346 VISUAL BRAND IDENTITY DESIGN Assist. prof. Borislava Stoimenova, PhD, b.stoimenova@unwe.bg University of National and World Economy/Bulgaria Abstract: The competition in the 21 st century is among brands. The two conventional tools for brand management today are brand identity, sЩОМТПвТЧР ЭСО ПКМОЭs ШП ЛrКЧНs’ ЮЧТqЮОЧОss КЧН ЯКХЮО, КЧН ЛrКЧН positioning – a short claim that contains a set of a few differentiating properties, communicated to a target audience. Brand identity, when used as a source for brand positioning, helps the brand change its communication style by different positioning strategies, yet remain coherent, consistent and true to itself over time. This paper identifies and explains the types of elements of a visual brand identity program such as logo(s), typography, colour, symbols, imagery, composition, etc., used to tangibly express characteristics and intangible added values of identity such as personality traits, character qualities and sensations. The result of the analysis is a framework for planning the design of visual identity programs in order to encode and convey particular meanings and to strengthen brands' perceptions and images. Key words: visual brand identity, visual brand identity systems JEL classification: M31 1. Introduction Although a brand consists of both tangible and intangible assets, many brand definitions equate brands with visual elements of the graphic design and respectively brand identity – with visual identity. The American Marketing Association (2004) НОfiЧОs ЛrКЧН Кs “К ЧКЦО, ЭОrЦ, НОsТРЧ, sвЦЛШХ, Шr КЧв ШЭСОr ПОКЭЮrО ЭСКЭ ТНОЧЭТfiОs ШЧО sОХХОr’s РШШН Шr sОrЯТМО Кs НТsЭТЧМЭ ПrШЦ ЭСШsО ШП ШЭСОr sОХХОrs”. IЧ К аШrХН ШП ЦТХХТШЧs ШП product brands and rising МШЧsЮЦОrs’ ТЧsОМЮrТЭв, ЭСО ТЦЩШrЭКЧМО ШП corporate identity has become acknowledged in the marketing literature (Aaker 1996, Balmer 2001, De Chernatony 2010, Kapferer 2008). Today, more companies are refusing to remain hidden behind their product brands and develop corporate brands strategies. Corporate identity turns