Embracing the Surreal: Dali's Approach to Aesthetics and Brand Design

When we think of brand design, we often envision clean lines, balanced colors, and seamless user experiences. But what if we approached branding as Salvador Dalí approached art? Dalí, the eccentric surrealist who shattered conventions, invites us to view aesthetics as a surreal experience where bizarre meets beautiful. In this Daliesque approach, brand design isn't just about visuals—it becomes an adventure, an experience, and a dreamscape. Here’s how embracing surrealism can redefine aesthetics in brand design.

Embracing the Dream World: Brands as Visual Narratives

Dalí famously said, “I don’t do drugs. I am drugs.” His art drew from the subconscious, blending dreams with reality in ways that enchanted and bewildered. Imagine a brand’s visual identity as a journey—a purpose to captivate, inspire, and leave audiences questioning what they’ve just experienced.

Applying Dreamlike Qualities to Brand Design:

1. Think in Layers

   Dalí layered elements to create depth and intrigue. Similarly, a brand can layer stories, colors, and symbols, evoking emotions and capturing imaginations. Apple’s product visuals, for example, layer sleek design with emotional undertones, encouraging viewers to see beauty and function in unison.

   
   

2. Play with Reality

   Don’t limit your design to purely functional elements; introduce aspects that challenge the viewer’s expectations. A quirky pattern or surreal typography can linger in the mind, connecting with audiences on a subconscious level. Brands like Absolut Vodka have used surreal elements in ads that remain memorable precisely because they are unexpected.

The Power of Juxtaposition: Creating Tension in Design

Dalí thrived on contradictions, blending the familiar with the strange to turn everyday objects into objects of fascination. In brand design, we can channel this surrealist juxtaposition to create tension and hold the viewer’s attention.

Creating Visual Contrast to Captivate Audiences:

• Contrast Colors and Forms

  Use contrasting colors and shapes to guide the eye, creating a visual journey through the brand’s story. Spotify’s vibrant use of contrasting colors in its campaigns, for example, draws attention to its content in a bold, unforgettable way.

  
  

• Balance Familiarity with Surprise

  Keep recognizable elements for familiarity but surprise viewers with surreal touches. A twist in typography or an unexpected icon can make a brand feel both approachable and exciting. Gucci, for instance, uses familiar silhouettes with surrealist fashion photography to create a unique blend of the familiar and the fantastical.

  
  

Delving into Symbolism: Visual Language

Dalí’s work was rich with symbolism—melting clocks for time, ants for decay, eggs as symbols of potential. Symbols communicate meaning without words, inviting viewers to interpret and connect.

Building a Symbolic Visual Language

1. Create Signature Symbols

   Unique symbols can subtly convey a brand’s values and identity. Think of Nike’s swoosh—it’s more than a logo; it represents movement, speed, and excellence, qualities inherent to the brand’s message.

   
   

2. Allow Room for Interpretation

   Not every design element needs to be literal. Abstract representations, like Dalí’s melting clocks, allow for personal interpretation. This approach can foster a deeper connection with the brand, as viewers find their own meanings and attachments. Coca-Cola’s use of holiday imagery, for example, symbolizes joy and nostalgia, allowing each viewer to experience it differently.

Defying Convention: Taking Risks

Dalí’s eccentricity, from his iconic mustache to his bold personality, made him instantly recognizable. He defied artistic norms unapologetically. Brands can similarly benefit from a touch of rebellion, challenging conventions and pushing creative boundaries.

Examples of Brands Taking Bold, Surrealist Risks:

• Ben & Jerry’s has long used playful, surreal names and visuals for its ice cream flavors, which stand out from typical product designs, making the brand memorable and unique.

• Diesel’s “Be Stupid” campaign broke advertising norms with bold, unconventional messaging, aligning the brand with a spirit of fun and risk-taking.

Surrealism in Motion: A Living Brand

For Dalí, art wasn’t static; it was a conversation. Brands, too, are living entities that evolve. A Daliesque approach embraces fluidity—a willingness to adapt visuals, tone, and personality as audiences and trends change.

Embracing Evolution and Adaptation

Brands like Netflix continually update their visual identity to keep pace with audience expectations. What began as a DVD rental service evolved into a streaming powerhouse, with its design adapting to reflect changing content and consumer expectations.

Dalí’s approach to aesthetics reminds us that design can be more than pleasing visuals—it can evoke emotion, inspire curiosity, and spark introspection. When we embrace the surreal, we open doors to limitless creativity, allowing brands to transcend conventional design and engage audiences in profound, memorable ways.

References

"Geopoliticus Child Watching the Birth of the New Man - Salvador Dali" by oddsock is licensed under CC BY 2.0. To view a copy of this license, visit https://creativecommons.org/licenses/by/2.0/?ref=openverse.