What’s in a line: Exploring design’s most underestimated element and its role in branding

Lines, often overlooked in design, are fundamental elements that shape visual perception and communicate profound psychological messages. They serve as the building blocks of art and design, offering structure, emotion, and movement. Different types of lines such as horizontal, vertical, diagonal, and curved lines evoke distinct feelings, from tranquility and strength to dynamism and fluidity. Iconic brands like Adidas, IBM, and Airbnb utilize lines to convey their values and identity, with Adidas’ three stripes symbolizing quality rooted in sport, IBM’s horizontal lines suggesting stability and innovation, and Airbnb's continuous line representing belonging and warmth. The deliberate use of lines in branding highlights their silent power and versatility in creating memorable and emotionally resonant visual stories.