Passive and Active Design
Here’s something to keep in mind when designing: is what you are designing fundamentally passive or active in communication? I think a good example of this branding versus advertising. While both may be done for the same entity, they sit on opposite sides of the spectrum of visual communication.
Branding is passive – it is like the clothes a person wears. It gives off an aura, a feeling, an impression. The purpose of identity design is generally not to announce anything but rather, to imply it. That is why branding requires a lot of nuance and careful attention to detail.
This is where advertising comes into play. Advertising is the voice of a company or entity. It is the active communication which requires being intimately familiar with the audience that the company/client is speaking to.
Keeping this in mind may be helpful when shaping the strategy for your next project.
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