Custom patterns can bring your brand fashion forward.
Does your logo deserve a bigger, better sense of style? Whether making an online or in-person appearance, a brand requires a suite of assets — or wardrobe — to differentiate the organization it represents. Brand guidelines typically cover the basics, such as logo colors, fonts, maybe photo style and copy tone — the white t-shirt and jeans of marketing. But maintaining a powerful presence by ensuring visual continuity is far more complex – not unlike fashioning the signature look that makes a day-to-evening transition effortless.
By providing my clients more options, customized options, they’re able to rapidly claim brand recognition beyond the obvious. Custom branding patterns, when designed as an integrated part of a client’s branding assets, add the flexibility to “mix and match” with ease. This creates brand recognition with variety — the difference between wearing a uniform, and choosing classics with the added flair of accessories. Plus quality branding begets quality products. A well-crafted brand communicates success subliminally, if not overtly. If great care has been put into presenting information, then it must be valuable.
Case in point. When we revitalized the FCCS brand, part of the process was creating a suite of patterns that ranged from “boldly forward” to “background conversation.” The client knew a range of applications would be needed, even though specifics were still being determined. A child brand was born the same year, with the launch of their Accelerate Center. It, too, required patterns uniquely its own. Cross-over patterns worked to maximize flexibility, unify presentation and link the brands into a cohesive, powerful presence.
A suite of brand patterns and complementary assets can also work wonders to tie everything together. Patterns can grab attention and quietly accent. So if your logo is the cashmere of your brand, the pattern serves as the designer shoes. The gemstone ring, the platinum watch, and the diamond earrings appear via brand devices — bullet point, page divider, and quotation marks.
The upshot? The ensemble is everything. Add a surface pattern collection to your brand wardrobe and brand recognition soars. And you’ve taught a master class in style.
What’s your go-to wardrobe piece? Comment below.