More than just a logo, a brand’s identity consists of all the visual elements that create a specific set of associations in the minds of its audience. A key factor in determining a brand’s positioning in the marketplace, brand identity associates the brand’s aesthetic with its value offerings.
A brand’s choice of visual elements is usually the first form of communication it has with its potential audience.
For example, the iconic Apple logo has come to represent a sense of innovation and creative ingenuity that lives in harmony with its users' day-to-day lives. The Tesla logo is an instant marker of someone who appreciates disruptive technology. The Amazon smiling-arrow logo reminds its audience of the excitement felt when a recently ordered novel arrives between 10 am - 3 pm that day.
The simple curve of an apple, the distinct angle of a T, or the rounded edges of an arrow can have a major impact on the associations crafted in the minds of consumers. It’s a startling but powerful truth.
To make the most of brand identity, a brand must know exactly what it stands for (brand values), the messaging it wants to convey to a new audience, the impression it wants to create, and the value it can deliver consistently over time.
However, markets change, products are redesigned, services evolve, and the previous visual elements may no longer be effective or aligned with a brand’s newest iteration of itself. When a brand begins to lose its relevant audience, feel stagnant, or outdated, it may be time to pivot and reposition with a rebranding that matches its new direction.
At Laura Lian, we pride ourselves on taking the time to thoroughly understand the brand’s we support. With our in-depth Brand Analysis process, our creative director and brand strategist partner with brand owners and stakeholders to convey the most accurate and impactful message to their chosen audience.