Everything needs to evolve – to adapt to changing environments – to survive. An organism that fails to do so will simply die out. The same principle is true of business, and in this case specifically, the design business.

The design industry, however, seems to be having trouble in developing opposable thumbs, so to speak. Problematic when a large part of your life involves holding a pencil.

Glyphic Evolutions, on the other hand, has whole-heartedly embraced the concept of evolution (surprise, surprise…), and in the spirit of furthering the species, enriching the media gene-pool, and ensuring that the branding and design industry does not regress to a world populated by primordial, thumbless monkey-fish, we have developed Brand Integrated Corporate Art (BICA).

Look at it like a missing link:

Most large organizations present in the world today have become far too faceted to communicate through a standard visual language. And yet, multi-national companies with numerous divisions and varied services or enterprises still *try* to rely on standard design techniques to represent the complex animals that they are. Thus, we see division-specific branding occur when companies need to differentiate between their numerous departments. However, this can result in confusion as the public may have trouble in understanding ‘who runs what’. Compounding this problem is the fact that designers resort to utilising standard design elements, usually contingent upon the current ‘trends’ in design. Now, not only does your identity become fragmented and difficult to understand, but it also looks similar to everybody else’s.

Aside from standard design, organizations often rely on either photography or commissioned artwork to represent who they are and what they do. There are two major problems with photography – one, it is without fail a photographers interpretation of a clients needs, and the client is therefore obligated to accept an unrelated third-parties opinion of themselves. Two, photography is very often purchased from stock libraries by designers. Thus, the same stock library employed by one organization is accessible to millions of other businesses across the globe. Thus, not only is photography (and the brand it is used in conjunction with) damagingly generic, but it can also result in brand-dilution, as your company may end up using the same, tired conglomeration of vector graphics that everybody else is using.

But all of a sudden, Brand Integrated Corporate Art stands upright.

BICA involves gaining an unparalleled insight into our clients nature, through close interaction with and comprehensive studies into said clients. Thus, we don’t represent who we think you are, we show the world who you want to be. We represent, through a fine art medium, your purpose, your beliefs, and your culture, never relying on standards or trends.

Furthermore, the fine-art pieces we generate for our clients are all customized and unique, ensuring that our clients never run the risk of looking similar to somebody else. And all of this is accomplished through the suave and sophistication of a fine art.

BICA is unique to Glyphic Evolutions. Standard designers and the techniques they employ cannot match the exclusivity of fine art, nor can their trend-based philosophy compare to the rich and timeless approach employed by Glyph to branding.

Kind of makes us look like men amongst monkeys… monkeys wearing skinny jeans.

The elements that need to go in to an artful visual communication are very often underrated or underexposed. Clients who have realised the need for high-end visual communications do not simply require a logo, a pay-off, and the subsequent design collateral.

What they need is an entire corporate culture based within that brand. This is necessary because in today’s world, people – be they employees, clients or consumers – are bombarded with brand-related information. To truly get an identity to ‘stick’ requires submersion in the relevant corporate culture. And by submersion we mean that today’s visual communication needs to elicit an emotional response from its targets, on top of the purely functional response that identities typically strive for.

And if anyone has got their heads around the concept of emotional cognisance in the realm of branding and design, Glyph has.

Brand Integrated Corporate Art is a product whereby a brand is developed through a fine art piece. Using a unique mix of traditional art techniques and cutting edge technology, we create brand artwork that holds relevant to almost any situation or client.

And we talk in terms of art. fine art – not trendy design elements or stock-standard photographs.

The art pieces that we produce are comprehensively developed to show who our clients truly are – on an emotional as well as functional level. We do not rely on techniques that are repeated over and over just because they are current, so that at any given moment all identities hold some visual similarity, nor do we utilize photography in a futile attempt to portray empathy or emotion, which ends up being perceived as insincere and staged.

We would even go so far as to say that we try to capture the ‘spirit’ of clients in the artwork that we produce for them. We understand that all businesses begin with individuals, their hopes, ambition, and goals. And these emotions, and the initial drive that gives birth to new endeavours should not be neglected when it comes to branding and design.

Almost all of mankind’s greatest achievements have centred on individuals, who, in one way or another, believed that “rules are meant to be broken”. Individuals who refused to believe the dogmatic idea that the earth was the centre of the universe, or who asked the question, “Why can’t man fly”. Never slow to adopt a mindset that obviously achieves great things, Glyphic Evolutions thinks the same way.

Dealing predominantly with clients who are too sophisticated, or too intricately structured for communication through a standard visual language, we have come to realise that the techniques and processes adopted by most ad agencies are, very often, failing their clients.

Conventional advertising and media relies on a standard top-down system: Art Director – Copywriter – Designer; to produce a more or less standard product: One pay-off line to one image. All subsequent designs are then derived from this limited system.

Now we are not suggesting a complete over-haul of the design industry. We are not so presumptuous as to say that an industry that developed over hundreds of years didn’t get something right. But we do strongly believe that the design and advertising industry needs a little time for introspection. For an industry that prides itself on new-ideas and individuality, it sure as hell doesn’t spend much time improving the fruits of its labour or the processes it employs.

We are also not saying that when it comes to design, the rule book should be re-written – we are well aware of the fact that some rules should always be followed. However, Glyphic Evolutions has developed from a strong fine-art background, and we are also well versed in branding and design. Add to this armada a formidable technical knowledge, and you have a company that has reached a level of proficiency that many advertising agencies are still striving for.

And it is because of this proficiency that we are able to ‘adapt’ the rules, and develop new systems and new products – an event that has pretty much been unheard of in the advertising industry for years.

It would seem that Glyphic Evolutions has been able to achieve something that many members of the industry have (paradoxically) failed to achieve for years – come up with a new idea.