One term that has kept coming up through my research is the idea of a company's 'visual identity', here is a quick definition:
'Visible elements of a brand, such as color, form, and shape, which encapsulate and convey the symbolic meanings that cannot be imparted through words alone. In a broader (corporate) sense, it may include elements such as building architecture, color schemes, and dress code'.
I think for my research, this is a really good direction for me to move towards- rather than focusing on branding and marketing, I think I should be looking specifically at the visual identity of a company, as I think it encompasses marketing, branding and public perception as a whole.
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