The article utilizes the literature research method, case study method, and practical verification method. The article discusses brand visual identity and motion graphics design principles. The ...article outlines dynamic brand visual identity design trends that digital information and AI enable. It explains AI generative models like GAN and diffusion models that generate graphics and effects. Examples like Stable Diffusion and Midjourney show AI's potential for diverse, abstract visuals in motion graphics. AI could also enable interactive effects by combining with AR/VR. Overall, AI can empower dynamic, personalized graphic design and branding. Key points are that dynamic design brings interactivity and better conveys brand meaning. Brand visual design is diversifying, with core brand image and dynamic performance reinforcing each other. AI can boost efficiency, innovation, and meaning in dynamic design. Though mainstream, 2D branding remains relevant. The article highlights the future potential of AI in motion graphics and visual storytelling, as it can generate new interpretations and experiences.
This study aims to fill a gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: (1) what are the factors that influence the ...favorability of the corporate logo; and (2) what are the main influences of this favorability on corporate image and corporate reputation? The favorability of a corporate logo is reflected by the extent to which consumers positively regard that logo. The findings from the consumers' perspectives in the context of a financial setting, suggest that the main factors that bear influence on a favorable corporate logo (antecedents) are: corporate name, design, and typeface. The findings reveal the importance of the company's corporate logo in enhancing the corporate image, attitude toward advertisements, recognizability, familiarity, and corporate reputation. Key implications for managers and researchers are highlighted.
This study extends the conceptualization of corporate identity (CI), and develops a valid and reliable scale for the concept via multistage research design. After detailed literature review, key ...elements of CI in practice are clarified using 20 semi-structured interviews with senior managers in leading UK companies, followed by an online survey among senior managers in the UK food and beverage sector. Five dimensions of CI are identified following two-step structural equation modelling: consistent image, top management behavioral leadership, employee identification, mission and values dissemination, and founder transformational leadership. The scale is examined for nomological validity with an outcome variable, namely corporate social responsibility. The contribution is novel, as for the first time CI is empirically validated as a second-order hierarchical construct. The resultant scale guides practitioners to specify priorities when developing CI, acts as a tool to assess the effectiveness of activities over time, and enables corrective action where needed.
This study aimed to identify the dimensions can help develop a brand's visual identity to address digital customers' pain points. An online survey was distributed to 600 digital customers in the ...Kingdom of Saudi Arabia. Structural equation modeling by the partial least squares method was used for the data analysis. The current study contributed to reaching the most important dimensions of creating a distinctive and unique visual identity, which was represented in the Emotional connection, Mental positioning, Professionalism, Brand eloquence. Marketers can benefit from these results in creating a distinctive and unique visual identity that contributes to overcoming the customer's pain points, and then reaching the target customers and attracting them to the brand and linking with it, and increasing the sales and profits of the digital organization. also, can benefit from these findings when preparing the marketing strategy to match the components of the organization's unique and distinctive visual identity.
PurposeThe aim is to review and discuss main conceptualizations, themes and assumptions within organizational-level visual identity (VI) in order to identify potential avenues of theoretical ...advancement of VI as an independent construct.Design/methodology/approachAn integrative review approach offers a structured, nuanced perspective on the concept by synthesizing extant literature through an iterative, critical and qualitative process.FindingsThe synthesis identifies three overlapping terms corporate visual identity (CVI), visual brand identity (VBI) and VI and two main themes (visual consistency and authenticity). The dominant assumptions underpinning consistency and authenticity are challenged by alternative understandings, which provide a platform for perceiving visual consistency and authenticity in new ways.Research limitations/implicationsThe review offers an overview of organizational-level VI that helps define the concept as well as critical reflections which open up for additional research avenues that may develop it and point to potential areas for exploration.Practical implicationsThe review provides practitioners with a platform for discussing how to approach visual identities with regards to consistency and authenticity.Originality/valueThe review contributes with a synthesis of VI literature covering 50 years. It offers a structured presentation of and critical discussion on the underlying, dominant assumptions. By challenging these dominant assumptions, a palette of future research opportunities, with potentials to nuance and develop the concept as a unique construct, are presented.
Purpose
When a new logo is released, it does not have an established meaning in the mind of the viewer. As logos have become more highly scrutinized by consumers and critics, it has become more ...important to understand viewers’ initial responses to logos. While other studies have researched the impact of aesthetic choices on viewer reaction to logos, this study aims to understand the effect of the surrounding visual identity system when a new logo is introduced.
Design/methodology/approach
This study combines a content analysis of 335 posts on the logo review website Brand New with the voting data from their polls to understand how visual context correlates with a viewer’s initial response.
Findings
Increased amounts of visual context correlate to an improved response from viewers. Different types of context that can be presented – from logo variations and environmental examples to videos and animation – have varied effects.
Practical implications
When releasing a new logo, companies and organizations may receive a better response from viewers if they provide more visual context. Animations may also provide an improved response.
Originality/value
This study takes a novel approach to exploring viewer responses to logos by combining content analysis with voting data. While most studies use fictitious or abstract logo designs, this study uses actual logos and context to better understand viewer responses.
Today, football is one of the most popular sports globally. Its particular attractiveness is firmly linked to brand concepts; therefore, this study aimed to design a brand identity model in the ...football industry. This research applied in terms of purpose and descriptive-survey in terms of nature. The study's statistical population included all spectators, elites, athletes of the Iranian football Premier League, 384 of whom were selected as a statistical sample in an accessible and targeted manner. To analyze the data, descriptive and inferential statistical tests and model fit analysis of structural equation modeling with PLS software have been used. According to the results, all brand identity dimensions have a significant relationship at the level of p≤0.05 with the Premier Football League's brand identity. The non-product extent had the most role by explaining 93% of brand identity changes, and then from that dimension, empirical equivalence explained 91% of the brand identity variable changes. Then the product-related variable explained 86% of the changes in the brand identity variable. Finally, visual identity explained 85% of the changes in the brand identity variable. According to the research results, it is suggested that football clubs are among the factors of their brand identity, including; Use social responsibility, customer relationship management, the use of managers who specialize in football, marketing, and sports economics.
Many Iranian gardens, especially those registered nationally and internationally, are full of pure Iranian art. One of the most beautiful gardens is Eram Botanical Garden. Available studies and ...visual evidence show no proper effort has been made for this garden to preserve and reproduce its visual heritage. Findings taken from motifs are shown in the form of logos and graphic images. The results of this study show that this garden, with a clear graphic identity based on its values and modern graphic designs, will increase the prosperity of Iranian art, and the development of tourism attracts and guides the audience.
Historical visual identity features have been used primarily in the physical environment. Its application in the virtual world has become essential due to digitalization and digital marketing ...development. The Romanian coffee market is characterized by several elements, such as preferences for specific varieties of coffee, consumption patterns, and coffee's cultural significance. The authors conducted quantitative marketing research to ascertain consumer perceptions, views, and attitudes regarding the visual identity components employed by businesses in the Romanian coffee market in offline and online environments. The research's findings showed that most respondents consume coffee, with a sizable portion doing so several times daily. Investing in visual identity components may make coffee brands stand out, draw in new customers and keep existing ones. The brand is significant when deciding which coffee to drink, with quality and cost also important considerations.
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