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From what I understand, an identity—whether that be a mark, logotype or experience—should characterize the business or organisation brand that it is part of.

How targeted should the aesthetic be? Is it like designing a product (where you have primary, secondary and tertiary audiences) that you should design for both the primary audience, their use cases and goals?

Or is it more of a fine balancing act (than I realize) with us, as designers, having to create a visual mark that renders a business's idea of their identity while also appealing to the mental models of both their primary audience(s) as well as people either considering buying in or located entirely outside their brand experience?

  • While this is a incredibly interesting question it can not be answered. Not directly. I suggest you try t make the questiona tad bit more anwerable – joojaa Jun 10 '17 at 19:30