2021
15th International Conference on Design Principles & Practices
MET EVALUATIVE CRITERION: None, according to the Criteria document, because there is no proceeding. However, I believe being peer-reviewed to present at this dynamic conference still indicates the value of the research and the case study in this presentation.
PRESENTATION
Brand with Purpose—Discover a brand’s deeper meaning to drive the development of its visual identity
CONFERENCE
15th International Conference on Design Principles & Practices
Monterrey, Mexico
SCOPE
International • Peer Reviewed
ORGANIZER
Design Principles & Practices Research Network
The conference offers an interdisciplinary forum to explore the meaning and purpose of design. It traverses a broad sweep to construct a trans-disciplinary dialogue, which encompasses a wide array of design paradigms and 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 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.