Cover Architect Nguyen Dinh Hoa and designer Ray Dao talk on the evolving nature of brand identity
Architect Nguyen Dinh Hoa and designer Ray Dao talk on the evolving nature of brand identity
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Architect Nguyen Dinh Hoa, Design Activist and Co-founder of LAITA Design Studio, stands in conversation with designer Ray Dao, Senior Manager at Tesla Design Studio, EMEA region, on the evolving nature of brand identity.
In the science of branding, taking into account the fact that every logo, colour and typeface has the potential to become iconic, the question remains: should a brand remain true to its original visual identity, or evolve constantly to stay relevant?
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On one side of the discussion, Ray Dao, Senior Manager at Tesla Design Studio EMEA, believes consistency forms the bedrock of a powerful brand. On the other, architect Nguyen Dinh Hoa champions the idea that constant evolution is essential for sustained appeal.
Nguyen Dinh Hoa and Ray Dao: does a brand need to maintain a fixed visual identity over time?
Above Designer Ray Dao – Senior Manager at Tesla Design Studio, EMEA region
Designer Ray Dao – Senior Manager at Tesla Design Studio, EMEA region
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Ray Dao: Yes
A strong brand is built on a solid foundation. This grounding enables consistent presentation across media and physical touchpoints, eliminating confusion. Yet it must also allow for enough flexibility to introduce new ideas and messages, always anchored by that core identity.
Above Architect Nguyen Dinh Hoa – Design Activist and Co-founder of LAITA Design Studio
Architect Nguyen Dinh Hoa – Design Activist and Co-founder of LAITA Design Studio
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Nguyen Dinh Hoa: No
A cohesive visual identity plays a critical role in the early phases of establishing a brand’s value and positioning. But it can become limiting over time. As markets shift and customer preferences evolve, brands must reach fresh audiences. Most importantly, they must continue to spark curiosity and delight in order to win and keep their audience.
Read more: Architect Nguyen Dinh Hoa: “Design is born from context, and returns to serve that context”
This article was adapted from the original Nguyen Dinh Hoa feature in Tatler Vietnam, June 2025 issue
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