- [Tutor] Remember that this chapter
is about elements that come together
to create greater sums in their final product,
whether drops or half circles
or any other building blocks
as designers, we have to bring these elements together
so that one, they make sense and tell our story.
And two, they are strong stylistically
and have a aesthetic continuity.
I believe this trend we referred to is stacked
was born out of a world immersed in iconography.
It's the graphic, symbols and icons
we've created the litter the earth
to make life easier to understand.
The hopefully multicultural
and linguistically universal pictures
that tell us how to flush or that our tire pressure is low,
or that placing your hand in a grinder might cause injury.
It's all important stuff,
but that means that we have literally illustrated
every possible adjective, noun, verb, or scenario,
and that the symbols are there for the using.
I think that makes it only natural
that designers have found themselves
cohesively clustering these elements together
to tell their brand stories.
Sometimes they're pretty straightforward.
Like a resort might stack up some water,
that's pretty important.
Need a place to stay, yeah?
Here's the building and, well, it may not always be sunny,
but let's throw one of these in there,
just at least to assure that it's warm here.
Hey, there's the logo.
We both know it's more complex than that,
but you get the idea.
What makes these work is not just that they're built
from the language consumers are familiar
or comfortable with,
but it's the editing and draftsmanship
of the combined elements.
And the secret to me here is really the negative space.
It is a perfect balance of positive and negative
that holds these together.
Sometimes that negative area is an icon too,
like the home under the palm.
But at other times it's just the creamy marshmallow filling
that holds it all together.
As many of these as we've seen,
some are pretty straightforward
than there are others that get a bit busier
and start to stack up
like some of the piles out in your grandpa's garage.
I know it's out there in that stack somewhere.
Elements that we have at our ready for telling a brand story
are nearly limitless.
Mergers, chains and stacked
are just three evident directions
that are really loitering in today's spotlight.
As ever, we have to be aware of what's relevant,
but I encourage you to imagine these ideas forward,
speculate on the trajectory of any of these trends
and be that designer with the courage
to press these ideas or other elements
into their next and even better iteration.