In an increasingly digital world, it is necessary to make a difference, both indoors and outdoors. Brands must make a positive statement and stand out from their competitors. Today, more than ever, a brand needs to be more than a logo. It is not analogue or digital, it is transversal to all media, screens and resolutions. A human concept that, even without material existence, has a direct impact on people's lives.
With the digital sphere, the world is at our fingertips like never before. Today we have access to information that we never dreamed of having access to, such as NASA's unreleased images of the first galaxies, formed just after the Big Bang. We get to see remote places and cinematographic islands that were previously only shown on television. We enter museums on the other side of the world and access entire encyclopaedias and news in real time (for free - at least for now).
Having the world so close, on multiple screens, has shown us how similar we are and how that inspires us. Companies and organisations are no exception, and today they communicate their message through identities with very close visual lines.
A brand can no longer be merely functional, pretty or have a robotic speech (however innovative or technological it may be). It is an open code, an algorithm under construction. The art of doing it well for those who see. Music for those who listen. Minima, quarter notes and eighth notes outside the music score, between the text lines. It must have rhythm, a unique pace, because that's what will make the difference in an increasingly fast-paced world.
More than the copy being short or long, more than having the right keywords or the most effective #hashtag, what matters is the content, creating value for those who read and listen to it. The musical poetry within it, as Gary Provost exemplifies.
