Contribute an Essay for Our Discipline Now 2022, UDA Annual 2021
Choi, A. Y. (2022). “Our Path Together as Designers for the Next Generations.” 2021 UDA Annual, Dec 2021, 44-47.
2020 UDA Annual
This essay takes a chapter from my recent book about Brand Design, Culture Code Brand Design Methodology, the third chapter, The Role of Culture Codes in the Principle and Derivative Functions of Brand Design. Brand Design has been defined in the twenty-first century as a branding method that aims to develop and maintain a brand’s recognition and image. When there were no methodologies or studies on brand design, I introduced the brand design curriculum at Hanyang University in 2003. Brand Design is a common discipline worldwide, but it has been commonly understood as logo and application design, which is completely wrong. With my 30 years of experience practicing and teaching Brand Design, I want to share a part of my methodology. If you want to know more, please feel free to contact me. We can have a chat over a cup of coffee.
THE PRINCIPAL AND DERIVATIVE FUNCTIONS OF BRAND DESIGN
Translation of Chapter 3, Culture Code Brand Design Methodology by Albert Young Choi, published by Book Lab, Seoul, Korea, 2018
Most consumers buy the brand’s symbolism rather than its usefulness. Brands familiar to consumers communicate their brand culture code in symbolic form as cultural meaning. However, the design of a familiar brand conveys usefulness and symbolism as a communication tool that conveys the brand’s cultural code. Therefore, a brand should develop a familiar design so that the design can store the brand in consumers’ minds, and continuous management is required. The design of a brand that has been consistently managed allows consumers to automatically remember and feel the brand’s cultural code by looking at its visual culture code. On the other hand, the brand design of a brand that has been temporarily managed is challenging, as it involves building the culture and visual codes that consumers perceive. To develop and build such a memorable and moving brand, brand experts continually create a Culture Code and Visual Culture Code system that reflect the brand’s values and resonate with consumers’ cultural values.
NIKE BY CULTURE CODES
Nike, a global sports-sneaker brand, was founded in Oregon, USA, on January 25, 1967, and has since developed numerous sub-brands under the Nike name. Consumers are reminded of Nike’s tagline “Just Do It” and the Swoosh logo. Nike, the goddess of victory in Greek mythology, is the sneaker of success. Nike’s store name is Nike Town. Nike sponsors numerous highly recognized athletes and teams. Nike created its General Culture Code and General Visual Culture Code through continuous innovation in management, products, and marketing, thereby establishing an Active Culture Code. Nike brand associations include logos, Just Do It, sneakers, sports, Michael Jordan, air, basketball, running, speed, fast, golf, cool, youthful, innovative, excellent athlete, American, championship, tennis, child labor, etc. The brand association elements that function as an identity in the Nike brand’s culture code as an Active Culture Code are the logo, Just Do It, championship, America, excellent athletes, innovation, youth, and sneakers. Of course, Nike’s most crucial cultural codes are the logo and the brand tagline, “Just Do It.” The other element of brand association is the General Culture Code. Nike’s General Culture Code can change at any time. Therefore, Nike should continuously manage General Culture Codes based on the Active Culture Codes, research social trends, construct Suggested Culture Codes, and build a new General Culture Code by fusion with two or more General Culture Codes. Through this continuous and demanding process, brands can live long.
PF & DF RELATIONSHIPS
Culture codes can be analyzed by dividing them into ‘Principal Functions of Brand Design’ (PF) and ‘Derivative Functions of Brand Design’ (DF), which are the essential functions of brand design. The ‘Principal Function’ of brand design communicates consumers’ general perceptions of the brand, such as its source, type, quality, price, usefulness, brand associations, demographic information, trends, lifestyle, and personality. The ‘Derivative Function’ is a function that strengthens brand differentiation, symbolism, loyalty, awareness, and image. In addition, within the three-stage cultural strategy of the Culture Code Brand Design methodology, the Principal and Derivative functions of brand design must be distinguished by linking them to the culture code.
The fundamental relationship between brand design’s Principal Function (PF) and Derivative Function (DF) is as follows.
￭ PF> DF, the Principal Function-centered brand design conveys the characteristics of brand classification and brand association elements commonly recognized by consumers so that brand information can be easily identified and trusted. However, developing a differentiated, unique brand touchpoint design is challenging because it must convey the General Visual Culture Code. Therefore, a designer can study a unique and differentiated Principal Function-oriented brand design through the consumer’s brand association factor and the cognitive scale of the brand classification characteristics.
￭ PF <DF: brand design centered on Derivative Functions enables unique, differentiated brand touchpoints that enhance brand differentiation, symbolism, loyalty, awareness, and image. Studying brand design centered on derivative functions that can communicate through consumers’ brand-association factors and the perceptual scale of brand classification characteristics is possible.
￭ PF ≠ DF; there cannot be a brand design centering on the fundamental and derivative functions at the same level. If such a brand design exists, it cannot persuade consumers.
OTHER CONTRIBUTORS
Together in Sport
KELLY SALCHOW MACARTHUR
PRESIDENT
“The world attempts to reunite and celebrate.“
Reflecting upon Design Manifestos
ROBERT HOWER
VICE PRESIDENT, DESIGN EDUCATION
“Three individuals’ thoughts on the impact of design manifestos within education and our profession“
Our Path Together as The Role of Culture Codes in the Principal and Derivative Functions of Brand Design for the Next Generations
ALBERT YOUNG CHOI
PRESIDENT EMERITUS
“Design can store a brand in the minds and memories of consumers.“
ABOUT OUR DISCIPLINE NOW
Design is not just how we create visuals, objects, or concepts; it is also closely related to society, culture, and people. We experience the power of design every day: design influences us by sending appropriate messages. Thus, design must incorporate marketing, psychology, anthropology, sociology, semiotics, and other disciplines in developing compelling messages.
A new generation of design educators and practitioners investigates a new design position in a new direction. Hence, UDA’s activities, such as ‘About Our Discipline Now,’ offer valuable insights to colleagues worldwide.
