Branding through visual design: A case study of a company’s visual identity guided by brand values and story

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Person, Oscar
dc.contributor.author Iivanainen, Riikka
dc.date.accessioned 2017-05-30T05:35:32Z
dc.date.available 2017-05-30T05:35:32Z
dc.date.issued 2017
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/26322
dc.description.abstract This thesis is a study on how a company can use visual design in branding. A company’s visual identity has previously been studied mostly through corporate identity and from the perspective of designing individual identity elements. Visual design in all of its applications including products, environments and information has received less attention. The objective was to investigate what kind of considerations building and managing a visual identity requires and in which parts of branding visual design can play a role. Evaluating the effectiveness of the chosen approach to visual design was left outside the scope. The topic was studied through a literature review and case study. The Finnish distillery Kyrö Distillery Company was selected as the case company because of its active branding efforts and broad use of visual material. The case study was divided into visual research and interview with the company’s marketing manager. The objective of the visual research was to gain an initial understanding of the case company’s visual identity. The interview was conducted to shed light on the decision-making and challenges behind the visual identity. Since the study was a single case study of a company in the distinctive alcohol industry there are limitations to applying the findings to all businesses. In branding visual design can be used to differentiate products, create brand awareness and justify a premium price. The case study findings suggest that companies can approach creating a visual identity through their brand values and story. Companies should consider how different visual identity elements relate to each other as well as to the other senses. One of the biggest challenges is maintaining a coherent and consistent visual identity when collaborating with various other parties. Companies can benefit from clear instructions, a design manual and especially from centralizing visual design to one trusted design agency. This thesis provides a starting point for companies planning to create or redesign their visual identity as it highlights some of the main considerations and challenges when managing visual design. Visual design can be a powerful tool in branding and an alternative to traditional advertising. en
dc.format.extent 56 + 1
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Branding through visual design: A case study of a company’s visual identity guided by brand values and story en
dc.type G1 Kandidaatintyö fi
dc.contributor.school Taiteiden ja suunnittelun korkeakoulu fi
dc.contributor.school School of Arts, Design and Architecture en
dc.subject.keyword visual identity en
dc.subject.keyword visual design en
dc.subject.keyword branding en
dc.subject.keyword design management en
dc.subject.keyword case study en
dc.subject.keyword Kyrö Distillery Company en
dc.identifier.urn URN:NBN:fi:aalto-201705304883
dc.type.ontasot Bachelor's thesis en
dc.type.ontasot Kandidaatintyö fi
dc.contributor.supervisor Fagerlund, Hilkka-Maija
dc.programme Muotoilu fi


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