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Identity andDiversityThe notion of identity and diversity is a recurrenttheme in both two and three dimensional design.In a Corporate Identity Program enoughdiversity must be provided to avoid sameness andto increase attention.Too much diversity creates fragmentation -a very common disease of badly designedcommunication. Too much identity generatesperceptive redundancy and lack of retention.Therefore, it is necessary to achieve the properbalance between those components, or to offerenough flexibility in any given design solutionto overcome those pitfalls. We like to play withthose elements. We like to design a strong identityprogram in which there is enough room to playappropriateness without loosing identity.A typical example would be a book series wherethe basic identifiers are constant and the specificillustration changes from cover to cover.Also, in the design of furniture, we like to involvethe user to define the final look of the object.In some of the tables we have designed,changing the relative position of the elementsprovides diversity without compromising theidentity of the design.Identity and diversity - an essential contrapositionto bring life to design.90