Biomorphic visual identity of a brand and its effects: a holistic perspective

Visual brand identity plays a major role in communicating brand image in today’s cluttered marketing environment. Although studies related to brand identity elements have explored the effects of its individual elements such as logo, brand name, taglines, their holistic impact has not been fully investigated. Extending the design principles of biomorphism (which is imitating natural or nature-related attributes) from environmental psychology and...