ARTISTRY
79. Symbols
The most common use of symbols in fashion to
day is the graphic T-shirt. Beyond those that are
about blatant marketing, there is a tremendous
market for garments in this category, which allow
the wearer to express herself. Nike's "Just do
it." was at the forefront of big name brands that
created alternatives to the conventional wisdom
of the day-slap your logo on every conceivable
surface. Ta g lines, meaningful messages, clever
quotes, provocative images, and endearing mas
cots can speak to the message behind the brand
better than just a logo ever could.
These carefully crafted graphics are the con
temporary equivalent of a family crest, a coat
of arms, or the Japanese family badges called
kaman. Although they are all now appreciated
for their beauty, each part of the design actu-
ally means something. A customer who adopts
a designer's motto or symbolism is making a
far greater contribution to the growth of the
brand than simply making a sale. He is flying the
brand's flag every time he wears it. A customer
often aligns himself with these pictograms or
ideograms because they are unique; there is
instant recognition; they accurately represent the
brand; and they often become an alternate mark
or signature that embodies the message of the
company as strongly as its logo does.
164 Fashion Design Essentials
Phrase T: "No autographs"
Business T: Zaftigs Delicatessen
Political T: Barack Obama's presidential campaign
