canon

Identity and
Diversity
The notion of identity and diversity is a recurrent
theme in both two and three dimensional design.
In a Corporate Identity Program enough
diversity must be provided to avoid sameness and
to increase attention.
Too much diversity creates fragmentation -
a very common disease of badly designed
communication. Too much identity generates
perceptive redundancy and lack of retention.
Therefore, it is necessary to achieve the proper
balance between those components, or to offer
enough flexibility in any given design solution
to overcome those pitfalls. We like to play with
those elements. We like to design a strong identity
program in which there is enough room to play
appropriateness without loosing identity.
A typical example would be a book series where
the basic identifiers are constant and the specific
illustration changes from cover to cover.
Also, in the design of furniture, we like to involve
the user to define the final look of the object.
In some of the tables we have designed,
changing the relative position of the elements
provides diversity without compromising the
identity of the design.
Identity and diversity - an essential contraposition
to bring life to design.
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