Brand Design: Communication Design for Branding

The book will remain a valuable knowledge of brand design regardless of the reader’s discipline, as it is for students going along the way to brand designers and readers interested in brand design. It is also an essential reference book for brand managers who want to know the importance and purpose of design in their brand strategy

Design behavior as a design mind

The object of design is the target, people. People understand and respond to designs based on their experiences and knowledge. Therefore, brand designers should study designs that can communicate clearly with the target based on experience and expertise. Just as humans have always been transformed and evolved by the environment, consumers change by given environments.

By the mid-20th century, people were less active and more passive. In the late 19th and early 20th centuries, Europe and the United States took the lead in the global economy, expanded the market by mass production of products, and sought convenience based on people’s standard of living. And through extensive distribution and promotion, the goods attracted people’s minds. Later in the mid-20th century, the middle class in the U.S. and Europe saw higher industry standards and increased consumption as various goods poured out accordingly. It has led to product development, promotion, and design based on differentiated strategies in product development, advertising, and design by function. And the people divided by race, gender, age, and economic power was valued at the consumer group by lifestyle. In this fierce competition for goods or brand competition, people have shown consumer maturity in determining consumption by measuring various requirements of the brand. The importance of marketing emerged during this period.

There have been many developments and changes around the world since the 21st century. The global economy is moving from the U.S. and Europe to Asia, which is shaking the middle class and global markets around the world. The spread of the Internet has brought the world closer. The unpredictable lifestyle of consumers makes it easy to create and eliminate diverse consumer groups. As a result, several brands are fiercely competing, and they are disappearing or surviving. Existing businesses must reorganize their business structures and restructure their organizations to keep their lives in line with these changes. Now the role of design is more critical than ever in fierce global market competition because differentiated design leads to differentiated businesses and differentiated brands. 

Design strategy as a strategic mind 

Branding that moves people’s minds in the 21st century plays a crucial role in branding knowing the importance of design. Sometimes designs are priced higher than other brands. Brand design is never the answer to higher prices. The purpose of the brand design is to gain the target’s trust and loyalty by communicating the brand’s message. If you interact with consumers with brand design, the price of the brand will be a sign of their recognition of trust and loyalty. Therefore, brand designers must have the ability to practice social and cultural responsibility; they should have extensive knowledge and insight and should able to deliver a consistent design solution.

For the other person to trust and trust me like an old friend, I must honestly show myself, watch what I say, be careful in my actions, and be consistent. A brand needs quality and price, service and distribution, and brand design to establish a group of loyal customers. Brand designs that show and confront targets must communicate with when, where, what, how and why. In other words, the design strategy is to study how to interact with consumers. If the design strategy is opaque or lacking, communication with the target becomes inefficient, leading to doubt and externality.

The core of the book is the design behavior and design strategy described earlier. In explaining the core content of the brand design methodology, the author indicated the process of establishing a systematic strategy based on the analysis of culture and society, which is the lifestyle and the surrounding environment of the target and studying design that can communicate with the consumers.

The excellent brand design reminds people of something and becomes part of life. The best brand designer should always keep this in mind. 

A variety of design examples were applied to illustrate the content quickly. Most of the design examples have introduced designs from accomplished designers who have had a long relationship with me. The designers are close friends in many ways, including my former students, alumni who studied design together, and colleagues who practiced design together. Their designs accomplished in communicating the brand and the consumers.


  • Preface
  • Chapter 1. Why Brand Design?
  • Chapter 2. Basic Communications Elements of the Brand Design: Linguistic Communication Elements in Brand Design
  • Chapter 3. Basic Communications Elements of the Brand Design: Visual Communication Elements in Brand Design
  • Chapter 4. Brand Design Strategies and Applications: Brand Identity Mark Design
  • Chapter 5. Brand Design Strategies and Applications: Types of Brand Touchpoint Designs
  • Chapter 6. Brand Design Strategies and Applications: Brand Touchpoint Designs
  • Index

Some spreads from the book

Design Contributors

  • Adam Richter
  • Al Quattrocchi and Jeff Smith at Tornado Design
  • Albert Young Choi at DREL
  • Ali Seylan at Ondokuz Mayıs University
  • Andrew Maniotes at Eastern Michigan University
  • Benjamin Hancock at I/O Interactive Outliers
  • Carlos Zamora at Carlos Zamora Design
  • Donald Tarallo at Tarallo Design
  • Doug Barrett at Doug Barrett Design
  • Durst Norbert at Plus-Gratis Kft
  • Elamine Maecha and Ellen Tongzho Zhao at BURO-GDS
  • Erin Wright at Asylum
  • Ferenc Kiss at Sarkanylatvany
  • Ian Lynam at Ian Lynam Graphic Design
  • Jan Rajlich Jr. at VUT University
  • Jean-Benoit Levy at Studio AND
  • Jennifer McKnight at Jennifer McKnight Design
  • Jesvin Puayhwa Yeo at Nanyang Technological University
  • Jill Bell at Jill Bell Brandlettering
  • Joachim Müller-Lancé at Kame Design
  • John Coy at COY Los Angeles
  • John Hamagami and Justin Carroll at Hamagami/Carroll, Inc.
  • John Hornall and Jack Anderson at Hornall Anderson
  • Jorge Pereira at Polytechnic Institute of Cavado and Ave
  • Josh Finto and Chris Visit at Frank + Victor Design
  • Juergen Hefele at Hefele Communication Design
  • Kei Sato at Creative Center Recruit Co., LTD.
  • Kelly Salchow MacArthur at Elevated Design
  • Lanny Sommese at Sommese Design
  • Liza Ramalho and Artur Rebelo at R2 Design
  • Marko Kekishev at Taru Art College
  • Min Sun Lee at University of Montevallo
  • Nathan Ezra Trimm
  • Nicholas John Stevens at Artetype
  • Noelle Cooper and Colin Farmer at Unthink
  • Omar Vulpinari at FABRICA
  • Robert Grame at Robert Grame Design
  • Ryan Russell at Ryan Russell Design
  • Scott Santoro at Worksight
  • Sebastian Guerrini at ICOGRADA, Spain
  • Sébastien Théraulaz and Valérie Desrochers at Subcommunication
  • Susanna Vallebona at Esseblu
  • Tak-ping Tsang at Hong Kong Polytechnic University     
  • Tod Gallopo at Meat & Potatoes, Inc.
  • Todd D. Blank at Todd Blank Design
  • Todor Vardjiev at National Academy of Art Sofia
  • Yusef Kes at Hacettepe University
  • Hacettepe Mh., 06230
  • Zaijia Huang at Zaijia Design
  • Zhao Zhiyong at Shanghai Normal University        

Date published: January 30, 2013
Publisher: Mijinsa, Seoul, Korea
ISBN: 978-89-408-0439-1
Dimension: Full-color, 19 x 27 cm, 264 pages

Cover Design: Albert Young Choi
Layout Design: Albert Young Choi
Typography: Albert Young Choi
Color Correction: Albert Young Choi
Pre-press: Albert Young Choi

Brand Design Model

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