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Today we take a look at our new design system, inspired by dark web browsing.

Other than your business name, your Identity is one of the most important aspects of your business. It’s the first thing people notice when they interact with your business. Branding is crucial / essential because not only can it ensure a memorable impression on consumers, but it allows your customers and clients to know what to expect from your company.

In the world today, people are searching for and connecting with brands via Social Networks. According to a recent study, 65% of consumers feel more connected to brands that have a robust presence on Social Media. That means brands must pay attention to both the consistency and quality of their content.

The study continues to show there are about three million businesses actively advertising on Facebook. Furthermore, it shows that 350 million photos are uploaded every day. That equates to 14,58 million photo uploads per hour or 243,000 photos per minute.

With that in mind, ask yourself the following question: What am I doing to stand out?

Making your business visible means staying relevant while being competitive as hell! But this could be a difficult task as the world is constantly changing with new technology and trend influences arising daily. Staying competitive in today’s business world calls for a willingness to adapt as digital disruption continues to shape the business landscape.

To build a strong brand in this era of disruption and constant change demands hard work, great planning, and perseverance. You must be able to execute and see it through to the end. Urb­anjava recently went through a brand refresh to update our Identity system to fit new digital environments. With an effective strategy tailored to fit our goals, we started the process of unpacking the design, while looking deep into the roots of competitors’ identities, both local and international. Keeping track of who your competitors are and what people are saying about them can help you differentiate your business from the rest and so to stay ahead of trends that could impact your business.

Today we would like to introduce our new dark mode design system. Most of you have probably noticed “we’ve gone dark” but no one really knows how this came to light.

Identity System

Incognito mode is a particular method of surfing the web via a dark web browser, which currently uses a dark colour design scheme to distinguish it from the normal mode. This inspired us to create a dark mode design system. We wanted to create a language that represents the characteristics of our business as radical and somewhat fearless while looking for some relevance and rationale to drive this concept.

Dark web browsing and a dark theme design interface seems to promote this idea while creating some sort of secrecy… like our logo. No logotype, only a face. Our mark is an evolution of previously design marks named Joey. Joey is a human name and was derived  from our old logo,  the inspiration of which is a cup of coffee – also known as a cup of joe.

Colour often speak louder than words. It is the first thing one notices about the new design system being black and bold. The dark monochromatic colour scheme evokes immediate emotion and sets the tone for all other design features. The contrast allows certain elements like images and typography to recede, so that the focus can remain on key messaging throughout the Identity System.

Typography could be traced as far back as 1600 to 1850 BC. Since the creation of typeface letters and the use of the ink print press, white on black was the preferred choice, trending throughout history. Our bold sans typeface commands attention. It can easily turn text into prominent design features and visually extend our voice and key-messaging.

Developing a strong brand requires a strong brand personality. Carl Jung, a Swiss psychiatrist and psychoanalyst who founded analytical psychology, theorized that humans use symbolism and personas to more easily understand complex concepts. In his work he identified 12 Archetypes that represent powerful identities or personas and are still used throughout branding and advertising today.

Brand Archetypes

Incognito welcomes, the Rebel Archetype. A maverick personality who’s purpose in life is to shake things up and overturn that what isn’t working. The Rebel seeks to rip up the rulebook! Rebels see opportunity in dismantling existing paradigms as a way to create something newer and better. They position themselves as free-thinking outlaws – a romanticised and intoxicating social archetype. The Rebel brand archetype seeks to undermine the status quo so that people question it, search for better alternatives and in the process turn to them.

Of all Archetypes, Rebels inspire the strongest brand loyalty as their countercultural message resonates beyond just the product and into their customers’ lifestyles and philosophies.

Characteristics and values of The Rebel Brand Archetype

Being Revolutionary

To Overturn what isn’t working, Freedom from Establishment

Rules are Made to be Broken

Candid, Raw & Honest

Rebellious, Shocking, Outrageous, Disruptive,  Powerful, Counter-cultural, Liberated, Radical

The Troubleshooter, Game Changer, The Challenger

Disrupt, Destroy or Shock

Greatest fear
To be Powerless, Ineffectual, or Trapped

Famous Rebel Brands & Characters

Thanks for sticking around. Now you know a bit more than other people would. Strategy must drive design. You need this to deliver a transformative solution that will take your brand to the next level… If you want to stand out.

Knowing your brand archetype is important to help you find the right story for your brand. A strong and unique story builds brand recognition amongst customers and creates awareness of what your brand is about.

We would like to leave you with this final thought from Branding Expert, Sunny Bonnell.

“The earlier on in your company’s journey that you can uncover your brand’s true identity – the character your brand is meant to live out – the sooner your team can begin living it and leave a lasting impression in your audience’s minds’

Jules at 6:44 am, April 14, 2020 - Reply

Well done dude, great first article and super interesting to understand your rationale.