Method by which a business represents itself visually to appear more unique or attractive.
EXAMPLES OF STRONG AESTHETIC BRANDING
Even when viewed from a distance or obscured, aesthetic branding sets these brands apart from their competitors by being instantly recognizable.
SHIMANO’S CURRENT AESTHETIC BRANDING
Unique Colored Packaging
Distinct packaging color makes products easy to identify in store.
Tiered Brand Logos
Attractive Web Ads
Attractive web ads highlighting sleek features entices more buyers.
Sleek, simple form without added frills
Strong visual presence in bicycle shops
Sheer number of similar parts makes brand appear to be the only option.
Less engineered-looking forms compared to competitors
Simple color scheme
SUGGESTED AESTHETIC BRANDING IMPROVEMENTS
Lacking simple logo without the full "SHIMANO" text. Hard to decipher when printed tiny on products.
Hardware is lacking color. Adding brand color to components will differentiate Shimano from competitors and unify their family of components.
As seen below, the present Shimano hardware blends in with competing manufacturers.
Proposed Color Accents
FINAL IMAGERY INSPIRATION/EXECUTION
Putting It Together
To showcase my updates to Shimano's aesthetic brand, I created an image drawing inspiration from the fruit collage portraits of renaissance painter Giuseppe Arcimboldo. Instead of using fruits, I took existing Shimano components and assembled them into the shape of a running hare to convey the essence of speed.