Technical Principles and Considerations for Achieving Visual Compatibility of the Mascot with the Brand Identity

Document Type : Original Article

Authors

1 fdsvb 3rde3

2 advertising department, faculty of applied arts, Oct 6 University, Giza, Egypt.

3 Advertising - Applied Arts - O6U.

4 Advertising department, Faculty of Applied Arts, Damietta University, Damietta, Egypt

Abstract

With the increasing competition among companies and institutions in today's market, securing and maintaining a larger market share has become crucial for staying ahead. In order to promote and differentiate their brand, companies have recognized the need for an attractive marketing element that enhances the brand's value in the minds of consumers. The mascot has emerged as one of the significant promotional and advertising tools used to achieve this objective. However, to effectively employ a mascot as an advertising element in brand campaigns, it is essential to ensure visual compatibility between the mascot's design and the brand's personality, visual identity, and message.This research aims to address the challenge of achieving visual compatibility between the mascot and the brand. It seeks to identify the technical principles and considerations that should be followed in designing a mascot character that aligns with the brand's personality and style. By doing so, the study aims to ensure the success of the mascot as an effective advertising and marketing element in brand campaigns, both in the short and long term.To achieve the research objective, an analytical study was conducted using descriptive research methods. A sample of advertisements from multiple brands was analyzed to validate the obtained results through a survey of recipients. The findings of the research shed light on key points:

Visual compatibility between the mascot and the brand is integral to the success of advertising and marketing strategies. Designers must address this aspect carefully to achieve desired outcomes.

Adhering to technical principles and considerations during mascot design is crucial. Factors such as color compatibility, suitability of the mascot style to the brand, alignment with the brand's values and personality, effective communication of the advertising message, and relevance to the target audience are vital in enhancing the brand's image and differentiation in the market.

Based on the research findings, it is recommended that designers follow these technical principles and considerations to ensure visual compatibility between the mascot and the brand. This will guarantee the long-term success of the mascot's use in marketing and advertising strategies, ultimately strengthening the brand's position in the market.

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