Opposites help us see different possibilities and determine exactly where we want to land.
Consider the terms below and indicate where on the continuum that represents the concepts your brand leans towards. Then look for patterns. Has the topic come up?
Modernity 0 (classic) to 5 (modern)
Playfulness 0 (serious) to 5 (playful)
Youthfulness 0 (mature) to 5 (youthful)
Abstractness 0 (literal) to 5 (abstract)
Free flowing 0 (exact) to 5 (free flowing)
Funkiness 0 (Mainstream) to 5 (Funky)
Freshness 0 (Established) to 5 (Fresh)
Futurism from 0 (nostalgic) to 5 (futuristic)
Tempo 0 (methodical) to 5 (fast-paced)
A tip. As you weigh your options, commit to one side. A brand that tries to be everything to everyone can come across as inauthentic or unfocused.
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