Visual identity in branding.

Brand identity is not the result of a single factor but emerges from the interplay between visual symbols (such as logos, fabrics, techniques, patterns) and narrative elements (brand stories, values, history, ambassadors) (Conti et al., 2020).

In Unit 1, I experimented with AI visual generation tools. While the process was exciting, I soon discovered a recurring issue: many outputs did not match my creative intentions. Colours drifted, styles blurred, and the overall atmosphere often felt misaligned. These mismatches led me to reflect more deeply on the role of visuals in communication.

During my research, I came across an article on sensory marketing, The Power of Sensory Marketing: How Engaging Senses Can Transform a Brand’s Experience (JAA Media, 2023). One statement particularly stood out:

“Vision is our most dominant sense when interacting with the world around us. In marketing, sight is central to creating brand recognition. Colours, logos, and design all play a role in conveying a brand’s identity.” (JAA Media, 2023)

This insight strongly resonated with my own experience and prompted me to focus more closely on visual identity in branding. If AI struggles with consistency in colour, style, and mood, what does that mean for brands that rely so heavily on visual codes to express their identity? If vision is indeed the central pathway for consumer recognition and identity, then any distortion or inconsistency in visual elements—whether caused by AI tools or by fragmented brand management—may undermine a brand’s distinctiveness.

Therefore, I decided to pursue this theme further: How can brands maintain visual identity when adopting AI-based creative tools?

References

Conti, G.M., Mazzola, A., Motta, M. and Pillan, M. (2020) ‘Fashion and brand awareness: An evidence-based approach to the analysis of distinctive elements in communication’, Journal of Textile Science and Technology, 6(4), pp. 139–157.

JAA Media (2023) The power of sensory marketing: How engaging senses can transform a brand’s experience. Available at: https://jaa-media.co.uk/the-power-of-sensory-marketing-how-engaging-senses-can-transform-a-brands-experience/ (Accessed: 5 August 2025).