What is a design-led brand ID?
THE DESIGN LED PULSE: Growing in popularity out of our studio. But what does it really mean to be ‘design-led’?
I guess that the great majority of people would like their company to look way better than good. For design-led businesses, however, design is not simply a decorative add on.
It is a pulse – the ‘life blood‘ of their curated product offer. Design led creates design Legacy.
There must be a consistent strategic decision about the whole, evocative, visual approach. Every micro detail has a say in the success of today’s influencer, product and service marketplace.
A trend defining heart of the product which starts and ends with a wow of lasting emotion.
Nick Garrett
ABOVE:
For this renovation project NGS design were commissioned to reset the architectural specification of Helvetica ‘Neue’, so we crafted the birth-right, ‘Hass Helvetica block-print’ typeface from the original 60s era. Analogue was very much the order of the day.
This font shown above was redrawn from the very original Fred Perry brand type, brought out of the archives – brought home to their glowing flagship store in Covent Garden, London.
The final piece includes the genuine 1960s, Haas Helvetica blueprint feel.
The original Swiss ‘Haas’ typeface was something I grew up with… in fact this was the very first bedrock typeface I was taught to draw on day one, back in 1981.
Nick Garrett
BELOW:
Nick distressing the head spinning, urban retro appeal of distressed Helvetica for the Le Labo Soho, Milan, Paris stores.
This unique iconic urban distress went on to feature on the Le Labo global roll out.
The original Swiss ‘Haas’ typeface was again an influencer on the Le Labo design deck… the unique micro detailing of the original Haas version was brough back in the design phase… and then promptly obliterated during the on site distressed gilding prosesses.
Yet it’s Haas legacy is still working on the inside, a pervading layer there…
We wanted these aunthentic, inner workings to show through, giving out an edgy NYC vernacular, a true pulsating chunk of cultural Eastside richness, that Le Labo so wanted.
Nick Garrett
THE NGS NEW CUSTOM RANGE OF FONTS CREATE LEADERSHIP VIBES AND MEMORABLE APPEAL.
IMPECABLE DESIGN PRODUCTS CREATE AN INSTANT RESPONSE
Design led brand signwriting gives your design mark the primary position in the client seller’s value creation process. It must be designed to hit the right spot in a definitive, resonant memorable way.
The project must prioritise all areas of street to domain viewability and generate a genuine engagement experience via clear design heirachy. Visual appeal consideration is the absolute in order to increase brand value and walk-in appeal to the hight street and domain based end user… more
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