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The Beauty of Colorful Shapes in Brand Identity

Colorful schemes and geometric solutions were named two leading trends in the graphic design sphere earlier this year. Many respectable artists and analysts have bet on these two approaches to prevail in 2019. And their predictions are coming true. Bright visual identities as well as those that feature clever geometric compositions appear here, there and pretty much everywhere.

Even though these two trends perfectly exist on their own, offering designers a vast scope of opportunities, it seems that they can make a cute couple and produce an even more significant impact together. This alliance is not just a colorful scheme used in tandem with a geometric approach. It is a true symbiosis where splashes of color are enclosed within various geometric frames.

Sometimes they interact with each other, sometimes they work separately. Nevertheless, together they create unique abstract scenery that adorns the backgrounds of various elements of brand identity – starting with business cards and ending with packaging. Colorful and shaped designs are a trend-within-a-trend that excites the audience and encourages designers to practice their creativity.

Let’s consider some exciting projects as examples.

Personal Branding by Allyssa Ellis

We are going to start our collection with a representative example, Personal Branding by Allyssa Ellis.

The goal behind this branding was to introduce Allyssa’s bright, fun and charismatic personality to the audience. And she has nailed it. The brand identity establishes a positive mood from the first look here. The shapes are smooth and feel elegant, whereas the color scheme is pastel. That adds to the feminine atmosphere. The project is fully in line with the artist’s creative thinking and character.

YOUNG GUNS 16 (YG16) Floating Award

The design will take you aback with its bright personality. Even though the chaotic explosion of vibrant tones has been coordinated here, nevertheless it feels like an artistic outbreak. The project aims to represent young creatives, so it is not surprising that it has such a bold and a bit strange appearance. Note how the colors overlap letters here, erasing the border between foreground and background. The idea is just brilliant.

Identity and packaging design for Folks patisserie

Unlike the two previous examples that exude eagerness of youthfulness on all fronts, this brand identity project looks mature and stately. Golden blotches of various shapes give the composition a bit of luxury feel. Note how easily and naturally the artist managed to combine such drastic colors as lime and turquoise. They have pulled off a fantastic result.

Museum Identity

Created by Kristina Hristova, this project looks positively odd. It certainly has an artistic quality that sets the tone to an appropriate one for the museum theme. It seems like one of the installations from the modern art gallery.

Each flyer strikes an eye with its intricate design, with well-thought-out layering and color combos. At some point, it even reminds us of a scrapbook style. Yet with some modern tricks and moderate usage of layers. This project naturally breaks away from the rest of the crowd.

Taipei Songshan Airport – Visual Identity

Deriving colors from the airport terminal design and inspired by traditional Chinese window lattice, this is an outstanding project. There are only sharp angles and rectangles: they make the visual identity look techy and business-like. The coloring adds to the overall aesthetics and makes things appealing to the eye.

Thousand The Boutique

Guided by the client’s aim to cultivate the idea of luxury living and a spirit of the citadel of traditions that is London, Cansu Merdamert has dealt with one of the most beautiful and challenging color combinations out there.

Beautiful green, yellow and red conveys the deluxe atmosphere without feeling posh. The smooth shapes make the design feel friendly and inviting, as well as meet the business side of the project.

CiDOWN

John Dias’ project is just amazing. Bright colors, with purple used as the primary, along with a bunch of primitive geometric shapes. They look childish, but skillfully establish a positive feeling here. The duotone photography made in beautiful yellow and green perfectly blends in and pleases an eye from the first glance. The design sets the proper tone for the company as well as makes the message sound “loud”.

Academy Brand Identity Design

While all of the previous examples have more or less sleek aesthetics, the brand identity concept created by this Cairo-based artist certainly looks sharp – literally and figuratively. Various colorful polygons form the scenes here. The typography with acute letterforms completes an ensemble. Targeted at youth, the project easily meets Generation Z with its bold and daring look.

LFD

Much like the previous example, LFD’s brand identity also has many sharp angles and irregular polygons. They also overlap each other, creating an intricate layered complexity.

However, this time the color scheme is not as daring as in the case of Academy. On the contrary, the tones perfectly complement each other, creating a true harmony in the design. The beautiful patchwork that reminds of raw pieces of leather effortlessly portrays the fashion industry that stands behind this project.

Debrecen 2023 – European Capital of Culture

Circles, circles, circles. The divine geometric shape takes center stage in this visual identity, working dynamics and metaphors into the project. You will find bright colors that are shaped in primitive geometric forms. Whereas horizontally split layouts identify the horizon to enhance the idea, beautiful photos make the concept closer to people.

Ideafix

The beauty of Ideafix lies in a fantastic mixture of lovely soft colors and various geometric forms. There are waves, zigzags, circles, checkered patterns, polka dots and so on. The typeface with shifted coloring nicely finishes off the design, making the composition feel complete. The project looks simple yet attention-grabbing.

Tandem Trends

Each trend has its pros and cons. Both are able to draw and maintain the user’s focus on brand identity. They can be used to create a magnificent design that borders with the artwork. Each one has its own life. However, when working together, they become a powerful couple.

The bright scheme in tandem with a geometric approach does not produce an ornate outcome. On the contrary, the primitivism of shapes, especially circles, softens an impact generated by the vibrancy that comes from the coloring.

Geometry helps to create order out of chaos and, at the same time, achieve an outstanding abstract art that conveys emotions and feelings. Add this to the fact that these two solutions are currently in fashion, and you end up with a powerful tool for grabbing attention.

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