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.