Balenciaga’s Visual and Brand Identity

Visual brand identity can be defined as the aspects of the brand that the consumer sees and interacts with. For instance, this may include the brand’s typography, packaging and web design (Huggard and Cope, 2020, p.7).

BALENCIAGA'S BRAND ONION - REPRESENTING 'A BRANDS INNER ESSENCE THROUGH TO THE BRAND IN ACTION' (POSNER AND WILLIAMS, 2015b, P.160)

Fig 3: The previous (bottom), and the new logo (top) (Fashion Network, 2017)

For Balenciaga, a key element that makes up their visual brand identity is their logo. The brand’s current logo was established in 2017 after a slight adaptation of the old design.

The new design was ‘inspired by the clarity of signal signs found in public transport’ (Deslandes, 2017). As a result, a visually shortened logo was created which gives a ‘simple and recognisable stamp to the timeless Balenciaga signature’ (Diderich, 2017). The logo and the interlocking ‘B’ emblem both often feature in neutral tones, such as white or black.

Fig 4: Liene Podina (Feudi, 2016)

Another key visual branding element is Balenciaga’s use of colour. There is a consistent use of neutral tones amongst the brand’s collections, which may nod to Cristóbal Balenciaga and his love for black.

However, since the appointment of Demna Gvasalia as creative director, there has been an increasing use of colour in Balenciaga’s collections. Demna’s use of colour is easily identifiable in the Spring 2017 spring collection, where the colours were ‘so unforgettably bright and so signature’ (Yotka, 2017). As a result, under Demna’s creative control Balenciaga has ‘managed to be reverent but not boring’ (Yotka, 2017). This is illustrated through Balenciaga’s clever fusion of both neutral and striking colours.

These two visual branding elements balance each other out effectively. Whereby Balenciaga’s minimal logo and emblem that is used across their products and marketing, enhances the striking colours that feature across their collections. This effect correlates to one of the brand's visual identities - being distinctive.

Balenciaga also uses its digital presence as yet another key visual communication strategy. Short lived marketing is woven into their digital presence, as highlighted on Balenciaga’s social media channels such as Instagram. This marketing approach is where ‘brands quicken the pace at which they remove content from their social media feeds’ (Chitrakorn, 2021). As a result this ephemeral social media content is ‘creating a new sense of urgency’ (Chitrakorn, 2021). On that accord, for Balenciaga, this urgency emphasises Balenciaga’s signature products and matches it with poignant marketing. This effect can be seen through the brand’s recent collaboration with Adidas, where Balenciaga’s Instagram grid was wiped until the launch. Upon launch date, six posts were uncovered and highlighted parts of the new collection. The strategy of short lived marketing within Balenciaga’s digital presence, has the potential to create a sense of anticipation and interest in Balenciaga’s upcoming launches. This response amongst consumers, corresponds to the brands mysterious and avant garde visual identity.

BALENCIAGA BRAND BOARD