Of Brand Language & Design

A post inspired by Sarah Swindell, Managing Director and Owner of Watermelon Creative.

Sarah Swindell's talk about the kind of work taken up by her brand opened up new avenues of thoughts and ideas for me, as licensing and branding belong to an unexplored forte in my experience. The most interesting aspect of the lecture for me was the conceptualization of themes and branding of popular pop-culture characters to accentuate the impact of a brand.

Watermelon Creative's portfolio of work is an excellent personification of the embodiment of colors, aesthetic and associated mood of the brands that have worked with them. This is especially evident with the branding and logo work of Dick Bruna's Miffy, with the design aesthetics transporting the viewer to the lighthearted memories of the beloved character on books and TV.

Brands with a strong identity stand a head above the rest, especially when there's a correlation between the design aesthetics and the ethos of the brand. Elements of design such as color, line quality, texture and font can be used to mold the narrative of a brand, evoke a certain set of emotions and provide an intuitive feel of the brand's values. With the advent of internet, most businesses now have access to a global audience, and a clear reflection of the brand's identity through its logo, design philosophy and promotion methods is critical to make an impression.