Brand uses its own way to convey brand identity in products. Product images also apply an image guideline to present the unique features of products. We have looked into a few exemplary cases of brands to see how they show coherent product images.

 First example is Clinique's logo display. Showing a logo in product images is the most certain and direct way to advertise the brand of products. Will you present it as real as possible or portray a coherent image although it may look different from reality? If latter, how will you achieve the coherence? Decisions on these questions will affect not only product image but also brand image tremendously.

 The actual logo printed on Clinique products is in shiny silver. Inevitably, the logo looks different depending on angle, lighting or other subjects around products. Clinique made a bold decision to standardize the logos in product images in black color. The coherent black-colored logo unites Clinique's colorful products and balances the bright and light colors with its heavy feel. The top image of actual products did not apply the same guideline and it shows distinctive difference.

 However, not all products use black logos. Logos are in white, not in black, for men and sun care product lines. Because these lines have monotonous color tones and do not have Clinique's signature in bond font like other products, they need to be differentiated from other product lines. This proves that a good guideline does not apply the same standard for products with different characteristics and looks. The right guideline will find a way to make products stand out the most based on a consistent standard in line with the direction and trend a brand is pursuing.

 The next example is CHANEL's use of reflection and shadow. Across the product lines in black-colored shiny material, the brand applies a diagonal light bar. The size of reflected area and transparency level are fairly bold, which helps accentuate CHANEL's own unique black color. The consistent direction of shadow also adds further unity.

 Clinique and CHANEL can be good examples of building brand identity by imprinting clear brand images on customers' minds through product images. Amorepacific's Digital Design Team is currently making efforts to establish and maintain a guideline for consistent brand images of the company by researching and analyzing the exemplary cases mentioned above based on the understanding of the importance and necessity of a coherent guideline.