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Secondary Language
What is it?Visual language that is used tobuild a brand.
What is it?Visual language that is used tobuild a brand.The stuff that adds to the‘landscape’ of the corporateidentity.
What is it?— Illustration— Iconography— Photography— Typography— Colour— Paper
Where does this language come from?Secondary Language utilises thesame DNA as derived from theidentity / logo.
Where does this language come from?DNA?
Where does this language come from?DNA?The blood, the style, the geometryinherent in the logo or mark.
Where does this language come from?Your logo needs to make babies
Where does this language come from?Your logo needs to make babiesLet it give birth to other languagethat is part of the same family.
Where does this language come from?It is still unique, however
Where does this language come from?It is still unique, howeverDifferent from its brothers andsisters but shares the same lastname.
What does it look like?GeometryUses the shape of the logo,deconstructing it… pulling itapart.
Coca Cola corporate logo
Secondary language featuring ‘wave’ device
Yahoo! Logo
Yahoo! “Y bang” supplementary icon
What does it look like?Visual metaphor
What does it look like?Visual metaphorTaking something that isrepresentative of the logo.
Sable & Argent — boutique bicycle retailer
Sable & Argent — boutique bicycle retailer
Sable & Argent — boutique bicycle retailer
Sable & Argent — boutique bicycle retailer
BankWest — ‘happy banking’
BankWest — ‘happy banking’
BankWest — ‘happy banking’
BankWest — ‘happy banking’
What does it look like?Visual narrative
What does it look like?Visual narrativeCreating and expanding ona story that is derived fromthe logo.
Guzman Y Gomez — Restaurant
Deus Ex Machina — Motorcycle retailer
Deus Ex Machina — Motorcycle retailer
Deus Ex Machina — Motorcycle retailer
Deus Ex Machina — Motorcycle retailer
What does it look like?Words
What does it look like?WordsUsing descriptive language,adjectives, verbal associations.Spinning a yarn associated withthe mark.
New Jersey Performing Arts Centre
New Jersey Performing Arts Centre
New Jersey Performing Arts Centre
Safe — Environmentally friendly toilet paper
Go Get — Vehicle hire
Go Get — Vehicle hire
Go Get — Vehicle hire
What does it look like?Graphic Design
What does it look like?Graphic DesignTypography, symbolism,photography, paper / texture,colour.
White Room Group — Business development
Propeller — Financial planning
One Degree — Global warming initiative
Dictionary of Australian Artists Online
*the simple truthFirst Republic — Finance
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