Brand design generally refers to the use of all elements that can express brand characteristics to show the image that the brand wants to present. He can be visual or linguistic. But usually, brand design refers to the visual design of the brand. In a narrow sense, brand design is directly synonymous with brand visual identification system design.

The core of brand design is to clearly examine whether the current brand visual elements are enough to impress people in the competitive environment. And examine whether the brand's performance at each contact point is consistent and whether it has appeal. We should not miss every brand communication opportunity, every communication channel, and consider what the hidden creative ideas driven by the brand core are in every possible brand communication channel.