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== Session 3 and 4 - Visual brand identity == Problem: How to create a visual brand identity? Learning objectives: # ) What are the elements that create visual identity? # ) What is the process to create visual identity? # ) What are the challenges in creating and communicating visual brand identity # ) Good and bad examples of Keywords: Cultural adaptation, mission, identity, trend, creativity, art, history, evolution * '''[[w:Visual brand language|Visual brand language]]''' is branding terminology for a unique "alphabet" of design elements β such as shape, color, materials, finish, typography and composition β 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 [[w:brand|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. <ref>Brunner, R.; Emery, S., ''Do you matter? How great design will make people love your company''., (2009), Upper Saddle River: FT Press.</ref><ref>Lockwood, T; Walton, T., ''Building Design Strategy'', (2008), New York: Allworth Press.</ref> :::: 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.<ref>Aaker, D., ''Building Strong Brands'', (1996), New York: The Free Press.</ref> ( Wikipedia ) * '''[[w:Color psychology|Color psychology]]''': Since color is an important factor in the visual appearance of products as well as in brand recognition, color psychology has become important to marketing.<ref>[http://blog.kissmetrics.com/color-psychology/?wide=1 How do colors affect purchases?]</ref> ( Wikipedia on [[w:Color psychology#Uses in marketing|uses of color psychology in marketing]] ) * '''[[w:Color preferences|Color preferences]]''' are the tendency for an individual or a group to [[w:prefer|prefer]] some [[w:color|color]]s over others, such as having a '''favorite color'''. ( Wikipedia ) * '''[[w:Color symbolism|Color symbolism]]''' in [[w:art|art]] and [[w:anthropology|anthropology]] refers to the use of [[w:color|color]] as a [[w:symbol|symbol]] in various [[w:culture|culture]]s. ( Wikipedia )
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