The Approach to a Brand Identity Design to Communicate Archetypes by using the Ikigai Philosophy

Abstract

This research article is part of Brand Identity Design to Communicate Archetypes by Using the Ikigai Philosophy. The objective is to develop a framework for designing brand identity inspired by the Ikigai philosophy. A qualitative research method was employed, using focus group discussions conducted in three rounds, each with 4–6 participants. The study applied the Best Practice criteria to select design works (population) and used purposive sampling to choose a sample group. The sample comprised 310 brand identity design works that had won international awards between 2017 and 2023. These works were analyzed to extract key elements of brand identity design, integrating them with upcoming design trends for 2024. Input was gathered from 18 experts across three categories: (1) senior experts in graphic design and art direction with over 10 years of experience, (2) emerging designers with at least 7 years of experience, and (3) brand executives and brand marketers with at least 7 years of experience. These experts evaluated and selected relevant design elements. The findings reveal connections to diverse archetypal images across multiple dimensions: 1) Samurai Archetype, 2) Geisha Archetype, 3) Priest Archetype, 4) Shokunin Archetype, and 5) Shogun Archetype.