نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناس ارشد تصویرسازی، دانشکده هنر، دانشگاه سوره، تهران، ایران.
2 استادیار گروه گرافیک و تصویر سازی، دانشکده هنر، دانشگاه سوره،تهران، ایران.
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Visual identity is the visible representation of a brand, from the logo and colors to the website and physical store design. It includes everything a person can see in connection with a brand. Visual identity design plays an essential role in business branding. If the brand identity creates the business›s personality, the visual identity expresses that personality. A brand identity gives customers the feeling that they associate with the company, and this identity is made up of everything that makes up the brand as a whole. This identity includes values, tone and voice, style guide, brand personality, unique value proposition, visual assets, and more. Visual identity is part of brand identity. It focuses on how a brand is visually represented. This identity requires a separate approach from the brand identity, but it should complement the brand. That is why designers and creatives are usually responsible for visual identity, while marketers and branding teams are responsible for brand identity. Visual identity design plays an essential role in business branding. They should drive the product or business toward success. Big brands that present their products internationally in different countries are looking for ways to unify their identity in different countries. Since the brand of a product is one of the most important factors in price fluctuations against competing products, and repurchases from a brand are formed due to trust in that brand, the design is decissive in its formation. The main goal of this research is to investigate the role of design in building the brand visual identity based on Jan van Toorn’s point of view. The research method is descriptive-analytical and derived from library information and authentic scientific articles. The main research question is, what are the effective factors in designing the visual identity of the Iranian jewellery brand based on Jan van Toorn’s point of view? An obtained research results studying the Nimany brand review, is that the role of design from Van Toorn’s point of view in the Nimany brand is the importance of production conditions in the social context of New York, the importance of govand its ”ه“ ernment and media, Iranian identity, and design with the specific letter emblem for the promotion of Iranian culture and the use of the Persian alphabet.
کلیدواژهها [English]
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