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    How the Visual Identities of 5 Iconic Brands Came to Be: Coca-Cola, Nike, Starbucks, LEGO, and IBM (and What Designers Can Learn)
    Latest blog post

    How the Visual Identities of 5 Iconic Brands Came to Be: Coca-Cola, Nike, Starbucks, LEGO, and IBM (and What Designers Can Learn)

    From Coca-Cola’s lettering to the minimalism of Nike’s Swoosh: discover how five brands built recognizable visual universes and what lessons you can apply to your own branding projects A visual identity is much more than just a logo. Although the symbol or name may be the first thing that comes to mind when we think of a brand, true recognition stems from the coherent combination of many visual elements that work together over time. Colors, typefaces, shapes, illustrations, packaging, photography, graphic style, and even the way a brand adapts to new formats are all part of the same system. Brands that endure for decades do so not merely because they have an attractive logo. Their strength lies in the consistency with which they apply their identity at every touchpoint with the public. From an advertisement to a mobile app, from packaging to a physical store, each element helps reinforce a recognizable image. Analyzing the evolution of some of the world’s best-known visual identities helps us understand that good design rarely stems from a single brilliant decision. It is the result of a sustained strategy over time, capable of evolving without losing what makes a brand unique. In this article, we review five particularly relevant cases —Coca-Cola, Nike, Starbucks, LEGO, and IBM— to discover how they built memorable visual universes and what lessons can be applied to any branding project, regardless of its size.

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Laura García Couto

Laura García Couto

@laura_g_couto

Pontevedra, Spain

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    Ali Baecker | 3 Dotted Penguins Ali Baecker | 3 Dotted Penguins @3dottedpenguins Printmaker & Surface Pattern Designer Zürich, Switzerland
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    3,708
    • Digital Design
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    • Ginkgo Leaves Bandanas. Design, Traditional illustration, Arts, Crafts, Textile Printing, and Textile Design project by Ali Baecker | 3 Dotted Penguins - 05.17.2023
    • 100 day project. Traditional illustration, Arts, Crafts, and Pattern Design project by Ali Baecker | 3 Dotted Penguins - 05.17.2023
    • Seigaiha Beach. Traditional illustration, Arts, Crafts, and Design project by Ali Baecker | 3 Dotted Penguins - 05.17.2023
    • 105 Fishes. Design, Traditional illustration, Arts, Crafts, and Textile Printing project by Ali Baecker | 3 Dotted Penguins - 05.17.2023
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    Gimena Romero Gimena Romero @gimenaromero Mexico City, Mexico
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    • Mi Proyecto del curso: Bordado contemporáneo con puntos tradicionales mexicanos. Arts, Crafts, Embroider, Fiber Arts, and Textile Design project by Gimena Romero - 04.21.2022
    • Spring Spell. Fine Arts, and Embroider project by Gimena Romero - 04.13.2019
    • Conjuro de Hilo. Fine Arts, and Embroider project by Gimena Romero - 04.13.2019
    • Sampler de pájaro. Fine Arts, and Embroider project by Gimena Romero - 05.07.2019
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    Carolina Ortega Carolina Ortega @carolinaorteg diseñadora industrial y textil Bogota, Colombia
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    • Design
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    • Banca . Arts, Crafts, Furniture Design, and Making project by Carolina Ortega - 09.24.2019
    • Banca Paraíso. Arts, Crafts, Furniture Design, Making & Industrial Design project by Carolina Ortega - 09.24.2019
    • Las Pats. Arts, Crafts, Furniture Design, Making & Industrial Design project by Carolina Ortega - 09.24.2019
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    Clara Arpini Clara Arpini @nodo2014 Cassano d'Adda, Italy
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    • STESSI COLORI PATTERN DIVERSI. Arts, Crafts, Furniture Design, Making, and Textile Design project by Clara Arpini - 06.01.2023
    • WOVEN PARTITION. Arts, Crafts, Furniture Design, Making & Interior Design project by Clara Arpini - 12.02.2022
    • Restyling set sedie in alluminio . Design, Arts, Crafts, Furniture Design, Making, Interior Design, Upc, cling, and Weaving project by Clara Arpini - 06.16.2022
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    Ale Casanova Ale Casanova @casanova_ale Valencia, Spain
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    • Traditional illustration
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    • Calavera al óleo.. Oil Painting project by Ale Casanova - 11.20.2020
    • Bodegón al óleo.. Oil Painting project by Ale Casanova - 11.20.2020
    • Calavera en blanco y negro al óleo.. Oil Painting project by Ale Casanova - 11.20.2020
    • Simple still life in oil.. Oil Painting project by Ale Casanova - 11.20.2020
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    David de las Heras David de las Heras @david_de_las_heras Ilustrador y artista plástico Madrid, Spain
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    6,006
    • Design
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    • Portrait of Queen Elizabeth II. Traditional illustration project by David de las Heras - 09.19.2022
    • Sprint. Traditional illustration project by David de las Heras - 09.25.2017
    • El País Summer Magazine. Traditional illustration project by David de las Heras - 09.06.2017
    • The Suitcase of Portbou 24. Traditional illustration project by David de las Heras - 08.31.2017
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    Daniel Torrent Riba Daniel Torrent Riba @danielitorrent Ilustrador de literatura infantil, juvenil y adulta, prensa y publicidad. Imparto talleres de ilustración en varias escuelas, en catalán, castellano, Inglés e italiano. Como pintor he expuesto en España, Italia, Francia, Hungría, México y Estados Unidos. Barcelona, Spain
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    12,209
    • Traditional illustration
    • Pencil Drawing
    • Mi Proyecto del curso: Dibujo expresivo de la figura humana: explora formas y colores. Fine Arts, Pencil Drawing, Drawing, Portrait Drawing, Realistic Drawing, Figure Drawing, and Gouache Painting project by Daniel Torrent Riba - 12.24.2021
    • Expressive figure. Traditional illustration, Pencil Drawing, Gouache Painting, Fine Arts, Painting, and Figure Drawing project by Daniel Torrent Riba - 12.17.2021
    • Mi Proyecto del curso: Ilustración expresiva trazo a trazo. Drawing, Pencil Drawing, Traditional illustration, Children's Illustration, Editorial Design, Stor, board, Narrative, and Colored Pencil Drawing project by Daniel Torrent Riba - 03.05.2021
    • Creatividad. Drawing, Pencil Drawing, Editorial Illustration, and Traditional illustration project by Daniel Torrent Riba - 02.22.2021
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    Samuel Castaño Samuel Castaño @samuelcastano Medellín, Colombia
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    1,324
    • Traditional illustration
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    • HRDC Sabal . Traditional illustration project by Samuel Castaño - 07.14.2021
    • Palabras en mi maleta. Traditional illustration, Collage, Drawing, and Children's Illustration project by Samuel Castaño - 04.05.2021
    • N.Hardem - Tambor 2. Design, Traditional illustration, and Drawing project by Samuel Castaño - 04.05.2021
    • Herbarios . Traditional illustration, Botanical Illustration, and Editorial Illustration project by Samuel Castaño - 04.05.2021
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    Lucía Coz Lucía Coz @luciacoz Lima, Peru
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    12,108
    • Traditional illustration
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    • ZANITI collaboration. Drawing, Design, Printing, and Traditional illustration project by Lucía Coz - 10.09.2019
    • Chocolate. Drawing, Traditional illustration & Ink Illustration project by Lucía Coz - 06.15.2018
    • Dragón. Drawing, Traditional illustration & Ink Illustration project by Lucía Coz - 11.19.2019
    • Publicación para pop-up Winters. Drawing, Design, Traditional illustration, Ink Illustration, and Advertising project by Lucía Coz - 10.15.2018
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    David Morales H. David Morales H. @dava22 Barcelona, Spain
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    40,760
      • My Course Project: Illustrated Journal: Fill Your Sketchbook with Experiences. Traditional illustration, Sketching, Drawing, Sketchbook & Ink Illustration project by David Morales H. - 12.06.2021
      • I got to have my Vans. Traditional illustration, Design, Fine Arts, Botanical Illustration, Naturalistic Illustration, Sketchbook & Ink Illustration project by David Morales H. - 10.29.2021
      • Inktober 2020. Design, Traditional illustration, Drawing, Ink Illustration, and Naturalistic Illustration project by David Morales H. - 10.01.2020
      • Inktober 2019. Traditional illustration, Ink Illustration, Poster Design, Drawing, and Artistic Drawing project by David Morales H. - 10.01.2019
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      Rachael, Made by Maeberry Rachael, Made by Maeberry @madebymaeberry Jewelry Designer, Polymer Clay Artist Farmington, United States
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      • Selecting a Cohesive Color Palette. Jewelr, Design, Accessor, and Design project by Rachael, Made by Maeberry - 08.23.2021
      • Color Matching with Polymer Clay. Jewelr, Design, Accessor, Design, and Color Theor project by Rachael, Made by Maeberry - 08.23.2021
      • Rainbow Stripe Polymer Clay Earrings by Made by Maeberry. Accessor, Design, Jewelr, Design, and Design project by Rachael, Made by Maeberry - 08.23.2021
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      Mallory Smith Mallory Smith @shopmalcreates Artist Lexington, United States
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      5,219
      • Product Photography
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      • Photographing My Clay Work . Photograph, Arts, and Crafts project by Mallory Smith - 04.20.2022
      • Re-designing My Older Work To Beat Artists Block. Arts, and Crafts project by Mallory Smith - 02.16.2022
      • Using Inspiration Pictures to Create a Clay Floral Design. Arts, and Crafts project by Mallory Smith - 04.20.2022
      • Floral Bouquet Earrings. Arts, and Crafts project by Mallory Smith - 03.17.2022
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      Bett Norris Bett Norris @bettnorris Bristol, United Kingdom
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      13,458
        • Pride!. Traditional illustration, Character Design, Drawing, Digital Illustration, and Artistic Drawing project by Bett Norris - 06.07.2022
        • My project for course: Colorful Digital Illustration in Procreate. Traditional illustration, Drawing, Digital Illustration, and Digital Drawing project by Bett Norris - 03.28.2022
        • Flower Power! . Traditional illustration project by Bett Norris - 03.07.2022
        • Editorial for Waitrose Magazine . Traditional illustration project by Bett Norris - 03.01.2022
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        Brad Woodard Brad Woodard @bravethewoods Illustrator & Graphic Designer Boise, United States
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        154,663
        • Art Direction
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        • Best of Friends. Traditional illustration project by Brad Woodard - 08.19.2021
        • Flying Fox. Traditional illustration project by Brad Woodard - 08.19.2021
        • Space Rodeo. Traditional illustration project by Brad Woodard - 08.19.2021
        • Vintage Camp Scene. Traditional illustration project by Brad Woodard - 08.19.2021
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        Maria López Maria López @marialopezprint Artist Medellín, Colombia
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        11,687
        • Fine Arts
        • Engraving
        • Estampación de grabado en aguafuerte - El abrazo de la angustia . Engraving, Printing, and Fine Arts project by Maria López - 05.12.2022
        • Serie Cráneos. Sellos . Engraving, and Fine Arts project by Maria López - 05.12.2022
        • Estampación de grabado en aguafuerte . Engraving, Fine Arts, and Printing project by Maria López - 05.12.2022
        • Almendra. Libro de Artista . Bookbinding, and Engraving project by Maria López - 05.12.2022
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        Laurence Vallières Laurence Vallières @lauvallieres Montreal, Canada
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        19,651
        • Design
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        • Rubber duck (not in actual rubber). 3D, Art Direction, Arts, Crafts, and Sculpture project by Laurence Vallières - 05.17.2023
        • Burning man. Sculpture, Fine Arts, Arts, Crafts, and Paper Craft project by Laurence Vallières - 12.09.2022
        • The Giraffe. Fine Arts, Arts, Crafts, Sculpture, and Paper Craft project by Laurence Vallières - 09.29.2018
        • Teddy Bear. Sculpture, 3D, Arts, Crafts, and Fine Arts project by Laurence Vallières - 12.08.2022
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        Marion Mazô Marion Mazô @marionmazo Lormes, France
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        46,288
          • Swallows. Jewelr, Design, Pattern Design, Fashion Design, Accessor, and Design project by Marion Mazô - 01.18.2024
          • Virna Bracelet. Jewelr, Design, Weaving, Accessor, and Design project by Marion Mazô - 07.29.2023
          • Daisy Green. Weaving, Jewelr, and Design project by Marion Mazô - 07.29.2023
          • Paon Bracelet. Jewelr, Design, Weaving, Fashion Design, Accessor, and Design project by Marion Mazô - 11.10.2022
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          Ofelia & Antelmo Ofelia & Antelmo @ofeliayantelmo Mexico City, Mexico
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          95,337
          • Design
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          • Vería /2014/ Proyecto que hice en la universidad CENTRO con el que me inicié en el bordado a mano. Se presentó en el Premiere Vision de São Paulo y su versión en organdí blanco en la CDMX en el museo Franz mayer dentro del festival ASVOF. . Arts, Crafts, Embroider, and Fashion Design project by Ofelia & Antelmo - 10.09.2014
          • Memorias Bordadas/ Proyecto realizado con el apoyo de la beca de Jóvenes Creadores del FONCA 2018- 2019/ Fotografías tomadas en distintas playas de México dictan un camino de colores y texturas para su traducción al textil. . Fine Arts, Embroider, Photograph, Arts, Crafts, Textile D, and eing project by Ofelia & Antelmo - 10.22.2019
          • Wearable Art / Handcrafted, reversible, one-size-fits-all garments. Hand-embroidered with the help of urban artisans. . Arts, Crafts, and Embroider project by Ofelia & Antelmo - 10.22.2019
          • Textile art / hand-embroidered textile canvases . Arts, Crafts, Fine Arts, and Embroider project by Ofelia & Antelmo - 10.22.2019
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          Clàudia Cánovas Clàudia Cánovas @aplumstudio Branding & desarrollo web Reus, Spain
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          • Mi proyecto del curso: Canva de 0 a 100: crea diseños de forma profesional. Br, ing, Identit, Graphic Design, Web Design, and Social Media Design project by Clàudia Cánovas - 01.09.2023
          • Desarrollo web Vanesa Alvarez. Design, and Web Design project by Clàudia Cánovas - 03.03.2022
          • Material gráfico para Canva. Design project by Clàudia Cánovas - 07.02.2022
          • Página web diseñada y desarrollada en Canva. Web Design project by Clàudia Cánovas - 11.02.2022
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          Francisco Fonseca Francisco Fonseca @francis_co Porto, Portugal
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          7,166
          • Traditional illustration
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          • Lonely "Illustration Collection”. Traditional illustration project by Francisco Fonseca - 03.02.2022
          • Together . Design project by Francisco Fonseca - 10.14.2021
          • Sky Ship - Book Cover. Design, and Traditional illustration project by Francisco Fonseca - 04.02.2020
          • Good Night- Collection . Traditional illustration, and Design project by Francisco Fonseca - 02.06.2022
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          IXCHEL ESTRADA IXCHEL ESTRADA @estrada_ixchel Pachuca, Mexico
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          10,784
          • Collage
          • Ilustración. Traditional illustration project by IXCHEL ESTRADA - 10.31.2022
          • Conejo y Doll. To, and Design project by IXCHEL ESTRADA - 02.01.2019
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          Briony Machin Briony Machin @brionymachin Liverpool, United Kingdom
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          5,958
          • Photography
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          • Mosaic Door Numbers. Arts, and Crafts project by Briony Machin - 07.14.2022
          • Welcome Sign . Arts, and Crafts project by Briony Machin - 07.14.2022
          • Mosaics Inspired by Jumpers . Arts, and Crafts project by Briony Machin - 07.14.2022
          • Phone Case Collaboration. Botanical Illustration project by Briony Machin - 07.14.2022
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          Emília Nuñez Emília Nuñez @emilianunez Escritora Salvador, Brazil
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          • Creativity
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          • Meu projeto do curso: Criação de histórias para crianças. Writing, Stor, telling, Children's Illustration, Creating with Kids, Narrative, Fiction Writing, Creative Writing, and Children's Literature project by Emília Nuñez - 05.27.2022
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          Ju Amora Ju Amora @juamora São Paulo, Brazil
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          8,767
            • Móveis pintados em tinta acrílica. Traditional illustration, Fine Arts, Interior Design, Decoration, Acr, lic Painting, Ink Illustration, Upc, and cling project by Ju Amora - 01.29.2022
            • Banquetas pintadas em tinta acrílica e nanquim. Traditional illustration, Design, Fine Arts, Interior Design, Painting, Decoration, Acr, lic Painting, Botanical Illustration, Ink Illustration, Upc, cling, and Decorative Painting project by Ju Amora - 01.27.2022
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            Alai Ganuza Alai Ganuza @alaiganuza Artista plástico, retratos, ilustración Biscay, Spain
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            22,961
            • Traditional illustration
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            • My (optional) final project: Paint expressive eyes for vibrant portraits.. Painting, Traditional illustration, and Oil Painting project by Alai Ganuza - 10.18.2022
            • My project for course: Painting Eyes with Oil for Vibrant Portraits. Painting, Oil Painting, Portrait Drawing, and Traditional illustration project by Alai Ganuza - 10.18.2022
            • Hands/Manos [EN-ES]. Traditional illustration, Fine Arts, Painting, Sketching, Portrait Drawing, Oil Painting, Digital Painting, and Color Theor project by Alai Ganuza - 07.19.2022
            • My project / My project [EN/ES]. Fine Arts, Painting, and Oil Painting project by Alai Ganuza - 01.03.2022
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            Xènia Bas Xènia Bas @xenia_bas Ceramista y moldista Barcelona, Spain
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            29,488
            • Design
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            • My Course Project: Ceramic Pot Design. Arts, Crafts, Ceramics, Decoration & Interior Design project by Xènia Bas - 06.24.2020
            • Banana mold and ceramic development. Ceramics, Arts, Crafts, Concept Art, Creativit, Product Design & Industrial Design project by Xènia Bas - 08.19.2019
            • Essentials Collection . Arts, Crafts, Ceramics, Decoration, and Product Design project by Xènia Bas - 09.20.2019
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            Amanda de Beaufort Amanda de Beaufort @dyekween Botanical Dyer Maplewood, United States
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            9,242
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            • The World of Botanical Dyeing. Textile D, eing, Fiber Arts, and Textile Printing project by Amanda de Beaufort - 03.25.2022
            • Floral Printing on Cotton Baby Basics. Arts, and Crafts project by Amanda de Beaufort - 12.15.2022
            • Cashmere & Wool Knit Hats. Arts, Crafts, Textile D, eing, Textile Printing, Textile Design, and Fashion Design project by Amanda de Beaufort - 12.16.2022
            • Table Linens Dyed with Plants (Cotton & Linen). Textile D, eing, Textile Printing, Arts, and Crafts project by Amanda de Beaufort - 12.16.2022
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            Anaïs Gonzalez Anaïs Gonzalez @anaisgonzalez Artista plástica e ilustradora Barcelona, Spain
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            13,547
            • Design
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            • Favorites from my HP sketchbook🪄🧙🏻 / Favoritos de mi cuaderno de HP🪄🧙🏻. Traditional illustration, Pencil Drawing, Drawing, Portrait Drawing, Realistic Drawing, Artistic Drawing, and Figure Drawing project by Anaïs Gonzalez - 02.27.2023
            • Cute otter sketches 🦦✨ / Bocetos de nutrias cuquis 🦦✨. Traditional illustration, Pencil Drawing, Drawing, and Realistic Drawing project by Anaïs Gonzalez - 01.28.2023
            • My course project: Graphite Line Drawing for Portrait Sketchbooking. Sketching, Drawing, Portrait Drawing, and Sketchbook project by Anaïs Gonzalez - 12.15.2022
            • Drawing my followers✨ / Dibujando a mis seguidores✨. Traditional illustration, Pencil Drawing, Drawing, Portrait Drawing, Sketchbook, Realistic Drawing, and Artistic Drawing project by Anaïs Gonzalez - 10.05.2022
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            Debbie Wijskamp Debbie Wijskamp @debbie_wijskamp Arnhem, Netherlands
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            10,569
            • Arts & Crafts
            • Paper Craft
            • Paperpulp "Terra" . Arts, Crafts, Sculpture, Paper Craft, Fiber Arts, Upc, cling & Interior Decoration project by Debbie Wijskamp - 01.10.2023
            • Paperpulp Vase objects . Design, Arts, Crafts, Fine Arts, Sculpture, Paper Craft, Fiber Arts, Upc, cling, Interior Decoration, and Creativit project by Debbie Wijskamp - 01.09.2023
            • Paperpulp "Bright" . Paper Craft, Design, Product Design, Arts, Crafts, Fine Arts, and Sculpture project by Debbie Wijskamp - 04.02.2022
            • Paperpulp Cabinets. Product Design, Fine Arts, Design, Sculpture, Paper Craft, Upc, cling, Furniture Design, Making, Arts, and Crafts project by Debbie Wijskamp - 04.02.2022
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            Adriana Torres Adriana Torres @soymigadepan Soy diseñadora y creadora de MIGA DE PAN. Estudié Arquitectura, Diseño Gráfico, Bellas Artes e ilustración. Colaboré con firmas como Seletti, Crate & Barrel, El Espartano y Tea Connection. Buenos Aires, Argentina
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            67,335
            • Embroidery
            • Traditional illustration
            • Fieltro. Arts, Crafts, Character Design, and Product Design project by Adriana Torres - 07.24.2017
            • Mochilas y bolsos. Embroider, Art Direction, Product Design, and Product Photograph project by Adriana Torres - 07.29.2017
            • Catalogue Magazine. Embroider, and Traditional illustration project by Adriana Torres - 03.09.2011
            • Bordado 3D. Embroider, and Children's Illustration project by Adriana Torres - 01.29.2018
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          1. Creatives
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