Why a Freelance Graphic Designer Could Be Your Perfect Design Partner
By Shivangi Bhotika | April 15, 2024
The world of graphic design is often a playground of polished fonts, sleek icons, and cutting-edge trends. But sometimes, the most powerful designs are those rooted in something far more fundamental: vernacular design.
Unpacking Vernacular Design: More Than Grandma's Quilt Patterns
Vernacular design in graphic design isn't about mimicking old-fashioned aesthetics. It's about capturing the essence of a place, community, or culture and translating it into visual elements. Think of it as a visual language that speaks the local dialect, resonating deeply with the target audience.
Here's a Twist: Vernacular design can be modern too! Imagine a brand identity for a coffee shop in Brooklyn that incorporates elements of street art or subway typography. It's fresh, yet speaks to the neighborhood's unique character.
Why Embrace Vernacular Design in Branding?
In a world saturated with generic logos and cookie-cutter websites, vernacular design offers a breath of fresh air. Here are a few reasons to consider it for your brand:
Authenticity and Connection: By incorporating elements that resonate with your local audience, you build trust and forge a deeper connection. People connect with what's familiar, and vernacular design taps into that sense of belonging.
Storytelling Powerhouse: Vernacular design is a powerful storytelling tool. It allows you to weave a narrative about your brand's origin, values, and connection to the community.
Standing Out From the Crowd: In a sea of generic logos, a brand identity that embraces vernacular design is bound to turn heads. It showcases your brand's unique personality and sets you apart from the competition.
Storytelling Powerhouse: Vernacular design is a powerful storytelling tool. It allows you to weave a narrative about your brand's origin, values, and connection to the community.
Standing Out From the Crowd: In a sea of generic logos, a brand identity that embraces vernacular design is bound to turn heads. It showcases your brand's unique personality and sets you apart from the competition.
How to Embrace Vernacular Design in Your Branding
Here are some tips to get you started:
Research Your Roots: Delve into the history, traditions, and visual language of your target audience's location. What colors, patterns, or symbols hold significance?
Collaborate Locally: Partner with local artists, designers, or historians to gain a deeper understanding of the local vernacular style.
Think Beyond the Obvious: Vernacular design isn't just about using traditional motifs. It's about capturing the essence of a place in a modern and relevant way.
Keep it Authentic: Don't force elements that feel inauthentic. Vernacular design should be a natural extension of your brand and its connection to the community.
Collaborate Locally: Partner with local artists, designers, or historians to gain a deeper understanding of the local vernacular style.
Think Beyond the Obvious: Vernacular design isn't just about using traditional motifs. It's about capturing the essence of a place in a modern and relevant way.
Keep it Authentic: Don't force elements that feel inauthentic. Vernacular design should be a natural extension of your brand and its connection to the community.
Examples of Vernacular Design in Action:
Patagonia's use of earthy tones and rugged textures reflects the brand's connection to outdoor adventure.
Dos Equis' iconic "Most Interesting Man in the World" campaign draws inspiration from Mexican folklore and storytelling traditions.
WuXi AppTec's branding incorporates traditional Chinese brushstrokes and jade green accents, reflecting their heritage and focus on innovation.
Dos Equis' iconic "Most Interesting Man in the World" campaign draws inspiration from Mexican folklore and storytelling traditions.
WuXi AppTec's branding incorporates traditional Chinese brushstrokes and jade green accents, reflecting their heritage and focus on innovation.
The Takeaway: Embrace the Local Flavor
Vernacular design isn't just a design trend; it's a way to create brands that are truly meaningful and memorable. By embracing the local flavor, you can craft a brand identity that resonates with your audience and sets you on the path to building a loyal community. So, ditch the generic templates and unleash the power of vernacular design in your next branding project!
Thank you!
