The brand creativity inspired by the coronavirus pandemic
The coronavirus pandemic has resulted in the graphic design community producing a huge amount of visual communication in just a matter of days. We’ve seen a wide range of essential public safety messaging pushed out through social, online, television and print channels – all focused on helping to keep people safe.
What’s more, we are starting to see some specific trends in the content being produced. As global super brands, conscious of their responsibility to both employees and consumers, largely focus on social distancing, Government departments are, as you would expect, focusing on providing clear advice.
Here in the UK the same simple message of ‘Stay home, protect the NHS, save lives’ is continually being repeated across the media landscape. In addition, ‘Protect yourself & others’ plays to the collective social responsibility of reducing the health impact of COVID-19 and is supported by simple infographics giving practical advice.
While the messaging now follows a clearly recognisable visual language across NHS communications, the same cannot be said for Government briefings. The styling often changes, despite the messages being repeated. This visual disconnect cannot be helpful if we are to unite behind one cause – a consequence of an ever-shifting situation or a symptom of a lack of Government direction?
Keeping it simple
We’ve also seen some incredibly creative responses to the pandemic. Album covers have been reimagined to raise awareness about the importance of social distancing – their power drawing on a universal recognition, as seen in this Abbey Road pastiche by Activista’s art director Paco Conde and copywriter Beto Fernandez.
Editorial has stamped its authority visually, with this instantly memorable feature in The New York Times. The simplicity and impact of the design convey the message in a way that would be hard to achieve with words alone.