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Brand Values: Exploring the Associations of Symmetry within Financial Brand Mark

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Jamie Marsden; Briony Thomas



One of the key purposes of corporate brand marks is to communicate an aspect of organizational strategy--typically a distinctive point of difference. Although brand marks originally functioned as an aesthetically pleasing identification tool, the primary purpose of today's brand marks is the expression of organizational values, moving beyond awareness (brand recognition and recall) to having associations that differentiate an organization's offering. Within the practice of graphic design, symmetry is usually associated with compositional studies rather than as a tool of expression. Simple concepts such as balance, stability, and harmony can be expressed through a symmetrical composition; in contrast, an asymmetrical composition can evoke a sense of instability, tension, and movement. Such concepts appear to be exploited by the designers of the visual manifestations of corporate brand identities--more commonly referred to as logos...





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