Architecture: Branding and Identity

Architecture: Branding and Identity

Branding and brand awareness have become inescapable parts of our daily visual lives. What is our responsibility as architects, in reinforcing a client’s brand?

The fundamental goal in designing a space or a building for a particular client is to create a place that is both functionally and aesthetically suitable for its use. While most architects would like to believe that an elegantly executed space would be enough, most organizations have a finely calibrated image they are trying to communicate. Branding and brand awareness have become inescapable parts of our daily visual lives. Historically, architecture has tried to place itself at a critical distance from a client’s corporate identity. An innovatively designed headquarters or retail storefront can capture the public’s attention, but it is the immediate recognition of the brand that influences and reinforces our choices. Retailers, universities and even entire nations exert their brand through design tactics that range from the subtle to the aggressively obvious. What is our responsibility as architects, in reinforcing a client’s brand?
 

I recently presented a discussion on Architecture: Branding and Identity. View the presentation here.
 

Core discussion questions that followed were:
1.    Is an innovative building or spatial design enough to present a brand as current or cutting-edge?
2.    Is the role of our building to act as a canvas that a client can set their brand message against? Is it worse not to take a proactive approach?
3.    Is it an architect’s responsibility to incorporate our client’s brand or should we maintain a critical distance?
 

What do you think?