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| visual brand language ： ウィキペディア英語版 |
visual brand language
Visual brand language is the unique "alphabet" of design elements – such as shape, color, materials, finish, typography and composition – which directly and subliminally communicate a company's values and personality through compelling imagery and design style. This "alphabet", properly designed, results in an emotional connection between the brand and the consumer. Visual brand language is a key ingredient necessary to make an authentic and convincing brand strategy that can be applied uniquely and creatively in all forms of brand communications to both employees and customers.〔Brunner, R.; Emery, S., ''Do you matter? How great design will make people love your company''., (2009), Upper Saddle River: FT Press.〕〔Lockwood, T; Walton, T., ''Building Design Strategy'', (2008), New York: Allworth Press.〕 Successful Visual Brand Language creates a memorable experience for the consumer, encouraging repeat business and boosting the company's economic health. It is a long-term creative solution that can be leveraged by an executive team to showcase their brand's unique personality.〔Aaker, D., ''Building Strong Brands'', (1996), New York: The Free Press.〕
For example, as shown, a Starbucks constant, main design ingredient was black and white icons. The icons represent elements of the "alphabet". Each year, the promotional campaigns would use the same icons but the color palette and the featured icons would change. Another distinguishing iconic design element is the BMW 'split grill' continually employed to represent the brand. While the grill size and design details evolve over time, the underlying idea is constant and memorable. The use of color is also a powerful associative element for consistent imagery, as exemplified by the comprehensive application of orange by The Home Depot across all its brand materials.
== The strategic pyramid ==
The strategic pyramid is a four-staged hierarchal pyramid that serves as a guideline to establish or re-establish the visual brand language of a business. With the market being flooded with new products, services, and ideas each day, it is vital for businesses to stand out from the crowd. Every brand has a fundamental need to connect with their target market and audience.
This pyramid serves as a reference system for designers and other individuals within the company to better understand and create the brand personality, product attributes, design principles, and signature elements of the brand design.〔Mumgaard, J., Mathew, N., & Prince, M. (n.d.). Expressing Brand Through A Product. Beyond Design Chicago. Retrieved August 11, 2013, from info.beyonddesignchicago.com/Portals/117474/docs/expressing-brand-through-product-bdi-innovation-2013.pdf?hsCtaTracking=d2feb6b7-867d-419a-8893-e5c0c1afb4f0%7Ce417b280-5666-4488-90c5-572cc6a7466f〕 Starbucks Coffee will be used as an example to help better illustrate this pyramid.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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