online lecture: metaphor in brand identity

Our team at the branding agency ICU held an online lecture, where brand designer Yulia Sukhareva spoke on the topic: «Metaphor in brand identity: the language of communication between the brand and the audience».

Brand identity shapes a unified, recognizable brand image, influencing the human senses:

1. — sight: the logo and color palette create a cohesive perception of the brand by the consumer;
2. — hearing: any sound accompaniment forms additional associations with the company;
3. — taste: the ability to sample a product as a bonus increases customer loyalty;
4. — touch: tactile interaction with the brand creates a positive customer experience;
5. — smell: a specific scent will remind customers of the brand.

Metaphor serves as a key tool that strengthens the brand identity, making the complex simple and helping the audience remember it.

Metaphor is based on:

1.The brand platform;

2.The unique selling proposition (USP), values, and key characteristics;

3.The uniqueness of the company;

4.The personal opinion of customers about what should be conveyed.

Its primary function is to evoke positive emotions in the audience and increase brand recognition through understandable images. For example, in the EVO project for developing the brand identity of the real estate agency EVO, our team formulated this metaphor: the synergy between the client and realtor for the sake of the result.

The metaphor is realized in the visual concept through:

1.The intersection of two shapes creating a simple form resembling a building in perspective. This signature technique symbolizes the interaction between the EVO expert and the client.

2.The blending of two complementary colors—orange and blue—enhances the metaphor, and their contrast sets the brand apart from competitors.

The metaphor runs as a red thread through the entire brand, reflecting the company's specifics and its core values.

For the jewelry brand Grant, the metaphor was transformation, with the visual image of a portal that transports women to new enchanting dimensions.

In this project, the archetype of the seeker and the metaphor create a holistic and emotional brand image.

When developing a metaphor, it's important to consider:

1. — the key characteristics of the brand to accurately convey its essence;
2. — the context to interpret it properly;
3. — the target audience to avoid contradictions;
4. — uniqueness to stand out from competitors.

A metaphor can operate on two levels:

1.Partial: The brand adopts only some characteristics, properties, values, or processes.

2.System metaphor: A complete comparison of the brand with another field.

For instance, in the project for the dental clinic MINIMALIST, a system metaphor is used: the brand is compared to a perfume company. In the metaphorical world, instead of traditional employees, there are perfumers, and their creations are not smiles but perfumes. The visual concept is based on motifs from the perfume world.

You can find the lecture materials here.

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