What is BRAND IDENTITY?

What is Brand Identity? The concept of brand identity refers to how the brand presents itself and the values with which it would like to be associated in the eyes of the public: in short, it is how the brand wishes to appear to consumers.

In order to develop a good brand identity, one can use Jean Noel Kapferer's "prism model": the six dimensions of the figure would be the areas to be considered for the complete and effective representation of a brand. According to this theory they are to be considered:

• physical characteristics, that is, all visual elements, colors and shapes that are distinctive for the brand.
• The relationship that exists between the company and the consumer;
• the reflection, that is, the type of target audience that is associated with the brand.
• self-image, that is, the personality and character that make the agency that is developing the project unique and distinctive.
• The cultural universe, which are the values and ethical aspects that the brand cares about;
• The personality that is attributed to the brand.

  

To understand the model concretely, here is an example of how we worked to develop the brand identity of Puk_italian architectural lighting. The main element we focused on is certainly the color that identifies the brand: orange expresses energy, strength and determination. The latter are precisely the characteristics that distinguish Puk. The care and attention to detail, the clean lines that express the closeness to the world of design, and the distinctive visual language make this project an example of how the image of a brand can radically change. Working in the Business to Business sector, the brand addresses a specific target audience of outdoor lighting professionals, so the end result of brand identity must reflect them and be understandable and addressed to them. It is from gathering all this information that we arrived at a clear, strong and consistent Brand Identity.

Here is the transformation of Puk.