as brand identity. In 21st century business, it is important for a business to distinguish itself from its competitors through Emotional branding.
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