Identity Design – The Scale of Things
During my years of study, I became good friends with a group of designers, and it was clear during 2010 that we wanted to work together in the future under our own collective – The Scale of Things.
While we all studied Industrial Design, we all have markedly varied interests and talents within this field. The challenge in creating a unified brand for us, then, lay in the generation of a graphic motif that could represent these differences while maintaining the group’s visual family.
I undertook the responsibility to design this identity, though with regular input from the other members of the collective.
I used the bracket from a piece of music (a chromatic scale) as the underlying motif. The images below show the progression through original design, iterations, business card (stamps) and finally branding on the collective’s website www.thescaleofthings.com
Mouse over for a description of each image.
The Scale of Things are: Jessica Bird, Imran Shamsul, Simone Steel, myself and William Campbell.
This is such an intelligent visual ID – practical and very beautiful. It refects the collective nature of The Scale of Things and is authentic. Authenticity is very important in branding, as you know.
You do not have a brand yet, though, in my view. The graphics cannot do that on their own. A brand offers a promise of something, so it’s about authentic actions/behaviour that create confidence in the consumer in order to engage them.
You have given The Scale a great start. Thanks for letting us see these ideas.