Consistency, for lack of a better word, is important. Consistency in bread making, for example, is the difference between a fluffy cloud of a loaf, and its heavy-leaded cousin. Consistency as a parent, likewise, is the difference between producing an achiever and an asset, or a bully.
Consistency, therefore, when producing a brand, is paramount – its the difference between confusion and connection. If a brand screams ‘We’re simple and honest’ at one point, and ‘We’re erudite and thorough’ at another, it generates distrust in your target market. Your audience, your buyers, they won’t believe in what you’re selling; not if you don’t understand it yourself.
This is why, when branding our collective, we asked ourselves what it really is we wanted to achieve, what we really thought of the world, what our ethos was, and why we were doing it. If we could figure that out, we could use it as a skeleton for everything that we produced. No confusion then, just connection. As it turned out, the ethos could be boiled down to the question itself. ‘Why?’
We don’t believe that people ask this enough when producing something creative, and ‘Why?’ is the question that brings moral context into art. ‘Why did he paint that?’, ‘Why have they made this film, at this time, in this place?’ Often the answer might be ‘to make money’ or ‘to get famous’, but these aren’t answers – they’re the result of, not the reasoning behind a product. We believe that if people asked themselves ‘Why do I do what I do?’, instead of ‘What do I want from what I do?’, we’d find substance in places we oftentimes don’t. Cinema is a joint passion of ours, and its more mainstream, money-making children often lay vacuous and vacant – exchanging explosions for emotion, fast cars for feeling. We believe that this focus on the ‘what’ instead of the ‘why’ is what’s wrong and wasteful in every facet of mainstream media. If people only asked ‘Why is Spiderman doing what he’s doing?’ instead of ‘What is he up to next?’, we might be able to take something from the mainstream moviegoing experience – even if that something is only the realisation that Spiderman isn’t really, in all his spandexed glory, all that important.
However, that’s not to say that we think that entertainment is a bad thing, that chases and fight scenes are something taboo, we just feel that there’s a hole in mainstream media that could and should be filled with strong moral content. Style is a strong suit of mine when it comes to what I do – however, I don’t believe that renders my products substanceless. It just makes that substance more digestable, engaging, and universally accessable. We as a group just wish that mainstream producers could utilise their high production value and skill, and feed in strong, social and challenging messages within their products, because people would eat it up, and it might actually do some good for the world.
This idea that style and substance can be partnered is what triggered the idea behind the ‘Y’ brand, as opposed to just labelling ourselves ‘Why?’. It asks the same question, whilst begging others to ask it, ‘Why are they called ‘Y’?’, and at the same time looks uniformed, clean, and aesthetically pleasing. The fact that we were a trio when we initially branded ourselves, too, lends itself well to this three pronged character. It just seemed to make sense.
I’m going to get a little more technical here, and little less profound as I talk about the thinking and creation of our logo. I hope you don’t mind. As I mentioned before, the symmetrical, tri-pointed construction of the letter ‘Y’ is already quite beautiful, and in many ways relevant to us as a collective. When this idea first came to light we were a three pronged force.
We’re also a three pronged force with ideas. This is where the lightbulb-esque formation came from. Making it out of question marks just further pushed our point, and our brand, which fit perfectly. The Y made the filament, the question making the light that powered the idea. But then, we thought, why stop there? Lets give this mother another dimension – lets make this lightbulb, this idea, and this question ‘Why?’ a gateway, because that’s what we believe it to be. And so, I designed the logo to not only be construed as a lightbulb, and a visual representation of our brand name, and of us as a trio, but a keyhole, too, in a door to new and better worlds.
This logo I hope to be a constant reminder to us as a collective to keep asking ‘Why?’ with every idea we have, and for that question to open gateways to us as a collective. This unifies our brand and our ethos under one banner, and gives us that consistency. Its stylish, but it means something, and that’s the theme we hope to make present in every product we produce.
- What is a Brand? (ideasquares.wordpress.com)
- The Importance of Brand Consistency [VIDEO] (business2community.com)
- Collaboration is Vital to Brand Consistency: Snapzen to the Rescue! (robwolfemba.wordpress.com)