Really liked this intro to an exhibition of costumes at the National Theatre, London (really liked the costumes too)...
“Every piece of costume is a quiet storyteller on stage. How else could we know that the characters have just come inside from a horribly rainy evening, or that their clothes are old and worn, or that they live in the 1780s, without the marks and prints on costumes telling us so.”
The same goes for the way we all dress. Through our clothes – our style reference points and decision to conform or stand out – we’re telling quiet stories about ourselves, not only about our plans for the day ahead.
Equally true of brand design. The visual language of a well-considered brand will include signs of the sector and club it belongs to, but also signpost difference and intent, possibly to disrupt. More fundamentally, it signals whether the brand has a story worth discovering more about.
