Brand Identity & Basketball : An Investigation of Graphic Design on Team-related Behavior
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2022
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Abstract
AI-GENERATED ABSTRACT: Abstract: graphic design plays a significant role in influencing individuals' choices and emotions. Brand identity, as the essence of how a product or service is perceived, is a crucial aspect of creating a lasting emotional bond between the customer and the brand. Sports clubs, like basketball teams, also carry brand value, and their brand identities can unify team members and management. This thesis aims to examine the impact of brand identity on the internal dynamics between team members and coaches, using the berlin-based amateur basketball team "berliner sport club basketball" (bsc basketball) as a case study. The research combines theoretical and practical elements. The theoretical part explores brand identity design, the relation between design and emotions, and basketball team dynamics. The practical part involves a design project to rebrand bsc basketball, informed by primary research through surveys, interviews, and conversations with team players and the coach. The design process started with a visual rebranding request, but during observation, deeper problems within the team relations were identified. The project expanded to address these issues, and theoretical research guided the strategy in constructing the brand identity. This thesis aims to find solutions to bsc basketball's internal problems by exploring the impact of graphic design and brand identity on team dynamics. Keywords: graphic design, brand identity, basketball team, team dynamics, emotional impact, design project