Brand Corporate Identity
TANG LILIN (0376668)
- INSTRUCTION
- LECTURE
- TASK 1 - BREAKING BRANDS
- TASK 2 - LOGO
- TASK 3 - POSITIONING & IDENTITY
- FEEDBACK
- REFLECTION
- FURTHER READING
LECTURE
- Brand Definition
- Brand Positioning Statement
- Brand Identity
- Communication Channels
- Product Design and Packaging
- Customer Experience
- Pricing Strategy and Partnerships
- Stand out in saturated markets
- Build credibility and trust
- Enhance customer loyalty and word-of-mouth
- Achieve brand consistency
- Attract ideal clientele
- Save money and time on marketing
- Facilitate new product and service launches
- Provide clear strategic direction
| Fig 1.1 Key elements and strategies for achieving branding |
1. Logo
The term “Logo” comes from logotype, meaning a wordmark
designed from custom lettering.
In modern design, however, it has
evolved into a broad term referring to
any visual mark that represents a brand.
Three Main Types of Logos
① Logotype
A logo centered around a company’s name or initials, focusing on typographic expression and form uniqueness.
② Logomark
A logo built on an image or icon that visually expresses a brand’s personality and recognizability.
③ Signature
A combination of wordmark and symbol, often used for
flexibility and stronger brand recall.
Summary
- Logotype = Name-based
- Logomark = Image-based
- Signature = Word + Image
2. Monogram
A monogram is a motif created by overlapping or combining two
or more letters to form a single, unified symbol.
Function
- Enhance recognition
- Convey heritage and exclusivity
3. Heraldry
Heraldry refers to the design, display, and study of armorial bearings — symbols of ceremony, rank, and heritage.
Key Terms
- Crest：A distinctive ornament placed above the shield, representing the identity of a family or institution.
- Coat of Arms：A symbolic design representing an individual, family, organization, or nation.
- Insignia：Symbols indicating military rank, position, or organizational membership.
4. Mark
A mark is any impression made on a surface — paper, wall, or wood — that signifies ownership or identification.
Design Implication
Every “mark” is more than just a visual symbol; it embodies the creator's skill, responsibility, and credibility. It carries the symbolic meaning of “identity, commitment, and excellence.”
5. Trademark
A trademark is a legally registered symbol, word, or mark that represents a company or product.
Functions
- Identification：Clearly identifies the brand or product ownership.
- Legal Protection：Prevents intellectual property infringement.
- Guarantee of Quality：Represents credibility and quality commitment.
6. Designer’s Insight
Different types of marks serve different purposes in communication,
recognition, and emotional connection.
As designers, we must
understand not only the visual form but also the
cultural and legal meanings behind each mark.
Fig 1.2 Examples of Logo Types (Logotype, Logomark, Combination Mark) |
Lecture 04: Brand Ideals
1. What Is a Brand Ideal?
A brand ideal represents the higher purpose of a brand or
organization — one that goes far beyond the products or services they
sell.
It defines why a brand exists and what positive
impact it aims to make in the world.
A brand’s motto or slogan often reflects this ideal — the core value a company once aspired to uphold. However, not all organizations remain faithful to their original ideals as they evolve over time.
2. Why Are Brand Ideals Important?
Brand ideals are crucial because they transform businesses from being merely functional to being meaningful and emotionally resonant.
- They build emotional connections and create genuine engagement with audiences.
- They guide creative and strategic decisions, keeping a clear sense of direction.
- They make brands meaningful, trustworthy, and memorable, shaping long-term loyalty.
“Brand values deliver real engagement and direct you towards more powerful bonds with your target audience.”
No matter the size or nature of a company, brand ideals are essential to
a
responsible creative process.
They ensure that a brand
serves a purpose greater than profit — one that contributes value,
culture, and impact to society.
3. The Nine Core Brand Ideals
① Vision
A strong brand begins with a clear and inspiring vision.
It
defines what the brand aspires to achieve and provides a foundation for
every decision, action, and design move.
② Meaning
The best brands stand for something — a powerful idea, a mission,
or a defined set of values.
They don’t just sell products; they
represent beliefs that resonate with people.
③ Authenticity
Authenticity grows from self-knowledge — understanding who you are, what you stand for, and acting consistently with that understanding.
A truly authentic brand remains faithful to its values in every decision, message, and design expression.
④ Differentiation
Brands don’t only compete within their categories — they compete for
people’s attention, focus, and loyalty.
Differentiation
allows a brand to stand out amid the noise and establish a unique
identity.
It is the art of being recognizably different while remaining relevant.
⑤ Sustainability
Sustainability is the ability to maintain relevance and
longevity in an ever-changing world.
It is achieved through a
long-term commitment to the equity of a central idea, rather than
chasing short-term trends.
“Sustainability is achieved through a commitment to the equity of a central idea over time.”
Truly sustainable brands evolve without losing their essence — they remain true to their purpose even as markets shift.
⑥ Coherence
Every customer experience with a brand should
feel familiar, connected, and intentional.
Coherence ensures
that all brand elements — from visuals and tone to user experience —
align harmoniously.
“Coherence ensures that all the pieces hold together in a way that feels ideal to the customer.”
Consistency across all touchpoints builds trust and reinforces brand memory.
⑦ Flexibility
An effective brand identity must adapt to change and growth while
maintaining its core consistency.
Flexibility allows brands to
evolve, expand, and remain culturally relevant.
A flexible identity system supports new strategies and opportunities without losing brand recognition.
⑧ Commitment
True commitment means that everyone involved — from leaders to employees — is motivated and dedicated to protecting and strengthening the brand.
“Building, protecting, and enhancing a brand requires desire and disciplined effort.”
Commitment turns vision into reality and keeps the brand’s integrity alive through people’s passion and persistence.
⑨ Value
Ultimately, brand ideals must lead to measurable value — outcomes
that promote, sustain, and grow the brand over time.
This includes
reputation, customer loyalty, and social impact.
A strong brand ideal is not just inspirational — it is also actionable and productive, generating long-term benefits for both the business and its community.
4. Conclusion
Brand ideals define the soul, direction, and integrity of an
organization.
They remind us that successful branding is not just
about visibility — it’s about purpose and belief.
When designers and companies align their creative work with these ideals, every decision — from visuals to voice — becomes part of a unified story about why the brand matters.
- Who are you?
- What do you do?
- Why does it matter?
TASK 1 - BREAKING BRAND
TASK 2 - LOGO
 |
| Fig 2.1 Mind Map of Ideas |
- Sleep Therapy Brand: Focusing on improving sleep and relaxation experiences, products include aromatherapy, candles, diffusers, sleep sprays, and meditation materials.
- Pet Supply Store: Emphasizing high quality and the "emotional bond between people and pets," conveying companionship through gentle and soothing design language.
- Cake Shop: Creating a relaxed and enjoyable dessert experience with "dopamine-infused colors + minimalist geometry," highlighting sharing and social attributes.
During the class consultation, Ms. Vitiyaa suggested I choose the "sleep therapy" direction, focusing on products that help with sleep, such as aromatherapy and eye masks. However, I found that some classmates had already come up with a similar idea: a pajama store. To avoid homogenization and to make brand identity clearer, I decided to narrow the path further: from a "sleep aid product collection" to a "brand store specializing in aromatherapy."
I listed 4 reasons of why change to this?
- Differentiation: Within the broader sleep category, carve out a more focused subcategory called "aromatherapy," avoiding direct competition with sleepwear and home goods.
- Recognition: A single core category facilitates the establishment of easily identifiable visual and olfactory identity.
- Narrative Space: Aromatherapy possesses both visual (flame, smoke, or scent imagery) and olfactory storytelling potential, making it easier to build a brand worldview centered on "emotional healing."
- Expansion: Using aromatherapy as an anchor, it can naturally expand to related products such as room sprays, essential oils, and car air fresheners, forming a hierarchical matrix.
After clearly defining the brand positioning as "a brand focused on aromatherapy for emotional healing," I further developed the visual identity through a logo mind map. The target audience is urban women aged 20-35 who value quality of life, emphasizing the subtle connection between visuals and emotions. Therefore, the brand needs to find a balance between sensibility and restraint.
I proposed three sets of metaphorical directions around fragrance visualization: aurora and halo (diffusion), dewdrops and petals (pure plants), and breath lines and negative space contours (scent pathways). I also conceived a visual symbol system centered on an "O-shaped fragrance symbol," which can be extended to touchpoints such as packaging lid textures, wax seals, and social media profile pictures.
Stylistically, I explored two routes: one is a retro American style with gentle, anthropomorphic characters; the second is a more minimalist and rational line drawing style; and the third is to start with the shape of the fragrance to see if it can form the strokes of a font and create a wordmark based on it. For the typography, I considered mixing structural sans-serif and brushstroke handwriting to present a gentle and trustworthy brand personality. The color scheme leans towards low-saturation plant-themed gradients and negative space, echoing the "emotional healing" atmosphere.
I also created a mood board and visual references.
Next, I will begin sketching based on these ideas.
Fig 2.3 Logo Sketches Process
 |
| Fig 2.5 The Evolution of the Letter O |
FINAL SUBMISSION
TASK 3: POSITIONING & IDENTITY
- The main envelope uses a dark brown color, echoing the natural and healing quality of the AURORA brand;
- The card area uses a beige-white color, creating a clear contrast with the envelope while remaining soft and not glaring;
- The logo is located in the upper left corner of the card, using a simple dark brown font consistent with the brand's main logo;
- The brand statement "BREATHE IN CALM, LIGHT UP YOUR SOUL" was added to the upper right corner, with a simple and powerful typography emphasizing the brand philosophy;
- All elements maintain alignment and visual balance in the composition, highlighting a clean and tranquil style.
- The uniform brown background caused the envelope to blend into the background, resulting in a lack of distinct layers;
- The shadows were monotonous, lacking a realistic three-dimensional feel;
- The envelope lacked detail and the realistic texture of paper.
- Background adjustment: Replaced with a light beige paper-textured background to enhance overall contrast and better align with the brand's "natural" positioning;
- Shadow optimization: Added softer and more detailed natural shadows to the envelope, creating a realistic light and shadow effect;
- Material representation: Added paper grain and crease details to the envelope itself, giving it a more tactile texture;
- Structural fine-tuning: Enhanced the light and shadow relationships at the edges of the envelope, strengthening the three-dimensionality and preventing the image from appearing too flat.
1. Reference
This invoice design was inspired by a minimalist, modern reference image. The original image used a black and white color scheme and left-aligned layout, emphasizing information clarity and page hierarchy. I expanded upon this design, incorporating AURORA's gentle brand image and visual language into the business document, making it both practical and reflecting the brand's identity.
2. Graphic Design
Basic layout was done in Photoshop, with the following design structure:
- Color Scheme: The main background is a beige paper texture, avoiding a cold white feel, consistent with AURORA's soft and natural brand image;
- Title Design: "INVOICE" is written in bold black font to create a visual focal point, balancing with the date and invoice number in the upper right corner;
- Information Layout: Bill information such as payee, service items, unit price, quantity, and total are arranged in a table format, left-aligned for quick browsing;
- Product List: Lists AURORA's fragrance products and services, such as Sandalwood Serenity, Camellia Blossom, and Aurora’s Light;
- Logo Integration: A subtle watermark of the brand logo is embedded in the center of the invoice as a visual embellishment, maintaining brand consistency without affecting readability.
3. Mockup Creation Process
The mockup creation process is conducted in Photoshop and includes the following steps:
- Background Setting: Use a paper texture background instead of pure white to increase realism and warmth;
- Texture Adjustment: Paste the designed invoice content into the paper mockup, and use the Perspective tool to adjust the angle appropriately so that the page naturally matches the background perspective;
- Shadows and Light: Add natural shadows to simulate the effect of sunlight, making the image more spatial and lifelike;
- Overall Atmosphere Control: Maintain a warm overall beige tone to prevent the invoice from appearing cold, while also echoing the AURORA visual system.
1. Reference
The design inspiration for this brand card came from a simple, modern business card reference image. The reference image used large areas of white space, a sans-serif font, and a dual-card design to enhance brand recognition and a sense of hierarchy. This minimalist style aligns perfectly with AURORA's brand philosophy of "Breathe, Feel, Heal," so I used it as a foundation for further design.
2. Front & Back Design
The business card is laid out on both sides, maintaining a unified style while having different functions:
- Front Design: Dark brown background with the AURORA brand logo embedded; Below the logo is the brand slogan "BREATHE IN CALM, LIGHT UP YOUR SOUL," conveying the brand's core message; Subtle visual graphics of wafting fragrance are added to the background to enhance the atmosphere.
- Back Design:A warm yellow-brown background is used, creating a contrasting yet harmonious look with the front.The top features the brand's three-part philosophy: "BREATHE. FEEL. HEAL."The center displays my name and contact information, including phone number, Instagram account, and email, for easy communication and brand image display.
3. Previous Mockup
The first mockup used a stone-like background. While it had a textured feel, it had the following problems:
- The background texture was inconsistent with the business card's style, appearing too rough and cold;
- The contrast between light and dark was too strong, causing the edges of the business card to appear "jumping out," lacking harmony and unity;
- The overall composition was scattered, and the brand's emotional focus was not concentrated.
④ Post-modification Adjustments
Therefore, I made further optimizations:
- Background Reconstruction: A beige-brown paper texture background consistent with the brand was used, making the image softer and more natural, closer to the healing atmosphere of AURORA fragrances;
- Light and Shadow Addition: Soft plant shadows were added, making the business card appear as if it were placed in a sunlight-drenched afternoon environment, enhancing the tranquility of the image;
- Card Placement: The two cards were arranged one above the other in a staggered manner to enhance the sense of depth and facilitate the display of the front and back designs;
- Unified Overall Color Scheme: The brand's main color scheme was maintained from the paper and the background color of the business card to the shadows, making the image more cohesive and emotionally resonant.
- Content Structure: Using warm, concise, yet emotionally resonant language, the letter conveys the brand's gratitude and philosophy to the customer. It begins with "Dear Beloved Customer," gently highlighting the meaning and healing value behind the product.
- Typography: The body text uses a clear and simple sans-serif font with appropriate paragraph spacing. Key words (such as "in every note, we wish you healing") are emphasized in italics to highlight the emotional expression.
- Logo at the Top: The AURORA brand logo is placed at the top center, enhancing recognizability and a sense of ceremony;
- Bottom Information: The company address is added to the bottom of the letterhead as a finishing touch, making the letter more complete;
- Pattern Watermark: The brand's iconic graphic is added in the center of the letterhead with low transparency, enhancing visual depth and a sense of exclusivity.
- The back of the letterhead uses a neatly arranged brand logo pattern, forming a rhythmic pattern;
- The color scheme uses a gentle earthy brown from AURORA's main color, maintaining overall consistency;
- The pattern transparency is moderate, creating a textured feel without being overpowering.
- Preparing the Paper Background: A natural-textured fabric or linen paper background image is selected to de-digitalize the letter and create a gentle, handwritten, realistic atmosphere;
- Pasting the Design: The layout of both sides of the letterhead is placed in the image, and the image is pasted using the transformation tool and mask tool, with the multiply blending mode used to make the image look more natural.
- Light and shadow treatment: Add soft shadows to simulate the effect of light projection and the curling of the paper edges; Stacking structure: Place the front letter paper on top, revealing a corner of the back patterned paper to create visual depth.
1. Reference
The design inspiration comes from the bottle label styles of several high-end fragrance and skincare brands. The packaging in the reference images primarily features frosted brown glass bottles paired with minimalist label layouts, conveying a brand image of "naturalness, restraint, and professionalism." It also borrows visual elements such as typographic density, label proportions, and white space design to reinforce AURORA's unique healing atmosphere.
2. Label Design Phase
In the design phase, I continued the brand's consistent use of low-saturation, natural color tones and arranged the information in accordance with product characteristics:
- Main Visual: The product name "Camellia Blossom" is placed at the top, using a simple font and centered;
- Middle Section Description: A brand-style descriptive text is added, emphasizing that the product is extracted from camellia and is suitable for use in scenarios such as meditation, nighttime relaxation, and emotional healing, enhancing emotional connection;
- Bottom Information: Product information such as "Contains Essential Oils" and "Camellia / Cheer Blossom" is stated, forming a complete visual structure with the brand logo and slogan;
- Layout Structure: Ample white space is used on all sides, using a warm beige background with dark brown font to unify the visual tone;
- Graphic Integration: The brand's graphic shape is superimposed on the background with low transparency, serving as a subtle yet expansive visual texture.
3. Mockup Creation Process
The entire mockup was created in Photoshop, and the process is as follows:
Scene Construction:
- Choose a cream-colored background that matches the product's texture;
- Introduce soft plant shadows on the right side of the visual area to simulate the natural atmosphere of sunlight filtering through windows or foliage, creating a sense of "healing, tranquility, and quality."
Texture Design:
- Adjust the curvature and lighting of the textures to ensure the label naturally conforms to the bottle's curved surface;
- Pay attention to the highlights and reflections of the brown glass material to increase realism.
Lighting and Shadow Adjustments:
- Add a slight shadow to the bottle to simulate a three-dimensional effect;
- Adjust the ambient lighting and overall color tone to make the product look natural and soft, highlighting the details without being overly flashy.
- The background is a warm beige;
- The graphics and text are in dark brown to maintain low contrast;
- The graphic is a swirling curve symbolizing fragrance, contained within a circle, resembling both smoke and the mark of an incense burner;
- The bottom is labeled "SANDALWOOD," with all text in a clean sans-serif font, small in size, and ample white space to enhance the sense of breathing room.
- Background Setup: A brownish-green base was used, with paper-textured details added for realism;
- Texture Structure: A simple box model was constructed, the design draft was applied, and details of the incense stick at the top were added;
- Adding a Shadow: A long shadow was created in the lower right corner with blurred edges, and the brightness and contrast were adjusted to create a three-dimensional effect;
- Light and Shadow Creation: Plant silhouettes were overlaid and set to Multiply mode to simulate the effect of sunlight filtering through leaves.
FINAL SUBMISSION
FEEDBACK
Week 9
Week 10
General Feedback:This week, we continued to provide item-by-item feedback on Task 3, focusing on vertical layout, and suggested improving everyone's use of layout tools to enhance visual consistency.
Specific Feedback:The instructor thought my overall visual presentation was good, with a certain degree of completeness in design language and content.However, because I used Canva for typesetting, some details, such as alignment, line spacing, and margins, were inconsistent, affecting the overall professionalism.The teacher suggested I switch to Adobe InDesign for formal typesetting, which would help improve the overall sophistication and design level of the work.
Week 11
General Feedback:
This week's focus was on printing the first A5 physical brand guidebook. Ms. Vitiyaa provided detailed feedback on each student's printed work, focusing on typesetting standards and print quality.
Specific Feedback:The book used images that were not taken or created by the author, which is not allowed and must be replaced with original or authorized materials.The "2025 AURORA Brand Guideline" at the top of the cover was poorly positioned and was criticized for "looking ugly," with suggestions to change its position or adjust the format; however, the cover image itself received positive feedback.The font size of the main text was too large and needs to be uniformly reduced to improve the professionalism of the typesetting and reading comfort.The Logo Do’s & Don’ts page only lists prohibited actions but doesn't show visual examples of what not to do. Visual comparison images need to be added to help readers intuitively understand the difference between "Do" and "Don’t".
Week 12
General Feedback:This week, each student needs to give an oral explanation of their brand logo, including the origin of the brand name, the logo's design process, and the relationship between the graphic and the brand philosophy, strengthening their expression and logical reasoning skills.
Specific Feedback: No specific feedback
REFLECTION
Throughout the 12-week brand-building journey under Ms. Vitiyaa’s guidance, I went through an in-depth, hands-on process from brand deconstruction (Task 1), logo creation (Task 2), to brand identity & application design (Task 3).
In Task 1, our team chose Skims as the brand to analyze. We completed the required research and presentation while following structural guidelines. Despite the limited creative input in this stage, it trained us to work with professional standards and identify design issues like widow alignment early.
In Task 2, I entered the creative development phase by building my own brand from scratch. My initial three directions—sleep therapy, pet supplies, and cake shop—were critically evaluated with Ms. Vitiyaa, who encouraged me to explore the sleep therapy path. To differentiate from others, I narrowed the brand scope to aromatherapy for emotional healing, giving birth to AURORA. I went on to develop metaphoric imagery, logo mind maps, wordmark lettering based on fragrance forms, and custom typography. The process was highly iterative: I moved from hand sketches, structural exploration, shape generator usage in Illustrator, to fine-tuning stroke weights and compositional balance.
In Task 3, I began building brand applications: invoice, envelope, brand card, letter, product packaging, and vertical publication. Each mockup followed a consistent aesthetic—warm tones, gentle fonts, soft shadows—and required both technical execution in Photoshop and conceptual alignment with the brand philosophy. I received frequent feedback from Ms. Vitiyaa on issues like inconsistent typographic alignment, Canva limitations, InDesign layout refinement, non-original imagery, and lack of visual examples in my guideline. These required immediate action and significantly enhanced my attention to detail.
This project made me realize how a strong brand identity is built not just through design aesthetics, but through conceptual clarity, iterative testing, and consistent application.
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Iterative logo development was one of the most transformative aspects. The letter "O" went through multiple redesigns—from a brush-based aroma swirl, to a reconstructed fragrance form derived from the letter “U,” finally merging the smoke, candle, and wick into a symbolic centerpiece. I observed how Ms. Vitiyaa encouraged me to break from typographic conventions and prioritize symbolic storytelling over rigid letterform legibility.
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During the mockup phases, I noticed that design is not complete until it's placed in context. Early mockups with stone backgrounds or flat lighting lacked warmth and harmony. Only after adding paper textures, natural shadows, and light simulation, did the visuals reflect AURORA’s “emotional healing” promise.
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Through repeated critique sessions, I observed the importance of precision in layout tools—such as margins, paragraph styles, and baseline grid alignment. Using Canva limited my control over these, and only when I switched to InDesign did the typography gain rhythm and polish.
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The weekly feedback loops revealed that every micro-decision—from font weight to content hierarchy to pattern consistency—impacts brand perception. Professionalism is in the details.
By the end of this branding journey, I have developed the following key insights:
-
Concept clarity is everything.
A strong conceptual foundation—"aromatherapy for emotional healing"—guided every design decision, from typography to color, motion to layout. Without this, aesthetic choices would be arbitrary. -
Originality needs refinement, not reinvention.
My original aroma-lettering idea wasn’t perfect, but it became powerful once refined under feedback. Rebuilding the “O” from scratch, balancing form and meaning, taught me that originality emerges through iteration—not just novelty. -
Mockups bridge the gap between design and experience.
Static design doesn’t communicate the brand alone—contextualized mockups make it emotionally resonant. Every touchpoint—from the thank-you letter to the bottle label—must be carefully staged to tell the same story. -
Technical craft is inseparable from brand storytelling.
Layout alignment, spacing, type size, color harmony—these aren’t just visual tools but brand tone-of-voice. Using InDesign over Canva helped me express precision, control, and brand maturity. -
Feedback is a creative tool, not a correction.
Ms. Vitiyaa’s critiques didn’t just point out flaws—they opened doors to stronger ideas. Whether it was improving my logo integration, synchronizing brand dates, or refining visual guidelines, each piece of feedback pushed the brand one level higher.
FURTHER READING
1. Core Concepts of Brand Identity
“A brand is not what you say it is. It’s what they say it is.” — Marty Neumeier
This book clearly states that brand identity is not just a logo, but a complete system by which a brand communicates its personality, positioning, and values to users through visual, linguistic, and experiential means.
The functions of a brand identity system include:
- Building trust and familiarity
- Strengthening brand awareness
- Enhancing user loyalty and brand consistency
2. The Five-Phase Process of Brand Building
Alina Wheeler proposes a systematic five-phase process, providing structured guidance for brand projects of any size:
- Conducting Research: Market, user, and competitor research and brand audits.
- Clarifying Strategy: Clearly defining the brand's mission, vision, core values, positioning, and differentiating advantages.
- Designing Identity: Including logo, color scheme, typography, image style, and graphic grammar.
- Creating Touchpoints: Extending the brand system to channels such as business cards, packaging, websites, and social media.
- Managing Assets: Establishing a brand manual, standardizing brand usage, and ensuring consistent communication.
3. Components of a Brand Identity System
This book emphasizes that establishing a unified visual language should include the following components:Elements | Description |
Logo | The core visual identifier, requiring simplicity, uniqueness, and recognizability. |
Color System | Colors should support the brand personality while considering readability and consistency for print/screen presentation. |
Typography System | The font reflects the brand tone, such as formal, warm, friendly, or technological. |
Images and Graphics | Including photographic style, illustrations, icons, etc., helping the brand create an emotional atmosphere. |
Typography System | Ensuring consistent visual style and clear communication across different platforms and media. |
4. Brand Personality & Voice
A brand is a "person with personality," not a cold, impersonal product.
The book recommends using a **Brand Personality Spectrum** to define brand characteristics, for example:
- Friendly vs. Professional
- Natural vs. Luxurious
- Quiet vs. Lively
Brand tone of voice must be consistent across all occasions, including website text, social media posts, and customer service language.
5. International Brand Case Studies
The book selects several classic brand design projects as case studies, including:
- Spotify: Minimalist style combined with dynamic graphic language to create a musical atmosphere.
- Google: A brand system emphasizing flexibility and inclusivity.
- Adobe: Graphics and color construct an impression of brand energy and creativity.
- NYC (New York City Brand): How to translate urban character into brand identity.
- AIGA: How a design industry association maintains a balance between brand rigor and creativity.
Each case study combines visual presentations with strategic analysis, making it ideal for learning the integration of "design + strategy."
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