I collaborated with Chris Wilson from STCKMN
on the formation of the PRISM
trademark. Let's take you through some of the key aspects and behind-the-scenes points within the process;
The Product Feature: Activated by light, the belt strap changes from black to transparent, revealing a colour beneath.
The Essence: To embody the idea of change that is positive, to show that things might seem one way but can be interpretated as another. Things aren’t always as they seem. Show reality.
The key aspects of the collection that need to be represented are: Light, Reveal/Change, Colour.
PRISM: A transparent glass or plastic object that separates white light that passes through it into different colours.
Criteria that the names convey: LIGHT - The idea that from one component (white light) many colours are formed. Like the UV light of the product revealing a colour.
Angles/Perspective: That things change, reveal themselves differently.
LIGHT vs DARK: Represents good times vs bad, positive vs negative outlooks. See things in a different light.
VISIBLE vs HIDDEN: The hidden struggle versus the outcome, what it takes to achieve a goal or success. The bits you don't see. The dark side of success.
COLOUR: Colour shows diversity, inclusivity, dreams and aspirations. Each colour has a personality trait. Used to represent LGBTQ communities (pride flag). What colour are you?
DREAM vs REALITY: All based on perspective and the angle at which you look at things. A fresh perspective.
REAL YOU vs LABELS: You on the outside vs the you on the inside. It's what's on the inside that counts; it's what's underneath that matters.