JKR

Crayola

It’s all about colour. Crayola took a memorable name and framed it with a memorable design. The early packs were things of typographic beauty, the simple green and yellow livery creating an impact. The dynamic chevron shape of the design’s ‘architecture’ has also endured. These days things might be a little less elegant (or simple), but the basic design formula has remained consistent.

All this is a great lesson in ‘if it ain’t broke, don’t fix it’. Sticking to a template has ensured that its visual equities now have a symbolic power – Crayola defines its category and represents a particular time and place in all our lives. As parents, we remain loyal because Crayola is familiar from our own formative creative play. Being con­sistent with the graphics also liberates the brand to do what it has always done brilliantly – endlessly innovate and evolve, while remaining recognisably itself. By respecting its past, Crayola is rewarded with the best thing branding can generate – trust. It ensures we give it the benefit of the doubt even with some of its more glitzy product lines.

The heart of the brand, crayons, were a perfect design for their purpose: simple, attractive, affordable, the right size and beautifully distinctive. Today, Crayola steers clear of innovation that requires too much instruction or ‘set’ use of the products. It enables, rather than controls, creativity in the young. Every great design champion probably started out using Crayola and benefiting from this ethos, which is reason enough to praise it.

By Silas Amos, Creative Director, jkr.