Brand identity is the personality of a business made visible. It is the unique, consistent language of colors, lighting, human faces, and messaging tones that makes a company instantly recognizable and builds consumer trust. In a crowded marketplace, it is the sole differentiator between a forgettable commodity and a premium, household name.
Despite driving billions of dollars in global economic value, quantifying this identity remains a computationally unsolved problem. Modern vision-language models can successfully parse isolated images, but they fundamentally lack the temporal and relational reasoning required to decode how a brand’s systemic “visual DNA” mutates over time or competes in a global ecosystem.
Brand Genome transform marketing — to fundamentally change how people communicate and how they conduct business. Brand Genome is the first and most comprehensive initiative that takes a systematic approach to understanding brand identity at scale.
By mapping the DNA of thousands of brands through their visual language, guidelines, and promotional content, Brand Genome is a knowledge graph that reveals the hidden patterns and connections that define successful brand communication.
Development
Authors
- Varun Khurana (Adobe Research, India)
- Vashu Chauhan (IIIT Delhi, India)
- Yaman Kumar Singla (Adobe Research, India)
- Rajiv Ratn Shah (IIIT Delhi, India)
- Teja Reddy (Northeastern University, USA)
- Divya Chaudhary (Northeastern University, USA)