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Brand Expression: Exploring Visual Communication Strategies

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Jamie MARSDEN and Briony THOMAS


"Whilst the academic discussion on corporate brand identity has increased over the past 20 years, relatively little attention has been directed towards the theoretical development of corporate brand marks—commonly referred to as logos. Following a brief survey of literature, a conceptual framework for capturing the various visual expressions is proposed. Following an explication of the constructs, the application of the framework—through secondary research and archival data—is described and its effectiveness is reviewed."


PUBLISHED: Proceedings from the The 18th DMI: Academic Design Management Conference, 2012


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