Brand meaning: In search of brand magic

Barbra Wright

This article discusses how brand meaning is built through visual identities. At their most basic, brands make people feel good in some way - their look or experience creates a reward.

Brand meaning: In search of brand magic

Barbra WrightDragon Rouge

The visual identity of a brand is the vehicle to communicate something meaningful, expressing the brand idea and bringing life to it. And the most important role of the brand is to make us feel better.

To begin, let's get the semantics out of the way – while for some, a brand's identity may mean its logo, in this narrative I'll be thinking about a brand's visual identity as everything a brand communicates through the medium of design. This does, of course, include, and is possibly anchored by, its...

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