The Importance of Brands Building Community

“The greatness of a community is most accurately measured by the compassionate actions of its members.” – Coretta Scott King

Coretta Scott King said it perfectly — a community may simply be a group of individuals linked by common goals by definition, but what makes it truly powerful is the actions of its people. Through compassion, impact can be created that inspires positive change within communities and in the world around us. Brands and organizations can use their resources and wide reach to empower individuals and groups alike to create these impacts.

Whether community values are baked into an organization’s mission, or specific programs and initiatives give back to communities around them, brands across the globe have developed a long, rich history of empowering communities.

What does visually signaling Community look like?
  • Organic or hand-touched shapes and textures.
  • Vibrant mixes of high energy color, grounded by whites or rich, cool, dark neutrals.
  • Shapes and lines are repeated with variation in detail, color, or placement.
  • A sense of unified movement (direction can be linear or radial).
  • People display emotional interaction that feels honest and authentic.
  • Strong, expressive typography that interacts with surrounding visuals.

Check out our Community Pinterest board for more examples that visually signal community.

Who’s signaling community?

See these examples of brands using simplicity to communicate with and entice their customers.


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