Implications of New Media in Brands’ Visual Identities: A Systematic Literature Review

The constant metamorphoses and challenges created by new media and its language led to visual identities playing a crucial role in creating emotions and establishing strong bonds with the audiences. Therefore, a brand’s visual identity is increasingly imperative for its communication and strategic success. To better understand the current implications of new media in visual identities, a systematic literature review was carried out via SCOPUS database and grounded on PRISMA as method. As a result, this analysis highlights scientific contributions with origin in Anglo-Saxon countries and China. Four main themes were identified: user experience, user behaviour, visual/sensorial communication, and globalisation. It was also found that the term “multi” was often present (e.g., multi-experiences and multi-channels). In conclusion, it became clear that research on this topic is very limited and that there is room for much to be done. Understanding the value of the new media in a brand's visual identity (namely artificial intelligence) may open new avenues of research, creation, and development of digital and dynamic identities, and of emotional relationships—which may arguably become crucial for the sustainability and future of brands in the hybrid spheres of reality that lie ahead.