Branding "for All": Toward the Definition of Inclusive Toolkits of Analysis and Visual Communication for Brand Identities

The construction of brand identities today can not be reduced to a simple set of attributes that consumers/users just accept consenting and as a closed box. It is rather a system that, in a society inclusion-oriented, increasingly appears as the result of an ideal alchemy between social and product values, emotional and rational contents, collective and corporate cultures. the brand/visual designer needs to have conceptual and methodological tools useful to identify, manage, and validate objectively the complex system of the design requirements for a brand identity and a visual identity that are really "inclusive". The paper presents a reflection on the issues of brand identity and brand design related to the Design for All approach.