The Vision Beyond the Visuals

All successful brand identities have an idea, a concept, an essence at the heart of them. What a brand looks like is just the tip of the iceberg. It’s the thinking that’s gone on underneath the surface that is what makes an identity successful long-term beyond just the visual appeal.  Whether it’s the hidden bear on the Toblerone bar, the arrow in the negative space of FedEx or the Amazon smile pointing from A-Z; identities that have a core idea at the heart of them that make you go “ahh that’s clever” are what really interest me about branding.  This series was borne from my desire to unveil the thinking behind what a brand looks like. To demystify the smoke and mirrors of “the branding process” that often doesn’t do justice to the deep thought that’s gone on behind what you see on the finished page. The idea behind The Vision Beyond The Visuals is to highlight the thinking behind what a brand looks like. After-all, good design