Brand issue 2013d the animals

DREAM FACTORY / BranD 2013D

COLOUR EXTRACTION

MIMART

Cezanne Pro

Vicente Martinez Yuste & Seana Michelle Willis / 2013

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www.mimart.org

Mimart was a project commissioned by a European art, antique and furniture retailer.

One of the major details that the retailer wanted was to incorporate the peacock into the brand’s main identity. The designers found that this bird is a symbol of sovereignty, beauty, power, rank and divinity. The peacock is also associated with the Phoenix, symbolizing virtue, humanity and good fortune. In an effort to link western and Chinese cultures through luxury and art, they chose to use the elements of rice paper, and watercolours, combining these two elements with a specialized design using the

Mimart European Art, Antiques & Furniture

Cezanne typography, and an art deco styled peacock as the main image for the logo.

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/156-1/ Creative Director of “Mimart”

INTERVIEW WITH

VICENTE MARTINEZ YUSTE

What animal would you compare yourself to? ‥ I would compare myself to the wolf for the reasons that the natural instinct of wolves is to be a part of a

group, and they have a strategic hunting nature that requires strong communication in the group. These are

all physical elements of the wolf I think our team both uses, as well as relys heavily on.

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Why did you choose peacock as the main design element? ‼ The Peacock was requested by the client who

mentioned that peacocks have significant and positive

references within the Chinese culture. This element combined with the client’s requirement of pulling

together the style of Western Europe (relying heavily

on more liberty and Victorian art deco elements) while keeping elements of Chinese tradition made the Peacock a more versatile symbol to use.

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What are the principles of brand design with animal elements? ‼ It is difficult to pinpoint, as animals are much more perfect when it comes to certain aspects of human

nature. Animals are predatory, and very instinctual, as

for our human beings, we seem to lack the confidence to follow these predatory instincts like the way animals

do. Also because we cannot read minds or decipher “animal languages�, there will always be a feature of

the animal that remains unknown and mysterious to

us. Perhaps this is the attraction they hold. Along with

their actions, their colours and patterns inspire us with our need to decorate, and to create.

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How did you make brand design with animal elements more attractive to the consumers? ‼ I think research is the most important word here.

When it comes to animals there are so many different

traditions within different cultures that can bring people together, or keep them unique. Depending on

what the client is requesting, it is important to start by pinpointing the universal qualities of the animal which is the way most people identify with regarding that

animal. Then you go deeper by researching the culture or cultures you are trying to represent. The last thing

you ever want to do is to misrepresent both the culture and your client. This is why research is so extremely

important. We have found that bringing out universally positive elements tends to be the best starting ground.

DREAM FACTORY / BranD 2013D

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