Brand—Space

8
8
Davis, M.(.J.). (2012)
Graphic Design Theory.
London: Thames &
Hudson. Pp.15-17
9
Martin M. Pegler (2015)
Designing the Brand
Identity in Retail Spaces.
Fairchild Books. P.ix
In terms of communication, and
communicating your brand to the customer we
can look at the theoretical structures of certain
models. Theories applied to the processes of
electrical signal transmissions by research
scientist Claude Shannon (1948), which refer
to ‘sender’, ‘channel’, ‘receiver’ and ‘noise’ in his
‘Mathematical Theory of Communication’,
which was acknowledged by the scientist
Warren Weaver as an equal means of
visualising human communication.
The model is shown here in Figure 2.3,
it over simplifies complex variables however it
does show a basic visual of the communication
process. This point is made in Graphic Design
Theory by Meredith Davis (2012) and goes on
to develop the idea and discuss the ‘Emmert/
Donaghy Model of Communication’, which
displays ‘a deeper understanding of human
communication’. 8 It elaborates on the previous
model to include more appropriate aspects such
as context, feedback and behaviour. This leads
to the message cycle. This cycle looks more in
depth into distribution of communication and
how it’s interpreted, and consumed, through all
forms of media. Combined, these theories look
at how experience, culture, belief and context
all contribute to how differently individuals
receive messages, their meanings and how
they are interpreted.
So when we look at another definition
of what a brand and brand identity are,
as defined by Brian Resnick (2013 cited by Pegler,
2015), ‘Brand identity is expressed through
the most physically embodied aspects of the
organisation…’ continuing this definition by
suggesting, ‘It is the manifestation of the
brand that can be seen, heard and immediately
experienced… the brand identity has the ability
to impress and imprint.’ 9
This can be related to the previous theories,
determining that it is vital to get the message
right, target the right audience, to create the
right impression and deliver on a promise.
Build an experience with individuals and build
a relationship of trust with them. Whether that
is mentally or indeed expressed in physical
form i.e. space. Brands must be driven by
effective design in various environments to
promote engagement.