In order to be successful in today’s competitive environment, brands must have well-established identities. Thus, during the branding process it is necessary to attribute to the brand the personality traits and visual elements that best represent the desired identity. With significant advances in the area of communication, over the years scholars have analyzed how different visual elements (e.g. logo, color, shapes, typography) can represent the desired brand personality. However, typically these elements are analyzed separately, since few researches have studied the association of personality traits with the whole set of visual elements of the brand, so called “visual identity”. Therefore, through a systematic literature review, this study develops a methodological framework that allows the creation of the brand visual identity based on the desired brand personality, being assigned to each brand personality dimension suggested by Aaker (1997) a set of visual elements, namely, within the scope of this research, colors, shapes and typographies, which represent the desired personality traits. Thus, this research serves as a guiding tool for designers during the creation of the brand’s visual identity, contributing to the set of visual elements of the brand correctly visually translating the personality traits that were defined through the branding process.
Student, Master's Degree in Design and Advertising., IADE - Instituto de Artes Visuais, Design e Marketing, Portugal Rodrigo Morais
Coordinator, IADE, Universidade Europeia, Aveiro, Portugal Edirlei Soares De Lima
Assistant Professor, Unidade de Investigação em Design e Comunicação, Universidade Europeia, UNIDCOM/IADE, Aveiro, Portugal Joana Ramalho
Assistant Professor, Unidade de Investiação em Design e Investigação, UNIDCOM/IADE, IADE - Universidade Europeia, Portugal
BRAND IDENTITY, BRAND PERSONALITY, VISUAL BRAND IDENTITY, BRANDING