Design and Reconceptualization of the Visual Brand Identity Framework

Abstract

Purpose – The aim of the paper is to redefine and conceptualize the essence and connections of visual brand identity through a new perspective. It begins with a critical examination of current visual brand identity theories, identifying and addressing their inconsistencies. Based on the collected data, this study proposes a novel theoretical framework for visual brand identity, in which visual brand identity is systematically integrated with digital platforms and content elements.

Design/Methodology/Approach – Using a literature review as the basis, theories and concepts of visual brand identity are presented. The extracted concepts and theoretical approaches are compared and synthesized employing qualitative research methods.

Findings and implications – The present research study establishes a new framework, named the Visual Brand Identity Window Framework, which is grounded on the existing scientific literature on visual brand identity theories and approaches.

Limitation – The framework can be further developed through feedback on new scientific theories. Economic, societal, cultural, and technological changes could influence the visual brand identity definition and toolkit, making its ongoing exploration an engaging and valuable task.

Originality – The framework introduced in this study is unique, as no similar framework with the approach like this one exists in the literature on visual brand identity. Its value lies in clarifying, systematizing, and rendering transparent the contradictions and diversity in the literature. It defines the concept of visual brand identity and presents its components based on the academic literature. The established framework illustrates and unifies the relationship of visual brand identity with both digital and traditional spaces, as well as its relation to content elements. The established Visual Brand Identity Window Framework provides a practical and accessible structure that can assist both scholars and industry professionals. It can be a starting point for future research and support strategic decision-making in brand identity management.