Adjective plays an important role in branding. In the strategy phase before entering the visual phase of the design process, properly describing the brand in words can reinforce the brand’s position and vision, as well as clarify the strategy and which should be shared with stakeholders and the messages delivered by the brand visually. Simply put, adjectives are the bridge between the brand narrative and the visuals in a branding process. For example, Hakuhodo Brand Design, a brand agency in Japan, developed its own list of 30-plus carefully selected adjectives, and use it in its branding process.
However, adjectives in branding processes are often recognized as supplemental and less important. Therefore, designers, who have not realized the importance of using words and adjectives before proceeding to a visual phase, tend to apply their own style rather than distill the brand’s personality and translate it into visuals. Branding design is supported to be a problem-solving that conveys the brand’s message but it is not a place to show the designer’s aesthetics.
To help designers efficiently use adjectives in brand design, this tool was developed: over 500 brand adjectives were collected and categorized into simple, commonly used adjectives, and then the cards were created. On the back of each card, their synonyms are listed, allowing the user to find more detailed and suitable words to describe the brand.
