brand identity/heritage/codification

the codification level

most visible
important for brand recognition and building affective bonds
easily identifiable by consumers
level of brand “icons”
frequency of repetition serves purpose of building bonds

examples
Dior, Miss Dior fragrance bottle shape
Disney, Mickey Mouse
Nike, Air Force 1
Ralph Lauren, polo
Repetto, ballet shoes
Hermès, Birkin bag

product materials, colors and shapes
packaging
POS design
brand name and logo
visual identity and ads 

visual grammar of Chanel

precise combos of different units
general clarity
closure of general shapes at both ends (closing loop)
privilege of line
accessories as enclaves
light and matte materials

visual codes can evolve like their N5 perfume
logo disappeared from top, more classy, known enough
retail changed, products less viewed from top, more from front

connecting lines to their brand
eg connecting makeup to couture by making it button shaped
increased relevance, builds on promise of brand

codification level of contemporary and emerging designers

Marine Serre
half moon for femininity and regeneration/life cycle
sells wholesale and online DTC
can control narrative in DTC, less control in wholesale so important to create strong codes
but problem with super strong codes: repetitive and less innovative 
logo driven pieces: little differentiation apart from logo, uniformity, creates logo fatigue

dilemma for young designers
how far to go with brand codes?
logo fatigue and uniformity or unrecognisability?

codification level summary

extremely important for recognition and creating consumer affection
brand icons identified at this level
act as shortcuts for narrative level
this level most sensitive to socio-cultural environment/attitudes → subject to regular updates