Tag Archives: pattern

Brand Patterns and Leitmotives – Music Thinking Inspirations for Branding and Design

When designing a brand it is necessary to have a shared understanding about the why, what and how of a brand. This can be written down and visualized in a manifesto together with the brand DNA, vision, mission, ambition and the brand values, personality, promis and expressions. But this is just like the musical score. To really ‘live the brand’ it has to be performed and adapted everyday together with  your audience.

Music Thinking:
Here are two musical concepts that could inspire and engage brand professionals to think about the brand consumer relation to add value to both sides: first to the consumer, then it will pay back to the brand.

Pattern

Marc Shillum is approaching the filed of branding from a pattern thinking perspective:  Brand as Patterns. He states the most important feature of a successful brand is not just consistency, but rather the ability to continually reinvent the brand image according to what is most relevant at the time. In short, a successful brand must have a long term goal, but the short term strategy of how to get there must be continually reworked to remain coherent and relevant in a contemporary context.

Besides patterns there are more concepts that can bring context and meaning. In the Wagner Year it is worth to have a look on the contextual building blocks Wagner is using in his compositions: ‘das Leitmotiv’.

Leitmotiv

Leitmotives are musical phrases like story elements that does not imitate the sound of – for example – ‘crackling logs’, but make you feel the heat, thread and magic of fire. If you want to enjoy the music you don’t have to necessarily know everything about it, but ‘the more you know, the more beautiful it gets’.

Watch a great ‘musical introduction’ to Wagner’s Götterdämmerung with Kurt Masur and Jessy Norman and learn everything about the coding and decoding with Leitmotivs in film music like star wars and Wagner’s music.

From a branding point of view many different elements should make a ‘Gesamtkunstwerk’ so that the consumer can enjoy, be engaged and get an emotional bond with the brand without knowing exactly every detail.

But to create a brand it takes a lot of listening skills and contextual vision. Maybe the most importing thing: the music is not ready when the score is written. It has to be performed with real people for real people – again and again.

‘There is joy in repetition’ Prince

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Milano Design Week 2012 – Salone e Fuorisalone

I spent two days  in Milan at salone and fuorisalone to see, get inspired, have talks, drinks meet friends and to see the family at Lago Maggiore.

It is impossible to see everything. There are so many shows, events,  shops, pop-up spaces, …  but what you see you can ‘catch’ (WYSYCC) and I have never seen so many iPhones, smartphones and real cameras in one place – people have fun to take pictures or take it ‘really serious’ and give you some order to step back.

Here are a few pictures  sorted by the following findings:
showing the process  (form idea and material to product); patterns everywhere; laser cut metal; books as decoration; playing with colour; light and nature; ceramic; ‘from handicraft to digicraft‘;  creative food; analog 3D modeling; Rossana Orlandi; Luceplan, …

… and here a video from Luceplan’s new lamp Nothing, by Francisco Gomez Paz

Nothing from Luceplan on Vimeo.

What is your formula for now?

There is a fantastic book by curator Hans Ulrich Obrist with a lot of answers to the simple question: what is your formula for now?

In elegant simplicity you find the crystallization of a potentially complex idea into a single equation. You can use it a s a source for formulating your basic principles, your secret recipe, use it just as a briefing for your next project or just take it for your inspiration.
The book is dedicated to composer Karlheinz Stockhausen and artist Julius Koller both died 2007. The one page formula of Stockhausen’s 29 hour-opera LICHT:

Superformel aus LICHT

The secret formula on how to become a genius by Marina Abramovic:

1 tablespoon of talent
5 drops of popularity
1 drop of luck
10 kilograms of discipline
6 glasses of self-sacrifice
3 grams of spirituality

Here some more examples by Stewart Brand, Fischli + Weiss, Simryn Gill, Albert Hofmann (LSD).

Link to amazon.com: Hans Ulrich Obrist: Formulas For Now