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Pattern

Lesson 16 from: Creating Brand Identity Systems

Brian Schmitt

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Lesson Info

16. Pattern

Lesson Info

Pattern

well, they're not usually the primary identity for a brand pattern can be an important part of an identity system, adding texture to surfaces or simply giving the brand another avenue to graphically express its point of view patterns are usually executed in the material for the brand. Consider this and creating the pattern. What can the printing and production process due to add interest to the execution of the pattern nest uses this concentric pattern on their smoke detector um as a way of extending the brand. So pattern is an excellent tool that you've probably seen in many product designs. That is um something that you should be thinking about when you're developing brand identity systems because it can be a really powerful way of going beyond the logo and beyond typography. But still using graphic communication to say something about the brand, about the quality of the product about the thinking behind it. This example from remote suitcases. They have a structural vertical pattern ...

in all their suitcases that acts as not only reinforcement for the metal suitcase, but is a really wonderful branding thing that you see from far away, almost like a custom color on a bike. But they're able to do it because it's a pattern in actually different materials across different colors. So it becomes a really integral part of their branding system. So you have structural patterns like that. And you also have more graphic patterns like this pattern from bathing ape that they've used an ape to create a custom camouflage. And then this pattern ends up being a custom signature pattern that they're using on all their clothing in, creating the patterns for Wonder sunglass cases. I looked to my home of venice Beach for inspiration. I drew original patterns from the beach and incorporated them into product and photography in my line of accessories from Wonder. We have a whole bunch of custom created patterns that were made from venice Beach and different things around it. So this was inspired by the skate park and the rolling bowls in venice Beach. And that pattern finds its way onto different accessories in the line. And besides being on optical accessories, it then became a backdrop for our brand. Photography. You see how the different patterns can be brought outside of the product and into communication and be a powerful branding tool. When I was working in the Nike brand design team, we created a custom pattern for the House of hoops stores. This pattern was made from marquee, Nike basketball, Jordan's and Converse athletes formed together to create a wallpaper pattern. I worked with the keith Haring foundation and Tommy Hilfiger to create a line of shoes that celebrated keith Haring great art and put them together into a collection. We used his original patterns and created new shoes that felt like they carried on the spirit of his art. We were able to use patterns from his art on the outside of product and then extend this to the inside of shoeboxes, window displays and retail stores all over the walls. So this use of pattern really, let's just extend the branding to every kind of corner of the surface, um taking something that is on the product and bringing it out into a space. I also suggest to read the book. Petra Schmidt patterns and design. So pattern is excellent way to graphically expand the brand. So I'd recommend that you research patterns, gather them and design them along with everything else that you're doing, develop them along with color and typography and think about them as an additional tool that you might not have thought of before in your brand identity toolkit, you won't always need patterns, but there are something that you can have and use and many brands um used in different ways, especially in making consumer products and adding a different dimension to surfaces.