Brand identity is not only the visual identity system design. It is developing a holistic experience for how the user interacts with the brand.

Abstract

This dissertation investigates how designing a brand identity has evolved over the last few years. Due to new technological progression, the line between the physical and the digital is blurred. Nowadays brand design should be a multi-sensual experience, taking into consideration different mediums. The aim of this paper is to bring closer what it means to design a variable identity and holistic experience for the customer. We should be aware of the fact that we are living in times when taking into account user experience is more important than ever before.