- We've looked at the logo, color palette,
typography, and image style.
Patterns are often forgotten as a tool
to build a visual system for a brand,
but they can be incredibly successful
in creating a unique and proprietary look.
The material of printed matter or environments
also has a deep resonance with the end user.
Feeling something soft and fluffy
says something different than hard and smooth.
One of the best examples of patterns
to create a brand identity
is the 1968 Mexico City Olympics graphic program.
Breaking from the traditional hard-edged
and Helvetica Swiss design of mid-century modernism,
Lance Wyman created a system to brand the Olympic games
with patterns and colors taken from Mexican culture.
The repeating and radiating stripes
emulated, Aztec iconography,
and the vibrant tones reflected a Mexican color palette.
The use of patterns was repeated consistently.
During the Olympics, the audience at the venues physically,
and those watching on television,
soon recognized stripes as a signal of the brand.
They stood out in a gray urban landscape
and took advantage of the new home option
of color television.
The goal of a strong visual system
is to identify the brand quickly
without being told explicitly
with a logo slapped into the corner.
The patterning served the purpose incredibly well.
Many brands are identified with a pattern.
Fashion brands such as Burberry and Lilly Pulitzer
applied their unique patterns to products,
helping to identify them and add status.
Ian Lynam created a pattern system
for the Tokyo-based software company Pivotal.
Pattern combined lesser known Japanese characters,
well-known symbols from the Japanese landscape,
and characters from explorations for other symbols.
the patterns were layered together with meaningful ornament
and dead characters from other languages
to create a system that represents aspects of language,
one of Pivotal's brand attributes.
Materiality is an important vehicle
to communicate a brand's values
and connect emotionally to the end-user.
If sustainable practices are part of a brand's attributes,
its actions must demonstrate that commitment.
This will require using sustainable materials,
such as recycled paper, or in packaging,
alternatives to toxic plastics,
or packaging processes.
Automobile brands go to great expense
to print brochures on high quality paper
and varnishes that display the product best.
How it feels in the hands of a customer
is as important as its appearance,
and metallic foils can add an extra touch.
It doesn't read as inexpensive or sustainable,
but communicates elegance, richness, and quality.
The bottom line here is that every detail adds
or subtracts from a brand's message.
From the logo to the paper,
to the packaging materials,
even the production techniques,
will communicate the brand attributes.