Use of Design Theories and Principles in Visual Brand Identity Elements in Commercial and Retail Banks

Donia M. Bettaieb, Abeer Alsobahi
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Abstract

Studies on the processes that link logos and space design aesthetics to visual perception and recognition of visual brand identity (VBI) remain scant. Consequently, this study analyzed the visual correspondence between visual brand identity elements such as logos and interior spaces in commercial retail banking companies by assessing the foundations of their aesthetics formation and the role of aesthetic principles, aesthetic appraisal, and aesthetic impression. Using a qualitative approach, four commercial retail banking companies in Jeddah, Saudi Arabia were analyzed through semi-structured interviews with professional designers and design academics. A comparative method was used to determine the visual correspondence between the aesthetics of the logos and the interior spaces. The findings confirmed the importance of using design characteristics and theories for designing the elements of VBI. The results encourage the use of design for building visual correspondence between the elements of a visual identity of brands. This study provides a useful addition to knowledge on the place of design principles in the creation of VBI.
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运用设计理论和原则在商业和零售银行的视觉品牌识别元素
关于标识和空间设计美学与视觉感知和视觉品牌识别(VBI)的联系过程的研究仍然很少。因此,本研究通过评估商业零售银行公司美学形成的基础以及美学原则、美学评价和美学印象的作用,分析了商业零售银行企业标识和内部空间等视觉品牌标识元素之间的视觉对应关系。采用定性方法,通过对专业设计师和设计学者的半结构化访谈,对沙特阿拉伯吉达的四家商业零售银行公司进行了分析。采用比较法来确定标志美学与室内空间之间的视觉对应关系。研究结果证实了利用设计特征和理论设计VBI元素的重要性。研究结果鼓励使用设计来建立品牌视觉标识元素之间的视觉对应关系。这项研究为设计原则在VBI创建中的地位提供了有益的补充。
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