B3. Expressing the Brand Through Design

A brand provides both clarity and vision
A brand identifier (usually a logo) is a symbol of this clarity and vision

Brands manifest themselves in the:

• products
• services
• sites
• experiences of the organisation

TOP-DOWN
Design can:

• add value through making a brand more visible and tangible
• help build the reputation of a brand through customer touch points (product designs, retail shops, offices, advertising material, websites)

BOTTOM-UP
Organisation puts the user at the center of their design process and business offers by:

1. observing user habits
2. the unmet need acts as the starting point for innovation
3. the design is a solution around needs and desires of the user

To promote the brand:

• If the business attempt to sell customers through different channels (radio, television, customer services, retail spaces), it's necessary to use the same, consistent brand values
• If brand 'stretched' into a new area, existing brand recognition can be leveraged

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For Major Project

TFL brand is established, would be used in the design and new elements would be added in correspondency with it.