This thesis focuses on finding ways of creating products that communicate a brand's core message to the user through a structured and clearly defined design framework known as Visual Brand Language (VBL). The work has two parts. The first part highlights the need for a triadic communication model (Brand, Product, User), which serves as a vehicle for the brand message to travel from the hands of business teams through design teams to the consumer.
In the second part, the emphasis is on VBL creation methodologies that enable designers to extract design attributes for the product to be designed. Two methods discussed in this part are The VBL Pyramid and the Disk Method. The VBL Pyramid is a methodical translation of the brand core values in a stepwise manner going from the bottom to the top from abstract to specific of a hypothetical pyramid and at each step arriving at form elements that will drive product design. The Disk Method focuses on creating image collages that describe brands core values in consumers own interpretation which then leads into cues that designers use to formulate signature elements and a design strategy.
Finally as a conclusion, emphasis is drawn upon how a VBL strategy helps multibrand companies to monitor, manage and communicate important features of a design to other stakeholders in the product development process without sacrificing creativity.