Brand, Design & Culture
Understanding a brand as a tool to communicate the information related to a company, product or service to the consumers / users, I could define a brand as a magic-mirror that takes input from the consumer’s culture and embodies it into a message that creates associations and expectations among a product, the culture I define it as the environment where the message is spread, and the aesthetics as the language used to materialize this communication.
*photo from Mladen Penev
Brands communicate values, ideas, personalities and behaviours that can be found on the consumer’s culture. Aesthetics translate the values and cultural abstractions into defined messages.
The relation between brands and culture is a symbiosis, where both feed from each other.
*The graphic below illustrates the relations among brands, culture, consumer and aesthetics.
