The following is a book of terminalogies I came across during my research and explorations during my enquiry for my graduation thesis topic. Throughout the duration of my research I kept pondering what exactly is brand identity design, whether the identity defines a branding project or vise versa. I took aid of the application Looka for finding appropriate visual identities for abstract terminalogies which even I fail to formulate into tangible form. Looka is a smart AI powered platform to design a brand identity from scratch. The result of this exploration was quite exciting as being designers it is fascinating to see how an Artificial Intelligence would define and assume abstract concepts and what is the role of empathy in such a design process.
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