To be original means being able to follow that road, going against convention and sometimes breaking a few rules. That is how to obtain something unusual, unpredictable, captivating and probably very memorable.
Perhaps it is an idea that really stands out from the crowd, such as the MP3, the three-wheeled scooter launched by Piaggio a few years ago which certainly looked very weird but opened a new category in the market. An equally explosive case of branding was the London 2012 Olympics identity, was so powerful and unique that nobody will forget it(does anybody remember the Peking 2008 Olympic logo?).
It may be the stylistic codes that stand out, as was the case for the Dyson hoover which looked like spaceships from the future, or the Citroen Cactus which definitely broke a few car design conventions.
Originality is also conveyed in details which, with some small intervention, can create something quite unusual and bursting with personality. Whether it is an upside down letter, deformed initial or wonky alignment, the result can be unforgettable if executed correctly.
Giacomo Cesana
Creative Director
