76. Distinctive Designs

76

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 diffi cult 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, fl oral 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.

In practice • Great design can inspire a whole brand. IF yours is feeling jaded, invite a designer in. • Visit the fi nal year shows at art colleges to spot talented new designers. • Protect your designs as well as you can legally, but bear in mind that if you’re copied it’s because you’ve led the way. Move on, and build a brand on leading the way.