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The Brand Canon
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Graphic Devices

MoodBoard

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Swiss design + Bauhaus + Art Deco + Brutalism

The method symbol and its usage

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There are a few exceptions for pattern rule:
Refer to for legal usage of the patterns.
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Grid lines, Construction lines

The method is a compulsion of structure. Using Swiss grid system to create a sense of structure.
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Using Swiss grid system to create a sense of structure and hierarchy.
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Lines does not mean thin frames

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Lines does not mean using them as graphical patterns

They have to be structural
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Bold clean typography

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Geometric shapes and modular layout


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Low contrast Dual tone design

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Reject digital - embrace physical.

Just as we celebrate the lived in look, celebrate aging of garments as character.
We use the same in as a visual device
Grains Scratches Fades Stamps Wear and tear

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Texture doesn’t mean grunge

Note of caution: Don’t over do it. It needs to be authentic,
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Avoid faux materialism

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Avoid Gradients

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Avoid Drop Shadows

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You may use solid offset shadows sparingly to create elevation in interfaces.
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Avoid Translucency/Transparency

No translucent text/shape overlays
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