Abstract
Much has been written over the years, concerning the separate domains of conflict and branding, however, the combination of the two and how one is impacted by the other is rather scarcer, especially from a British perspective. Conflict and the well-documented effects of war can be argued that it had a direct influence on the visual development and positioning of a brand during the Second World War. Furthermore, this can also be aligned to contemporary brand strategy and that of recent events concerning the COVID-19 pandemic that impacted on the world in early 2020-22 and continues to have considerable economic impact. This paper offers insight into how modern-day brands have evolved when referencing and adapting their brand’s identity, influenced this time not by wartime conflict, but an equally pernicious global event as the recent COVID-19 pandemic. How have modern-day brands leveraged and adapted their visual persona to reflect their new environment, brands that traditionally are not related to pharmaceutical and healthcare. What circumstances enabled them to change their brand persona and tone of voice?
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
BRANDING, ADVERTISING, SECOND WORLD WAR, COVID-19, LOGO, DESIGN STRATEGY
