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.
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