The Role of Visual Communication Design in Branding

     Visual Communication Design has an important role in shaping and maintaining the identity of a brand. Through visual elements such as logos, product packaging, and promotional materials, it can influence consumers’ perception of a brand and build a strong relationship with their market (Nelsa, 2024). A brand identity must be created uniquely and distinguishable from similar or competing companies. For a brand to have a unique identity, the role of Visual Communication Design is needed as a method of determining the shapes, colors, logos, and symbols that can represent the identity of a brand. Not only does it display a strong identity, but it must also be able to connect with consumers emotionally (Bintarto, 2023). One example of successful visual branding is Coca-Cola, a global company recognized by many people. Since 1960, Coca-Cola has been consistent in its visual identity, using red and white colors, a curved logo, and a unique bottle design. All these elements combined make Coca-Cola synonymous with happiness and togetherness. Then in 2011, Coca-Cola introduced a new slogan, ‘Share a Coke’, which involves personnel and feelings. This slogan not only increased sales, but also represented consumers’ emotions. This proves that brand identity is not only from aesthetics alone, but must pay attention to other aspects, namely the brand identity that wants to be built and the emotions of consumers. From Coca-Cola’s visual branding, it can be concluded that in-depth visual analysis needs to be recognized and trusted by many people. Therefore, Visual Communication Design is an important science for designers to learn to create a good visual identity. Visual Communication Design studies how to transform the identity that a brand wants to build or maintain into a visual that can represent it. Starting with typography, color theory, and composition. So, when all the knowledge of Visual Communication Design is applied, it will be able to create the visual identity desired by the brand. Alhadi Nelsa. (2024). Optimalisasi Branding UMKM Lokal Melalui Desain Komunikasi Visual. Arunika, 1(1), 1–7. Joko Bintarto. (2023). Perancangan Identitas Visual Warung Teras Kopi Untuk Membangun Brand Awareness . Jurnal Riset Rumpun Seni, Desain Dan Media, 2(2), 244–255.

Article by Christopher Nova Darmawan – 2702230934