The Role of Design in Brand Identification
Mehdi Asl Fallah
Reprinted from: Honar Nameh, University of Art, Tehran, No. 18, Spring 2004 (A brief of the article)


In today's technological world that is evolving at a dizzying pace, products and services have become so identical that they are no longer distinguishable on the basis of quality, efficiency, reliability and safety. Brands make all the differences in today's competition, by adding trust and consumer confidence.

They make it possible for customers to choose more easily. For example, when we think of drinks, we think of "Coca Cola" right away; or when we think of a car, we picture a "Mercedes".

The era of good pure production or good pure design has faded. Firms that are successful in the competitive markets use brand identification to create an emotional appeal for their customers and gain their confidence.

Design has an important role in the process. Designers, more than anyone else, can aid company executives in creating brand identification and creating psychological appeal. Graphic, industrial and architectural design are the main specializations that can create brand identification.