Usability Glossary: brand identity

the aspect of a design that establishes a unique look and feel distinct from competing products but consistent within the product and its product line. The identity has these advantages:

• it maintains a consistency that helps a user orient and remember the structure of the software.
• it informs the user about the context and the values espoused by the application and its developers.
• it helps a user remember and identify a specific product and vendor.
• it establishes a creative aspect to the design that cannot be imitated by competitors without violating intellectual property rights.
• it establishes an aesthetic approach to which the user responds subjectively.

see also

aesthetic integrity

consistency

look and feel

categories

Glossary Categories > Business and Marketing

Glossary Categories > Graphic Design