Abstract Brand Design (and why it works!)

The best design isn't always obvious.

Think about it...

Apple's logo (and name) have nothing to do with phones or computers on the surface level. Nevertheless, show just about anyone their logo and they can match it to its rightful owner in a matter of seconds.

All the same, Nike's "Swoosh" has nothing to do with shoes or athletic apparel in any regard. However, you couldn't see it without immediately associating it with Nike and their inspiring "Just Do It" slogan.

Granted, both of these companies have spent INSANE amounts of marketing dollars to achieve this type of recognition, but that doesn't mean it's impossible.

Pictured below, you'll see a brand mark I created for a high-end gym and spa based near the Pacific Coast. The logo itself has nothing to do with working out, getting a massage, or relaxing in a sauna, yet it invokes the feelings as described in the client brief. Feelings of luxury, relaxation, and empowerment.

This shows how great design can communicate and solicit the desired message and emotions you want your brand to convey, without being overly obvious.

View the full project here: Pacific Calm - Brand Identity