Photo courtesy of Digital Agency Network.

 

Everywhere I look, I see 10 different brands. 15 different logos. 20 different messages telling me why I should buy their product. It gets tiring, and after a certain point I tend to just tune it out.

This rapid acceleration of brand noise is pushing brands to outdo their competitors through exceptional designs, as they try to cut through the saturation. It gets messy. When everyone is trying to make their visual aesthetic stand out, the brands that lean towards artistic communication are winning out.

 

What’s the Difference?

A corporate design displays your brand essence. An artistic design communicates your brand. The difference lies within the subjectivity of art – how it’s open to interpretation by the consumer.

Artistic designs compel the consumer to form their own conclusions about what the brand means to them. It makes them think, and more importantly; it forces them to ask themselves how they feel about it. This act of projecting their own opinions onto the brand design in turn creates more engagement and longevity with the consumer, as opposed to them simply being told what a brand is through a corporate design.

In short: it’s what makes them remember you.

 

The Time is Now

Given the ongoing pandemic, the virtual landscape is now the best way of reaching audiences and consumers. Without being able to readily hold your product in their hands, the first and best way of attracting attention is now artistic design.

Let’s take a look at these 5 brands that use art in their designs to great effectiveness, and great success.

 

 

 

#1: Sotheby’s

Photo courtesy of Sotheby’s

 

Being one of the world’s top brands in real estate and auction as well as being the world’s largest art business; it’s no surprise that Sotheby’s is the first appearance on our list. While being the world’s fourth oldest auction house, Sotheby’s keeps itself relevant and ahead of the curve with incorporating artistic, contemporary designs into its online presence.

 

Head over to their website and you’ll see their elegant combinations of classic artistry with modern design – effortlessly communicating to the consumer what their brand stands for: distinguished class and quality, brought to the customer in the most convenient way possible.

 


Photo courtesy of Sotheby’s

 

 

 

 

 

#2: Prada


Gif courtesy of Prada

 

The first thing you’ll see upon entering Prada’s website is this gif. It’s odd, quirky, contemporary – which makes you puzzle over it and ponder as to the meaning behind it.

 

That’s the beauty of art – and it’s something that Prada does very well. Within seconds of stepping onto their site; they’ve captured your attention and successfully conveyed their message to you: they’re sophisticated, and ahead of the times.

 

 

 

Scroll down and you’ll see a refined use of colors: monochrome and pastel blurring together not only to create contrast, but to highlight the luxury of their products. Instantly, your pupils dilate a little, and wonder has been successfully created.

 

 

 

 

#3: Apple


Photo courtesy of Digital Agency Network.

 

While Apple is usually known for its sleek, minimalist design; in 2018 they launched an extravaganza of colorful, uniquely designed invitations for their Apple Special Event.

 

This aligned with Apple’s encouragement of creative drawing and graphic design uses for the iPad Pro, while presenting a novel and eye-catching take on the original well-known logo that was different for almost every user receiving the invitation.

 

 

To spice things up even more, the logo presented itself in a new, different stylization every time a user refreshed the Apple website – creating reason for its consumer base to keep visiting its site, multiplying the conversation around the Apple Special Event and consequently audience attention around it.

 

 

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#4: Airbnb

Photo courtesy of Airbnb.

 

Airbnb has disrupted the hotel industry over the years, quickly overcoming competitors by greatly simplifying the rental process (and for a lower price!) as opposed to traditional hotel chains.

 

Now, Airbnb is focused on creating a consumer-centric, homespun charm with illustrations across its website. The idea behind such design is to convey that Airbnb is trustable, friendly and brings joy to consumers.

 

 

Photo courtesy of Airbnb.

 

 

 

 

 

 

#5: Instagram


Photo courtesy of Medium.

 

Perhaps the most recognisable on the list, Instagram’s rebranding was met with tons of backlash, but eventually became an undeniable success over the years.

 

While Instagram’s original Polaroid icon was perfect for its original purpose, as Instagram grew to include more and more features; its icon too had to evolve to reflect its new purpose.

 

The new modern camera with a gradient background represents the ‘Less is More’ philosophy of Instagram perfectly: matching their goals of building a simplified experience for the user first and foremost.

 

 

 

Photo courtesy of Fluid.

 

Beyond the icon, Instagram invoked a complete overhaul of UI – prioritizing a more modern and minimalist design of black and white that highlighted the pictures even more. In terms of artistry, their approach is fascinating: an icon that represents a colorful gateway into the app, but the app design itself takes a back seat to better highlight the artistry created by users themselves.

 

 

 

The Point Behind All This
All in all, its important to understand that utilising art in digital branding always has a motive: whether its to invoke fascination or trust, or to emphasize upon the user experience itself; each stroke of the metaphorical brush builds towards a clear expression of your brand message.

 

In a world where consumers are steadily becoming prosumers (producer-consumers) that create their own content and art; its important to create artistic designs that connect deeply with consumers, invoke conversation and prompt them to engage significantly of their own accord.

 

For The Fame, we always look to incorporate artistic branding into our experiential marketing. Whether its virtual events, on-ground activations or any form of brand experiences; we focus on engaging with audiences not only on interactive, but also visceral levels, and that’s where art comes in.

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