4 SUBTLE WAYS TO CREATE AN ELEGANT BRAND DESIGN
Written by Kat Fletcher
How to create elegant design? What actually is it? And how does it truly impact a brand? These are the questions that have flooded my mind throughout my time as a designer. In this article I delve into the essence of elegance and the subtle ways I’ve found to create design with an elegant touch.
First and foremost, what is elegance? Google definitions say that it’s ‘the quality of being graceful and stylish in appearance or manner.’ To me, what this is really saying is…
Elegance is refined beauty
Refined meaning nothing unnecessary is added. This could translate as minimal, like the classic label of Chanel No.5, but not always. The artistic works of Gustav Klimt are some of the most elegant of all, yet still highly decorative. Refined simply means that each and every element is intentional, whether the whole design be minimal or intricate. Everything is considered, and everything works together as a cohesive whole.
(minimal)
(decorative)
And now beauty; a gift to the senses. In beauty there is meaning because simply put, it makes the world a better place to live. It adds richness to the human experience, calling people stop, take in the moment, and feel pleasure.
When people come across your brand and the design is beautiful, you give them a reason to pause and consider. You make something of their day richer, more memorable. This in turn makes them more likely to remember your brand.
So without further adieu, here are four of my favourite ways to infuse elegance into a brand design.
INSPIRATION FROM THE PAST
Elegance is timeless. It goes beyond trends, embodying a sophisticated style that could still stand strong in 100 years. When wanting to create elegant design, there’s so much inspiration we can find from a whole world of past eras and styles…
The vintage Italian type found on an old restaurant sign, the art deco pattern engraved upon a 1920’s doorframe, the energised lines in the works of Matisse and Picasso.
From the great artists and designers of the past, we can look at their creations, notice what make’s them beautiful, and then reinvent them in our own new way, whether with boldness or subtlety.
PLAYING WITH LIGHT
This morning when I woke, there was a gentle dappled light coming in through the thin curtains. The soft silhouettes of plants swaying from the other side.
There’s something so beautiful about the way light plays, and through my design years I’ve developed an eagle eye for finding photography that knows this too.
Whether it’s the sun-kissed aesthetic of the golden hour, the crystal reflection of light through glass, or the softness of shadows casting their spells, photography with beautiful lighting is a subtle yet sure way to create an elegant look.
SENSUAL LINES
Within the essence of elegance is sensuality. Sensuality is about flow. So one way we can add elegance to a design is by using sensual, flowing lines. This could be through typography, art, or even a custom die-cut for packaging of print collateral.
Balance can be brought to the design overall by juxtaposing the fluid (feminine) lines with more structured (masculine) elements. Notice how the examples below contain sensual lines in the art or typography, balanced out with the structure of more clear cut typography.
EMBOSSED DETAILS
There’s something so rich yet understated when it comes to embossing. It’s decadent, without being loud. With no contrast in colour at all, an embossed detail catches the eye and calls one to reach out and touch. It’s creates not just a ‘look’, but a sensory experience that goes beyond the visual.
Embossed details are a simple, yet beautiful way to instantly create a luxurious, elegant feel. Consider adding embossing to your business cards, stationary or thank you cards for a premium touch.
CONCLUDING THOUGHTS
At the core of creating an elegant brand design is an attention to the details. These details may seem subtle, but when they all come together they play a powerful role in creating an aesthetic that feels sophisticated, refined and high quality.
Showing up in this way directly impacts how people see your brand. A considered aesthetic shows that you put thought into your business overall, helping people trust and remember your business.
