In our relationship with the objects within the culture of consumerism, we do not consume the objects, but the relationship itself instead. Brands are representations of this relationship idea, which is, in fact, consumed and renewed in the materiality the objects present. More than a discourse on the object, brands become consumerism objects. In the context of graphic brands design, the diversity of styles and trends in visual identity creation showcases the variety of positioning spots our symbolic differentiation culture produces. Each style creates visual codes whose intention is to represent a discourse – or a message – to be communicated to a specific target audience. Based on an analysis report over more than 24.000 visual identities, Logo Lounge website categorized 14 top trend styles in 2014. Among them is the Mono Crest style. The objective of this paper is to identify, in the visual features of this graphic style, the logic of its visual code, and then discuss its use on the visual identity of a brand.
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