What is a design-led brand ID?
The term is growing in popularity, but what does it really mean to be ‘design-led’?
I guess that the great majority of people would like their company to look good. For design-led businesses, however, design is not simply a decorative add on, it is an integral part of their proposition.
Creating a stand-out logo, producing attractive packaging, and starting an Instagram account does not make your business ‘design-led.’ It’s a good start though.
There must be a consistent strategic decision about the whole, evocative, visual approach.
A trend defining heart of the product which starts and ends with a wow emotion.
Nick Garrett
ABOVE: NGS rejected the architectural specification of Helvetica ‘Neue’ and reset the original era, Fred Perry brand type on their flagship store in Covent Garden, to include the original 1960s Haas Helvetica blueprint feel.
BELOW: The head spinning urban retro appeal of distressed Helvetica for Le Labo Soho, Milan, Paris stores.
THE NGS NEW CUSTOM RANGE OF FONTS ARE SELECTED TO CREATE VALUE AND APPEAL.
THE ‘LOVE THIS!’ REACTION
Whilst there is no one accepted definition of ‘design-led,’ it must necessarily involve giving design the primary position in the value creation process. It must be designed to hit the right note in some resonant memorable way.
The project must prioritise all areas of domain viewability and generate an adoring engagement experience. Visual consideration is the absolute in order to increase brand value and instant appeal to the end user… more
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