Form Follows Brand: The Design Ethos of the Future.

In the world of design, the phrase "form follows function" has long been heralded as a guiding principle. Yet, in recent years, a subtle but significant shift has taken place. No longer is design solely about meeting practical needs; it has evolved to become a powerful tool for brand expression and identity. Welcome to the era of "form follows brand."

From "Form Follows Function" to "Form Follows Brand"

Traditionally, design was primarily concerned with functionality. Whether it was a chair, a building, or a website, the emphasis was on usability and efficiency. However, as markets became saturated and competition intensified, brands began to recognize the need for differentiation. Design emerged as a key differentiator, allowing companies to express their brand values and personality visually. Design, therefore, evolved beyond mere functionality to become the embodiment of brand identity.

The Evolution of the Design Philosophy

The mantra "form follows function" dominated much of the 20th century design philosophy. Functionality was paramount, with aesthetics often taking a backseat. However, as consumer preferences shifted towards experiences and emotions, the design landscape began to change. Designers started collaborating more closely with brand experts, realizing that design could be leveraged to communicate brand messages as effectively, if not more, than traditional brand acts.

The Evolution of the Designer's Role

With the rise of brand-centric design, the role of designers has undergone a transformation. Designers are no longer just tasked with creating visually appealing products; they are integral to expressing and reinforcing brand identity. Every design decision, from color choices to typography, contributes to the brand narrative. Design outcomes serve as a reflection of brand values, influencing consumer perceptions and behaviors.

The symbiotic relationship between design and brand integrity has given rise to what Adaptitude termed as the "design flywheel." When design aligns seamlessly with brand values, it creates forward momentum for the brand, reinforcing brand loyalty and driving business success. Conversely, when there is a disconnect between design and brand, it can lead to confusion and erode customer trust.

Conclusion

As designers, embracing the ethos of "form follows brand" is essential for achieving design excellence in today's competitive landscape. By understanding and embodying the essence of a brand, designers can create experiences that resonate with consumers on a deeper level. Let’s embark on this new mission together, where every design decision is guided by the principles of brand expression and integrity. Together, we can shape a world where form truly follows brand.

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Jayson Simeon

Adaptitude | Principal and Founder

Adaptitude is a design services company that exists to transform product and service companies into powerhouse brands. We develop designers and capabilities that deliver brand-focused solutions.