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Home Visual Identity Core Elements The Dot Space
The Dot Space is created with a language that can remain consistent and engaging across different channels, but with the ability to evolve and grow over time with the brand. It’s built around a dot grid that lives in three dimensions, creating the foundation for a variety of visual expressions. The three dimensions creates a sense of depth and dimensionality. It’s something that feels tangible and real, communicating a sense of fluidity and dynamism.
By changing the perspective and letting the viewer experience the Dot Space from a different viewpoint, three unique aesthetics are formed based around the same grid of dots. By using the same framework and presenting it in different ways, we give ourselves both versatility yet a unified tone of voice.
The static standard dot grid can be affected in three ways; Scale, position and rotation. These can be combined and altered depending on the level of visual expression.
Please note that each style is complimented by an animated version.
These can be used in a variety of digital and interactive contexts.
The Flat versions are the most simplified manifestations of the Dot Space.
They can be used for a range of applications, but are most effective when producing prints or textures for items such as clothing.
The ‘Flat’ Dot Space compositions are supplied in image and vector form. This ensures they are scalable, and appropriate for a range of production techniques.
The Perspective versions provide a more intriguing and full motif for touchpoints that are conducive to detail.
Presentation title pages, brochure covers and expressive backdrops are just a selection of appropriate uses.
Due to the density of the pattern, when using text over them, try to guarantee legibility by using the correct colors and arranging the composition to create calmer areas for text placement.
The 3D versions are the most polished of the three styles of Dot Space. Unlike the Flat and Perspective options, they are only supplied as images not vectors due to the photorealistic rendering.
By taking the Dot Space from graphic simplicty at Flat level, to a composition with depth through Perspective, we finish the journey with photrealistic renders of the dots physicalised and floating within space.
These can be used when trying to communicate expressively, but should not be overused.
Acheiving a balanced usage of the three styles is important for communicating a sense of variety and versatility.
Each style is complimented by an animated version. These can be used in a variety of digital and interactive contexts.
Our Dot Space can live in different forms across numerous touchpoints in branding or communication close to the core of our brand. It can be applied to advertising, campaigns, events or other communication representative of the brand, often as a background or full-bleed motif.
In digital environments both stills and animations can be used. When there are limitations in printing techniques (eg. physical objects) a vectorized pattern should be used for production.
To maintain the strength of the Dot Space, avoid overuse. It is a complimentary detail for the brand, but shouldn’t ever totally overshadow the other core elements within the identity.