Brand visual identity in architecture

Abstract

The article presents brand visual identity research results in architectural designing.Architectural brand concept has been presented, the key visual features of architectural forms building the brand have been discussed. The method of creating the architectural brand visual model and the measurements of the brand power in exemplary locations have been presented. The research is aimed at answering the following questions: - What actions should be taken for an architectural form to shape a strong brand i.e. so that the brand is noticed and appreciated as a significant element of the city attractiveness? - What should be done to improve the quality of architecture as a brand i.e. the ability to create competitive advantage of the location? © 2014 Springer International Publishing.