Design principles
The brand design principles are the foundation of our visual identity. They inform and support the creative development of the International brand expression and experience and help to guide all our different design disciplines.
Our visual DNA, Language of the Road, is the underlying design language that unites and impacts all of the brand’s visual elements, helping to guide and build a cohesive expression that is immediately recognizable as International.
principle 1
Keywords: Flexible, responsive, variable, scalable and consistent.
Versatility is a dynamic and variable design principle crucial for large brands with many markets and touchpoints. The ability to adapt to different contexts and user needs is vital in creating a scalable and energetic design that remains consistent across a range of applications.
Versatile design offers a wide range of experiences and functions while maintaining a consistent aesthetic. Crucial in modern design, it allows for easy adaptation to different sizes, purposes, and platforms, saving time and resources while building brand recognition and trust.
Principle 2
Keywords: Genuine, characterful, relatable, emotive and narrative
The design principle of authenticity is all about creating honest, genuine, and characterful designs that are responsible and purposeful. Authenticity is essential for building trust and credibility with users, who value products that are sincere, reliable, and transparent.
An authentic design is purposeful and considers the impact it has on people and the environment. It is responsible and seeks to create a positive impact on society through ethical and sustainable practices.
Principle 3
Keywords: Clarity, confident, purposeful, direct, user-centric, functional
The design principle of essentialist is important for creating clarity and purpose across a brand's design. By narrowing the focus of the design, we can create a more purposeful and direct approach that communicates clearly and effectively with users.
Being essentialistic means placing a strong emphasis on the customer and the user, creating a user-centric and highly functional brand expression that meets their needs and expectations.
A focused design approach enables a brand to distill its message and values into a clear and concise form, reducing complexity and confusion for the user.
Ultimately, an essentialist design approach creates a strong and recognizable brand identity, one that echoes the sentiments of our ‘no-nonsense’ brand, building trust and loyalty with users by delivering a consistent and cohesive experience.
Principle 4
Keywords: Challenging, progressive, catalyst, dynamic, energetic, curious
Being curious is a crucial design principle as it promotes an explorative mindset that challenges norms and drives progress. By encouraging curiosity, designers can continually seek new and innovative approaches, questioning assumptions and exploring uncharted territory.
This approach positions a company as progressive, driving innovation and energizing the business. Curiosity acts as a catalyst for change, inspiring a culture of growth and continuous improvement.
Embracing curiosity can lead to the discovery of new opportunities and markets, paving the way for a more dynamic and competitive business.
Ultimately, being curious is key to remaining agile and adaptive in a constantly evolving marketplace, enabling a company to stay ahead of the curve and drive success.