The brand has a culture and makes culture. Therefore, the standard of brand development and brand design is culture.

To gain consumer interest and trust, brands should apply culture codes that consumers understand and trust. In brand development, the expected effects of the “Culture Code Brand Design Methodology” (CCBD), a method of applying culture codes and making culture codes, are to understand cultural elements and their relationships related to branding and brand design; to enable the establishment of brand design strategies necessary to develop brand goods and services applied with culture codes; to develop various kinds of brands systematically.

Selected by KPIPA as an outstanding book

In November 2019, Korea Publishing & Culture Industry Promotion Agency (KPIPA) selected my book, Culture Code Brand Design (CCBD) Methodology, to include in the Social Science category of the Cultural Division Collection of National Sejong Books (permanent national collection). KPIPA distributes National Sejong Books to 2,600 public libraries and other places in Korea.

Why is the Culture Code Brand Design (CCBD) methodology?

Humans have unique mental and material intellectual characteristics (code) of individuals based on the cultural norms and values of art, literature, traditions, beliefs, language, customs, regions, history, religion, and lifestyles. Individuals who share these characteristics form a society or social group and create culture codes (signs) that are common cultural characteristics to differentiate themselves from other societies or social groups. Therefore, to succeed in brand design within society’s culture code, the brand can gain the attention and trust of society by applying and communicating culture codes understood and trusted by the target consumers. Ultimately, the process of brand design research is a question of how to create and transmit culture codes that target consumer groups understand. Creating a culture code for a target consumer group is never easy. First of all, brand designers should analyze the General Culture Codes (GCc) of targets and set up a brand design strategy to gain the attention and trust of target consumers by organizing the formulas of General Culture Codes (GCc) and Proposed Culture Codes (PCc).

The objectives 

The purpose of this book is to present a process for assembling the relationship between culture codes and brand design. The book shows a methodology for organizing cultural factors related to design and branding, establishing a brand design strategy necessary to develop brand products and services with culture codes, and systematically developing diverse brands. This book aims to introduce systematical ways to apply various culture codes and create culture codes in the brand design strategy for use in the field of branding and for utilizing its concept and methodology in brand design education.

Culture Codes are codes or signs that define a culture and are the smallest unit that moves a culture, and they are rules and regulations that protect the culture.

Brand design is the design of communication as a knowledge system or emotional system that can increase consumers’ interest and trust by understanding and applying social and cultural codes. 


  • Preface
  • Chapter 01. The Role of Cultural Code
  • Chapter 02. A Basic Component of Cultural Code and Brand Design
  • Chapter 03. The Role of Cultural Codes in the Principle Function and Derivative Function of Brand Design
  • Chapter 04. The Role of Cultural Codes in Environmental Factors and Personal Factors of Consumers
  • Chapter 05. Design based on the relationship between Consumer Needs and Culture Code
  • Chapter 06. The Role of Cultural Codes in Trend
  • Chapter 07. The Role of Cultural Codes in Brand Touchpoint Design Types
  • Chapter 08. Basic Design Elements of Brand Design and Cultural Codes
  • Chapter 09. Cultural Code Brand Design Methodology
  • Chapter 10. Cultural Code Elements by Region, History, and Language
  • Chapter 11. Cultural Code Elements based on Tradition, Custom, and Lifestyle
  • Chapter 12. Cultural Code Elements by Art and Literature
  • Chapter 13. Cultural Code Elements based on Religion and Belief
  • Chapter 14. A Strategy for Culture Code Brand Design of Local Brand
  • Chapter 15. A Strategy for Culture Code Brand Design of Regional Brand
  • Chapter 16. A Strategy for Culture Code Brand Design of National Brand
  • Chapter 17. A Strategy for Culture Code Brand Design of Global Brand
  • Closing remarks
  • Index

Some spreads from the book

Design Reference Contributors

  • Albert Young Choi
  • Cahan & Associates
  • Carlos Zamora Design
  • Elamine Maecha
  • Esseblu
  • Fabrica
  • Frank + Victor Design
  • Hamagami/Carroll, Inc.
  • Hornall Anderson
  • Ian Lynam Graphic Design
  • Brandlettering
  • John Coy
  • Joachim Müller-Lancé
  • Meat and Potatoes, Inc.
  • Studio AND
  • Subcommunication
  • Tarallo Design
  • Todd Blank Design
  • Tornado Design

Date published: August 8, 2018
Publisher: Book Lab, Seoul, Korea
ISBN: 979-11-6299-255-5 03320
Dimension: One-color, 15.5 x 22.5 cm, 377 pages

Art Direction: Albert Young Choi
Design: Soo-hee Han

CCBD Model

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