![]() What special places do you have in your past that could be the seeds of your brand identity? Louis Vuittonįrom clutch bags to…slightly bigger bags, Louis Vuitton’s aesthetic could be summarized as ‘laid-back baroque’. Travis Scott’s Astroworld, and the aesthetic that underpins it, relate to a theme park he used to go to as a kid. Tip: You can build your aesthetic on elements of your own personality and life story. Ultimately, the baroque aesthetic permeates at every level of the Versace experience, from the logo to the website, advertising campaigns, and famous clothing collections. The famous Medusa head logo, for example, reportedly comes from the floor design of local ruins that the Versace children played in. Versace’s style was heavily influenced by the ancient greek architecture that once flourished in his birthplace, Reggio Calabria. Versaceįounded by legendary designer Gianni Versace in the late 1970s, Versace is renowned for its vivid baroque designs. The overall look and feel of a baroque aesthetic is attention-grabbing grandeur and expense. Brands that rely on a baroque aesthetic include similarly lavish design elements such as rich color contrasts, elaborate patterns, and classic iconography (like the fleur de lis). To help you get started, here are a few common design aesthetics and examples.īaroque comes from a movement in the arts and architecture of the early 1700s, characterized by elaborate design elements and exuberant details. In the beginning, it helps to focus on one aesthetic that will become a kind of ‘baseline’ for your brand’s visual vocabulary. In fact, brands often use more than one aesthetic for a particular product or campaign. It’s worth pointing out that an aesthetic is not the same thing as a brand. Often it can relate more to the vision and personality of the brand’s founders. Popular design aesthetics in brandingīrands use a specific aesthetic because it signals a certain customer base or lifestyle they’d like to associate with. ![]() ![]() Whether it’s a building, a brand identity, or a user interface, great design is all about reducing friction. Aesthetic principles, therefore, are a set of rules that determine if a sensory experience is attractive to your audience.īut what does this mean in the context of your brand? It’s simple really: does it look, feel, and work in a way that attracts people and gives them a positive experience? In every field of design, from architecture to graphic design and UX, aesthetics is about communication.Īre you telling your story effectively? Do people experience your design in a way that’s effortless, immediate, and powerful? Yes, aesthetics are about how things look, but they’re also about how things work. The roots of the word “aesthetic” have to do with perception by the senses. In philosophy, the field of Aesthetics has to do with the nature of art and beauty. It’s the look and feel of a brand when taken as a whole. Generally, however, an aesthetic is something you just sort of know when you see it. Similar to a historical aesthetic, like Art Deco or Gothic, a brand aesthetic follows a generally recognizable pattern.ĭecent brand guidelines should articulate the elements that make up a design aesthetic. When we talk about aesthetics in brand design, we’re really describing a set of elements that help tell a story, from the font and color palette to specific design features. Ready to learn the secret sauce? Let’s get started! What is a design aesthetic in branding? How to develop an aesthetic for your own brand.
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