Three Coca-Cola cans and two glasses filled with ice and lime slices, with straws, placed on a white table with a blurred floral background.
Nothing beats an ice-cold Coca-Cola! 🍹✨ Enjoy the refreshing taste of this classic soda with lime, ice, and a chilled glass. Photo by Pixabay on Pexels.com

Historical Roots of Branding

The concept of branding, often associated with modern marketing and design, originates in much older practices. Historically, branding was a literal mark of identity or ownership used on vagabonds, criminals, and even military deserters. These early forms of branding were punitive, a stark contrast to the aspirational symbols we see in today’s marketplace. This historical perspective gives us insight into how branding evolved from a mark of shame to a coveted symbol of status and identity.

Branding in the 20th Century

Branding underwent a significant transformation as we moved into the latter part of the 20th century. It became less about ownership and more about identity and aspiration. Brands like Levi Strauss, Louis Vuitton, Apple, and Adidas are not just selling products; they are selling a lifestyle, an identity. When customers purchase these products, they buy into a set of values and a perceived social status. This shift marks a pivotal moment in the decorative and applied arts, where the design of a logo or product became as important as the product itself.

The Art of Branding

In applied and decorative arts, branding is a marketing tool and an art form. The design of a logo, the choice of colours, and the styling of a product are all elements carefully crafted to convey a specific message and evoke certain emotions. Apple’s minimalist design, for instance, communicates sleekness and modernity, aligning with the tech-savvy, forward-thinking consumer. With its iconic three stripes, Adidas conveys a sense of motion and athleticism. These designs are more than just functional; they are aesthetic choices that contribute to the overall narrative of the brand.

Branding as a Reflection of Societal Values

The evolution of branding also mirrors changes in societal values and aspirations. In earlier times, branding was a tool of enforcement and control, reflecting a society focused on order and hierarchy. In contrast, modern branding reflects a culture that values individuality, self-expression, and aspiration. Brands have become a way for individuals to align themselves with certain lifestyles and ideals, a testament to the ever-evolving nature of societal values.

Source

Woodham, J. M. (2006). A dictionary of modern design. Oxford University Press. https://amzn.to/3wNrsub

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