An Empirical Study On Enterprise Brand Building Based On Visual Design

Nowadays,life and economy have entered a period of rapid development.People’s life forms are more artistic,and their psychological and spiritual demands need to be more satisfied.Therefore,brand image becomes a vital and growing organic whole,and the rapid development of brand is increasingly fierce in economic competition.At the same time,with the development of the brand,enterprises also pay more and more attention to the influence of brand image design.The development of the enterprise needs to constantly improve the concept,improve the self and enhance the brand recognition,and the visual recognition plays an important role as an important part of the brand image.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 Kyr? Distillery Company was selected as the case company because of its active branding efforts and broad use of visual material.The case study is divided into two aspects of visual design and corporate marketing.The objective of the visual research was to gain an initial understanding of the case company’s visual identity.The purpose of the study of corporate marketing is to clarify the decisions and challenges behind visual recognition.Since the study was a single case study of a foreign 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.