WHAT IS GRAPHIC,
BRANDING & IDENTITY?
I want to consider the meaning of my course, looking at three individual elements as well as a whole.
Through mind mapping we can consider their individual meanings. I have always thought of graphics as ‘commercial art’, the visual media used by a company or organisation to communicate a message to their customers and followers. In terms of branding it is the graphics that allow the world to initially become aware of a brand.
In my opinion branding is the legal section of the course. When we think of a brand the logo, colour palette, slogan, advertising and product or service comes to mind and these are the elements that are individual and specific to each brand. To be successful they must be consistent, cohesive and engaging to the target audience. In most cases the features of a brand will be copyrighted or trademarked making the brand unique.
I consider identity to be what’s under the surface. The way a brand promotes itself visually needs to identify with their brand values and what they stand for. It goes beyond the services and products they offer; a brand’s characteristics symbolise the morals a brand believes in, which in turn can create a solid relationship between the brand and the consumer. “Design is a way of conveying… collective identity to the world” (Forty, 1986) As emotional beings we are drawn to likeminded people, therefore, identity also concerns the culture into which a brand fits. Whilst wanting to appeal to a target audience, it is important they identify with the masses and don’t offend or single out a particular group. This allows a company to be widely known but still favoured by a particular audience.
So what is Graphic Branding & Identity? Eventually I came up with the definition: The study of how brands are perceived visually, socially and sub-consciously within their consumers minds.