Before we choose a colour or draw a line, we need a clear answer to one question: who is this brand? That is why Logohut works with the Brand Identity Prism, developed by Professor Jean-Noël Kapferer, to turn strategy into a consistent visual and verbal language.
The six facets of the prism
Physique: what people see and touch, from the logo and colours to the product itself.
Personality: if your brand were a person, how would it speak and behave?
Culture: the values and principles that drive the brand from within.
Relationship: the kind of bond it builds with customers: friend, expert or partner.
Reflection: how the audience pictures the brand's typical customer.
Self-image: how customers feel about themselves when they choose your brand.
Why we use this method
Because it prevents arbitrary decisions. Every visual or verbal element must serve a clear facet of the prism. Once the team and the client agree on the prism, reviews get faster and results get more consistent.
From prism to execution
We translate each facet into practical decisions: personality sets the tone of voice, culture guides image selection and relationship shapes the user experience on the website and app.
The takeaway
Strong brands aren't drawn, they are built. The prism is the blueprint that makes the structure solid.
