Graphic design relies on symbols to operate: Characters are symbols for language and – no surprise: logos are symbols as well. But – just like characters and logos – photography also has a symbolic meaning. When a photo is strategically selected according to its symbolic meaning, it works as a key visual: a “visual basic motif that represents the postioning of a brand or enterprise” (German Wikipedia). In the design of andrena objects ag the key visual plays a fundamental part. Here, abstracted structures straight out of nature act as a metaphor for the processes of software development. In order to facilitate its universal application, a whole range of motifs were made available. Combining these motifs allows creating a variety of effects, and ultimately a very lively and concise brand image emerges.
andrena Key Visual motives