Brand design

from Wikipedia, the free encyclopedia

Under brand design refers to the translation of the vision , corporate culture , positioning and strategic concept of a brand into a visual image.

The main goal of brand management is to differentiate one's own performance from the offerings of competitors and to distinguish oneself noticeably from the competition through one's own products or services. Brand design makes this work visible and communicates this through creative measures. The central element is always the logo . A logo can consist of one or more letters, or a combination of letters and picture elements.

Constant perception of a brand

In addition to the logo, all design aspects are used that can represent the typical brand character via a brand appearance that is perceptible with the senses.

Coca-Cola lettering, 1900

Basic elements are symbols , typography , colors and linguistic, acoustic, olfactory and haptic signals that communicate a constant, recognizable and reproducible image of a brand to the recipient.

A well-known brand design is the Coca-Cola lettering on a red background. The curved lettering was first used as a brand design for the lemonade in 1887. The main graphic features are used to this day, which means that the brand's perception is maintained.

Brand design and corporate design

Under corporate design refers to the design of appearances of a company. The field of responsibility of brand design is very similar to corporate design, because companies can sometimes also be considered brands. However, companies can own brands themselves. That is why a differentiation through the term brand design is necessary.

Brand design studies

A bachelor's degree in brand design is only available in Europe at the Brand University of Applied Sciences in Hamburg and at the HAWK Gestaltung - University of Applied Science and Art in Hildesheim under the competence field: Branding Design. There is also a master’s course in Creative Communication & Brand Management at Pforzheim University .

literature

  • Andreas Baetzgen: Brand Planning: Strong strategies for brands and campaigns. Schäffer-Poeschel, Stuttgart 2011, ISBN 978-3-7910-3115-6 .
  • Richard Linxweiler: Brand design: developing brands, successfully implementing brand strategies. Gabler, Wiesbaden 2004, ISBN 3-409-21421-6 .
  • Uwe Munzinger, Karl Georg Musiol: Brand communication: How brands reach target groups and trigger desire. mi, Munich 2008, ISBN 978-3-636-03136-5 .
  • Marco Spies: Branded Interactions: Planning and designing digital brand experiences. Hermann Schmidt Verlag, Mainz 2012, ISBN 978-3-874-39830-5 .
  • Alina Wheeler: Designing Brand Identity: An Essential Guide for the Whole Branding Team. John Wiley & Sons, Hoboken, New Jersey 2012, ISBN 978-1-118-09920-9 .