Brand New 2

Brand New 2

What is a “brand“?  I added a link to the term, because I think Wikipedia describes the concept better than I can, at least at this stage.  One of the salient words used in the definition is “identity”.  Specifically: “A brand is the identity of a specific product,  service,  or business.” My colleague  Elka Eastly Vera,  transformative coach and brand consultant, defines it such: “A brand is like soul DNA. It’s what people recognize you for. It’s where the “you of you” meets the world. It’s the essence of your business. “

Jim Moran, founder and manager of Co-Op, a NYC-based branding firm, says, “Brand is really the DNA that defines your company. Branding is about storytelling.  it’s about bringing the DNA to life and creating perceptions.”

When Frank Mahnke, of the International Association of Colour Consultants/Designers says that color is a form of communication and information, he is talking the language of branding.  How do colors, patterns, textures, shapes, forms and images create  ‘soul DNA’, and story?

It took me awhile to realize how much like graphic design and marketing decorative painting could be.  When I worked with the talented graphic designer Dianna Jacobsen, of Jacobsen Design, on the creation of my website, business cards, brochure, and postcard, I went through an in-depth process of determining how I wanted to beam my business, my work, my self, out into the world.

“It’s not just about making things beautiful, but creating an experience for people.” says Dianna, about bringing the “brand” into physical spaces.

When I found myself working with clients ranging from businesses and  organizations to  non-profits and institutions, I discovered that I was helping them do just that through visual, and often verbal elements as well.

Let’s take a look at a few of them who employed the painter’s brush as a tool for communicating their message.

921 Front Street is a historic building dating from 1859, located in the North Waterfront area of San Francisco. Originally a warehouse, it is now a commercial building providing office space. The signage in the lobby is based on the building’s logo, so there is an immediate tie-in to the brand.  The metallic copper and steely silver colors used in the lettering reflect the natural and industrial materials used in the lobby.

Maitri Compassionate Care provides exemplary, innovative, and compassionate hospice care. The Maitri Mover Campaign Donor Recognition Arch above was designed to honor the donors who participated in the capital campaign supporting its present facility. Names of donors are hand-painted onto the glazed surface of the industrial arch which supports the one-time parking garage.  Like 921 Front Street,  the lettering is done in metallic paints to draw the eye to the words, and make them stand out from the background.  Whether said background be black or white, and the words words sparse or abundant, all visual and verbal elements support the branding.

“On the Fly” is a specialty men’s store designed by  Martinkovic Milford Architects.  The broken stripe design suggests stitching, as well as the classic men’s pin-striped suit sold inside. The stripe patten reflects the visual branding image used in the brand’s marketing materials. The “hands on” stripe application both communicates and enhances the store’s established visual message, and is “tailor-made” for the venue!

Also communicating directly out onto the “street”, but in a whole other way, the mural above depicts an imagined “Land of Oshun”, where a host of interacting Oshun figures express the colors, symbols, and attributes of this beneficent and inspirational goddess figure. Oshun Center, a drop-in center for women and their families, is a program of the Haight Ashbury Free Clinics.   “Oshun“ is the name of an “Orisha” or goddess in the Yoruban (an ethno-linguistic group of West Africa), Brazilian, and Cuban religious pantheons.  Oshun’s color is yellow, and her metals are gold and copper. Other symbols depicted in the mural include peacocks and mirrors, reflective of vanity and physical beauty.  Oshun represents life’s joys, and all that makes it worth living, and this is the “soul DNA”, message, story,  brand, of Oshun Center, supported in turn, by the visual language of the mural.

When we think about how everything we see, indeed everything we experience through any of our senses, transmits something, carries and provides associations, and potentially stirs our emotions, we can see just how powerful visual and verbal elements can be in telling the story of our soul, and communicating the soul of our story.

How have You communicated the essence of your own work or business, or that of another,  through the elements of color, pattern, texture and imagery?  What about words, text, or as the brand editor Abby Kerr would say, “phraseologie”?

Please share about the richness of your experience with us here.  We love to hear from You.

Remember, we  are all branding through this thing called Life, together.

“As the Color Turns: Considering the Color Wheel”

The full version of this article, as well as much, much more of interest to the decorative painter, and artists, entrepreneurs, and business folk of all stripes can be found in Cre8tive Compass Magazine, helmed by the inimitable Rebecca E. Parsons, artist, blogger, teacher, and creative entrepreneur extraordinaire.

As decorative painters, artists, and artisans, color is one of the building blocks of what we do. We are making color decisions each and every time we paint, glaze, gild, plaster, and mix and match materials. Color plays a key role in texture, pattern, imagery, and sensibility, the tools of our trade. Consideration of the color wheel, whether it be before, during, or after we have designed, sampled and applied a treatment can yield revealing, surprising, and even fascinating findings about ourselves, our clients and customers, and the environments in which we work.

Primary Colors: Here’s to the Red,  Yellow, and Blue

The primary colors of red, yellow and blue, the components of all other hues, (excluding black and white), in the world of paint, are dynamic when placed next to each other.  Although the renditions of each may not be “pure” in the strict sense, this triad captures our attention, and draws us into a space that feels clearly defined.  As in the entryway pictured above, the blue may be textured, the red a metallic copper paint, and the yellow a multicolored glaze, but the effect is still that of three independent  hues working in dynamic harmony. The result is that of layers of color which set each other off, which draw the eye  from room to room.

Complementary Colors: The Attraction of Opposites

“Complementary colors subdue one another when mixed, and, conversely, intensify one another when juxtaposed.” says Christine Pittel, in “Color and Light Luminous Atmospheres for Painted Rooms” by Donald Kauffman and Taffy Dahl. (Clarkson N. Potter, Inc. c. 1999)  The complementary duos of blue and orange, green and red, or purple and yellow, (opposite each other on the color wheel) will create vibrancy and drama, drawing attention to any space they clothe. Here several glazes in each of the two hues are manipulated over a lighter  base coat in the same color family. The combination of glazes lends depth and complexity to the surface. Juxtaposing complements creates an instant color “pop”, which can be fun, powerful, and theatrical focal point.

Analogous Colors: Hue on Hue: Energetic Intensity

Blending analogous colors (those adjacent to each other on the color wheel) across a surface can produce an energetic, yet harmonious effect. The colors work well together because they are closely related, and their combination creates  interest. An added benefit to the decorative painter is the ability to integrate glazes more seamlessly together:  being  unified by color; they are easier to blend. Keeping the base coat and glaze colors analogous will cover up a multitude of glazing issues such as seams and joins created by the overlap of wet onto drying glaze. The closer a base coat color is in hue, intensity and value to the glazes being used over it, the easier it will be for us to control the effects we wish to create.

Neutrals: Tone on Tone: Subtle Harmony

“Tone on tone” neutrals create a sense of peace, calm, and soothing harmony.  However, is any color really “neutral”?  Creams, beiges, taupes, grays and ivories actually have significant undertones of color which define them, and thus the effect they create in combination with other “neutrals”. Combining soft colors interrelated in hue and value (tone on tone) needn’t be monochromatic (based on just one hue). Their combination can also be complex, and very satisfying, offering a sense of richness and comfort. When manipulating multiple glazes over a base coat, one way to ensure integration of all colors involved is to make a glaze out of the base coat color, and use it as part of the scheme. This will create an immediate tie-in of the base coat to the glaze colors, and enable easier blending of the glazes over the surface.

Color is a powerful tool, and when we understand how the color wheel works, we can employ it to our advantage in designing and executing  finishes, applications and treatments. In addition, our color knowledge can inform how we plan, mix and manipulate our materials enabling us greater mastery and control over our processes. As we enter more deeply into the resonant world of color, we can use its magic to enhance, beautify, communicate about and transform our world, one space at a time.