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DISTINCTIVE DESIGNS
Great graphic designers think of new ways to arrange lines and colours in a manner that the rest of us can’t. They can make a new approach stand out from the others in ways that people can see but can be very difficult to trademark. In fashion and other design led industries, a recognisable design, even if it’s not a trademark, will give a brand it’s clear point of difference.
The idea Orla Kiely is a designer who has a way of working simple, geometric, floral and leaf designs in a small combination of plain colours so that they stand out as undisputedly hers, even without putting logos on them. After designing for other people, she and her husband set up their own business using her designs to build a distinctive brand. A friend of mine handmakes her own bags and bought a remnant of material, waterproof fabric designed for outdoor tablecloths, with a geometric spotty design on it. She made it up into a shopping bag and was most annoyed when people kept asking her “Is that an Orla Kiely?” Orla Kiely’s combination of bright, simple designs made up into good quality products, priced at the top end of midmarket, have helped her to create a successful international brand in less than two decades.
100 GREAT BRANDING IDEAS • 159
100 Great Branding Ideas 14dec.indd 159
12/14/11 11:14 AM
