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Expressing a brand in three dimensions
by Jens-Ole Kracht

Creating and managing brand value
TM

Expressing a brand in three dimensions
by Jens-Ole Kracht

“Expressed in three dimensions, the brand personality takes on a more tangible, sensuous quality. People can grasp and feel it.”
Can a detail as mundane as the choice of building materials tell us something about a brand? It mightsound absurd at first, but let’s take a bank, for example. An interior made of light-colored birchwood makes a bright, friendly impression. It’s a style we associate with Scandinavia or the Netherlands. It connotes a friendly, conversational approach. The impression imparted by dark wood tones like wenge or ebony is very different. They are perceived as solemn and earnest, and lead us to expect tobe addressed with the polite formality afforded customers of powerful financial institutions like Deutsche Bank or UBS, where people wear suits and ties. So even the kind of wood used can influence the way a brand is perceived. In the spatial dimension, branding involves much more than hanging up a logo or applying a coat of paint in the corporate color. When properly designed, spaces can mergemany individual stimuli into a synaesthetic overall impression of the brand. Ideally they enable people to sense and experience the brand’s vision, strategy and positioning. To achieve this goal, all aspects of three-dimensional (3D) design must play a role. Design elements such as color, typography, materials and 3D shapes must interact harmoniously. The result is a mental impression of the brand –be it a trade fair exhibit, a retail store or the interior design of a company location. A precisely designed environment is the best way to create spaces that skillfully present the brand in all its facets, thereby deepening the trust people place in the company. Expressed in 3D, the brand personality takes on a more tangible, sensuous quality. People can grasp and feel it. How do we choose theright materials, colors, shapes and ambience? Interbrand has developed a way to bring architectural spaces to life and imbue them with a consistent, 3D brand identity. It has proven to be an efficient and very successful instrument for creating holistic brand experiences. Because each project – like each brand – is unique, we use a customized approach rather than a standardized process. Oursolutions are tailor-

Basic-Character-Tool for determining the essential characteristics of the room

Wording concepts relevant to the design

Material samples to choose from

Expressing a brand in three dimensions | by Jens-Ole Kracht

Interbrand | Pg. 2

made to meet the needs and requirements of our clients. First we analyze the task and sharpen the focus by clarifying the requirementswith the help of existing documentation and comprehensive research. The foundation is laid in a 3D workshop During a special workshop, the material and spatial connotations of the brand and concrete visualizations of the brand positioning and brand experience are developed on the basis of the existing corporate identity and positioning, with special attention to an overall idea that sets the brandapart from the competition. We collaborate with the client to set the essential parameters and lay the foundation for the future design. The workshop also helps the client understand the principles that determine how the brand will be perceived in the 3D environment. Interbrand initially creates a 3D matrix that represents the aspects that influence brand perception in spatial environments –form, function, construction, material, color and light are interpreted on the basis of the brand values. Attributes such as value-creating, integrating, agile are aligned with aspects relevant to design, e.g. self-supporting, transparent, dynamic.The 3D matrix forms the basis for the workshop and the subsequent work steps. The client workshop itself 1 We generally begin the workshop with a session...