It doesn’t consider alternative perspectives, question or connect seemingly unrelated ideas, nor develop ideas into valuable visuals.
But I do, and lateral thinking is at the heart of everything that’s good about design. It’s also one of my unique selling points, alongside being quick and highly skilled.
Here’s an example of my lateral thinking…
The Brief: Unity Electrical & Solar Services wanted a distinctive, professional brand logo for use in both physical and digital environments.
My Thinking: What does every single electrical company have in common and how do you show this visually?
My Answer: All electrical companies work with electricity, and the simplest way to visualise this is to use the energy usage graphic from a smart meter.
My Solution: Combine the ‘U’ of Unity with the visual elements of smart meters, including their segmented structure and colours.
Why it Works: As a brand logo, this design is visually memorable and gives an immediate indication of the industry it’s related to.
Learn more about Unity’s new branding design & website design here
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