From Identity Into Brand Visual Identity

Abstract

This chapter seeks to contribute to the clarification of the concepts corporate identity, brand identity, and brand personality. Through a methodology based on literature review and descriptive case studies, the authors seek to define a model to characterize corporate identity and to define brand identity and brand personality as ways of competitiveness and industrial innovation. The main result of this study is the definition of a model to identify the corporate identity and define the brand identity and brand personality, opening new paths for future empirical research.

Once Upon a Time: A Kit of Tools for Reading and Telling Stories

“…An identity system is not limited to the design of a logo, it also has the function of aggregating and making coherent an entire communication system, integrating its different elements [15] . All these elements need to be calibrated to converge in the construction of a message that is tuned with the brand and its products [16] , [17], [18].…”