Visual Identity: A Strategic Tool for the MBA Session in Architecture and Design

DATE

12.02.2026

Students explore the importance of visual identity within a context shaped by increasing competition and increasingly saturated markets, understanding it as a fundamental tool for clearly communicating the values and mission of their future studios or companies.

In this session, visual identity is addressed as a broad and complex system, moving away from the reductive idea of the logo as the sole representative element. It encompasses the full set of graphic and visual resources that shape a brand’s image, from symbols, typography and corporate colours to their consistent application across different media. Through case studies and examples, these components are analysed in depth, examining how each one influences public perception of the brand and how their correct selection is decisive in conveying a clear and consistent message. Alongside these core elements, other resources that play a key role in building visual identity are also examined. Photographic or illustrative style, for instance, defines the tone and atmosphere of the brand, while digital applications such as web design or user interfaces translate that identity into the virtual environment. These aspects help maintain visual coherence across all points of contact with the user.

The session also addresses more tangible applications of visual identity, such as packaging design, the architecture of commercial spaces, signage or animation. These elements reinforce the brand’s presence in both physical and digital contexts, contributing to the creation of a recognisable experience aligned with its values. Each visual decision is understood as part of a system that must function in an integrated manner.

All of these components, from the most evident to the most subtle, work together to build a strong identity. Through this session, students gain an understanding of how a well-defined visual identity not only provides differentiation, but also becomes a strategic tool capable of generating trust, strengthening positioning and establishing a long-term relationship with the target audience. Likewise, the objective of the session is for students to develop a precise and coherent visual identity manual, ensuring that the brand can be correctly applied within their business plan.

MARCH VALENCIA | ARQUITECTURA Y DISEÑO

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