How to Choose Brand Patterns & Motifs That Translate Globally
Business identity is built using powerful branding tools like logo, colour palette, patterns, and motifs. When brands aim to expand to a cross-border audience, they must build a brand identity on globally adaptable motifs and patterns so that people don’t get confused.
The logo design companies combine the brand values, brand identity, emotional tone (tone of voice), and cultural cues into a single repeated design. If you pick the wrong motif or pattern to highlight your brand, you may be sending the wrong message in the market. So stay along till the end of the blog to understand how patterns and motifs become an inherent part of any brand identity and why brands must choose globally adaptable patterns.
1. Aim for universal symbolism
The logo designers use shapes like triangles and waves to highlight strength and flow, respectively. Similarly, they use circles to highlight unity and spirals to show growth. Such motifs have universal symbolism, so people don’t confuse their meaning across cultures.
2. Avoid culturally charged motifs
When brands use elements like historical icons, religious symbols and national patterns, it doesn’t communicate the meaning as clearly as it should. Sometimes, it alienates the global audience.
For instance, do you remember the instance when Prada showcased a footwear that looked very similar to Indian-style Kolhapuri Chappals (sandals) without mentioning the origin? It hurt the sentiments of the Indian audience, and the brand faced some online criticism.
3. Simplify for scalability
Brands must create versatile patterns and motifs. Meaning, the pattern should work on a billboard and also on a mobile app icon.
4. Align motifs with core brand traits
If your brand is related to food and culture, the motifs and patterns must communicate it clearly. For instance, a sustainability brand might choose leaf textures or organic curves. On the other hand, an IT company may use geometry or grids.
5. Test motifs across markets
Top global logo designing agencies conduct cultural perception testing where they check whether the shapes, colours, or patterns are carrying negative meaning in their targeted regions.
Bottom Line
Some colours, structures and visual identities communicate your brand message more clearly than others without causing any cultural confusion. These elements become a crucial part of your brand identity. This is where the designers from the top logo design company in New York – VerveBranding, become essential. They don’t see the brand motifs as a decorative element. It is how brands do storytelling.
