International Journal on Science and Technology

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Brand Architecture: A Design Methodology That Shapes Commercial Identity

Author(s) Yelyzaveta Chaban
Country United States
Abstract In the modern business environment, architecture plays an increasingly important role in shaping the com-mercial identity of brands, evolving from a utilitarian function to a tool for emotional and strategic interac-tion with clients. Spatial design is increasingly considered an integral part of branding, capable of convey-ing the values, narrative and tone of voice of the company. In this regard, the issue of methodological un-derstanding of brand architecture as a holistic communication system that transmits the brand philosophy through the environment is becoming more relevant.
This article aims to investigate how architectural design influences the perception of the brand, enhances its market position, and fosters stable behavioral patterns among customers. The work analyzes the evolution of the concept of brand architecture, from the logo to spatial identity. Additionally, it explores the potential of emotional intelligence in design and spatial storytelling as tools for fostering an emotional connection with the audience.
The research method chosen was a case study, which allows for an in-depth qualitative analysis of individ-ual examples of the integration of architectural solutions into brand strategy. The study examined three cas-es: International Ukrainian chain of bakeries and cafes “Farmer’s Milk”, glamping complexes “Mandra Glamping”, and American coffee shops in New York, which are oriented towards the aesthetics of mini-malism and local cultural codes. Typical architectural approaches, means of spatial communication and de-sign elements that form a commercial identity were identified. Special attention was paid to the architectural language as a means of building trust, emotional involvement, and consumer engagement in the brand ex-perience. As a result of the comparative analysis, it was found that the key factors of effective spatial branding are the consistency of architectural language, localization, empathy for the user and Instagram-friendly aesthetics. It is proven that architecture is not only a backdrop for commercial activity, but also an active factor in creating brand value. The practical value of the study lies in the formulation of recommen-dations for architects and developers on integrating spatial design into branding strategies. The scientific novelty lies in the attempt to interpret the architectural environment as an integral part of a branding plat-form that shapes behavioral patterns and enhances the brand's market capitalization.
Keywords Brand architecture, Case studies, Commercial identity, Emotional intelligence of design, Environmental branding, Spatial design, Spatial narrative
Field Arts
Published In Volume 16, Issue 3, July-September 2025
Published On 2025-07-03
DOI https://doi.org/10.71097/IJSAT.v16.i3.6785
Short DOI https://doi.org/g9r8gt
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