Biomorphic visual identity of a brand and its effects: a holistic perspective

Visual brand identity plays a major role in communicating brand image in today’s cluttered marketing environment. Although studies related to brand identity elements have explored the effects of its individual elements such as logo, brand name, taglines, their holistic impact has not been fully investigated. Extending the design principles of biomorphism (which is imitating natural or nature-related attributes) from environmental psychology and architecture, we introduce a new holistic concept called biomorphic visual identity and test its influence on consumer responses, including perceived sustainability and perceived credibility, which lead to brand liking and purchase intentions. Findings from the study (a 2 × 2 mixed experimental design with visually manipulated—biomorphic vs. non-biomorphic—fictitious brand identity as stimuli and n = 420) suggest that the biomorphic visual identity of a brand influences marketing outcomes mediated by perceived sustainability and perceived credibility, both of which positively influence consumers’ brand likability and purchase intentions. The results also show that visual biomorphic elements have a higher impact than verbal ones on consumer responses. The idea of biomorphic visual identity introduced in this paper is not just novel and relevant to brand identity design, but is found to influence important marketing outcomes, as well. Furthermore, the mediating and moderating effects tested in this paper make the study conceptually robust. This research may trigger a series of studies on holistic, biomorphic design approach in brand building.