Identity and Diversity
90
The notion of identity and diversity is a recurrent theme in both two and three dimensional design. In a Corporate Identity Program enough diversity must be provided to avoid sameness and to increase attention. Too much diversity creates fragmentation a very common disease of badly designed communication. Too much identity generates perceptive redundancy and lack of retention. Therefore, it is necessary to achieve the proper balance between those components, or to offer enough flexibility in any given design solution to overcome those pitfalls. We like to play with those elements. We like to design a strong identity program in which there is enough room to play appropriateness without loosing identity. A typical example would be a book series where the basic identifiers are constant and the specific illustration changes from cover to cover. Also, in the design of furniture, we like to involve the user to define the final look of the object. In some of the tables we have designed, changing the relative position of the elements provides diversity without compromising the identity of the design. Identity and diversity - an essential contraposition to bring life to design.