Our visual principles are an extension of the brand codes, and pair with our writing principles.
Generally our aesthetic uses modernist typography led with powerful portrait and landscape photography of Iceland. We use graphics, illustrations to connect back to our visual heritage and the elements of weather and Iceland..
The visuals should connect back to an aspect of Iceland. Whether that is through how imagery is art directed, the people we model, to how we bring in the blues or reference the geographic and weather elements.
Our clothes protect and enable you to do what you must do. The work should mirror that sentiment. Is it, strong, and confident?
The work should be clean, simple, honest and accessible. It shouldn't be over engineered or overstyled.
Does it work across multiple applications? Can we reduce the elements we use? We should aim to refine over re-invention.
Beauty can be the texture of a lava rock against the backdrop of a moody sky. It can be rugged, surreal, and meaningful. Pretty is finer, dreamier, delicate.
Be beautiful.
Use an image over a paragraph of text. Work with writers to cut a paragraph down to a headline. Keep it simple.
The visuals can play with the idea of paradoxes or contrasts. Pair imagery and text in such a way that it plays with the viewers expectations. A campaign tagline with "An everyday run" paired with an image of someone running up a mountain lets' us hit our codes in a simple, obvious way.