ABSTRACT OF THE DISSERTATION

Doctoral candidate: Pham Phuong Linh

Dissertation title: Art of brand identity design in Vietnam in the period 2000-2020
Major: Theory and History of Fine Arts
Code: 9210101
Scientific supervisor: Prof. Dr Truong Quoc Binh
Institution: Vietnam National Institute of Culture and Arts Studies
CONTENT OF THE ABSTRACT
1. Aims of the study
The study aims at finding out the elements that show the beauty,
effectiveness and updating of graphic design in the field of brand identity. At the
same time, it clarifies the characteristics of the brand identity design in Vietnam.
2. Objects of the study
- To define theoretical/theory system related to the topic's content and
factors affecting the brand identity design.
- To clarify the value of artistic elements, graphic design content in branding
in Vietnam in the period 2000 - 2020.
- Design on the brand identities and design products of Vietnamese brands
used in the media, such as: Logo, color, drawings, photos, typography, layout.
3. Methods of the study
The dissertation uses methods such as: Analysis and synthesis; Compare and
contrast; Interview, including in-depth interviews with experts directly and
indirectly related to brand identity design. The dissertation emphasizes on
interdisciplinary approach. Therefore, the doctoral candidate uses the research
results of a number of disciplines that are related to modern Vietnamese art such as
Cultural Studies, design history, social sciences, art history, ethnography, fine arts
and arts studies.
4. Main results and conclusion
Scientifically, the dissertation contributes to analyzing modern brand
identity design products, showing cultural appropriateness, convenience in using
brand identity system. It also presents systematically about the artistic value, the
main trend of brand identity design.
The dissertation summarizes the outstanding phenomena and the general
situation of the brand identity design in Vietnam, in the context of integration and
development.
The dissertation identifies the elements that have the typical core artistic
values in a brand identity. It also shows the study of major design factors with
clear evidences and explanations from case of brand identity design in Vietnam.
The study started from visual language in logo design and brand image
representation to how to use a combination of images and photos or colors to
create graphic signals that have the power to spread brand emotional values.
The dissertation summarizes several brand identity design trends over the
past 20 years such as flat design, feng shui design, distinctive and uniform design,
design impacting on emotions; It discusses the structuring system of a set of brand
identity design, the views of some designers and businesses. Along with that, some
discussion of brand identity design is emphasised on the value of graphic design
that can spread and contain emotional information.

Scientific Supervisor Doctoral Candidate

Prof. Dr. Truong Quoc Binh Pham Phuong Linh