Brand is a fundamental element of design. It’s not just about logos, colours, or typography, but also about the experiences and emotions they evoke. A strong brand design, such as Apple’s, can engender trust, loyalty and a sense of belonging. This is achieved by consistently delivering on its brand promise and creating a distinctive identity that resonates with its audience.
Designing for trust involves more than just aesthetics. It requires transparency, honesty and authenticity. Brands like Patagonia and Everlane are leading the way in this area by openly sharing their supply chains and manufacturing processes. This transparency builds trust and fosters a deeper connection with their customers.
The future of brand design lies in co-creation, where brands and consumers collaborate to shape products and experiences. This approach promotes engagement, fosters loyalty and increases the brand’s relevance. Lego is an example of a brand that has successfully embraced co-creation, involving its fans in product development and design.
In the digital age, brand design is also about creating seamless experiences across multiple touchpoints. This requires a deep understanding of the customer journey and a focus on user experience. Brands that succeed in this area are able to create a strong and consistent brand presence that engages and delights their customers.
Go to source article: https://jods.mitpress.mit.edu/pub/issue3-brand