Fifteenth International Conference on Design Principles & Practices

Abstract

Since the 1960’s, the definition of “brand” has expanded from merely visual assets, such as logos, to an integrated structure that incorporates intangible elements, including purpose, value, expression, personality, and relationship. The resulting brand affects both the cognitive and emotional responses of the target audience, thus creating a strong connection with them. In practice, design professionals have been challenged to develop methodologies to define brands with deeper meanings and to use those meanings to guide the creation of all visual assets. This case study presents a major brand identity project that demonstrates how the purpose of the brand was articulated through storytelling and how design assets aligned with the brand purpose.