Understand brand identity as a dynamic system – one that balances strategy with creative adaptability. Students will explore how values, purpose, and philosophy are embedded into design languages that scale across platforms, cultures, and markets.

Examine foundational theories from thought-leaders like Aaker, Kapferer, and Keller and how they inform brand structure today. Learn and see how frameworks like the Brand Identity Prism and CBBE pyramid are used to craft resonance and relevance in contemporary brands such as Maison Margiela and Wales Bonner.

This section covers how brands align internal missions with external communications, bridging brand personality, visual elements, customer relationships, and emotional expression through every point of contact.

Explore how brands like Loewe, Jil Sander, and Prada manage and maintain their long-term identity. Learn how to design brand systems that adapt across geographies while maintaining consistency.

Discover tools that can be used to ensure consistency within identity systems. Students will explore how flexible yet structured guidelines empower teams while preserving brand integrity. Case studies include 032c’s editorial cohesion and Lemaire’s visual governance.

Learn to evaluate, evolve, and future-proof identity systems. This section introduces brand audits, stakeholder feedback mechanisms, and adaptation tools for identifying gaps and growth areas. Using Loewe and Prada as examples, students will understand how to sustain brand relevance.