Tiare Payano’s brand refresh for Thaladyn® elegantly interweaves the past and future of textiles
Producing both thread and fabric, Thaladyn® is a Belgium-based textile manufacturer that’s looking to elevate its export of local and Egyptian fibres to other regions. Calling on the expertise of Dominican graphic designer Tiare Payano, the family-owned company required a brand refresh that would aid their goal. Payano’s solution has revived the brand’s identity with a timeless visual language that both communicates and reinforces their philosophy.
The identity’s interlaced concept begins with the symbolic thread in which technology blends with tradition. Complementing the identity’s monogram – an encapsulation of metamorphosis and the movement of fabrics – is the layered logomark. “The core font used for the logotype was Hagrid Regular,” Payano informs us, “but since I wanted to create a clear code structuring ‘tech feel,’ I took many monospaced styles as references and customised it, so it aligns with that vision,” she adds. Starting with the geometric grotesque typeface, the letters were adjusted using references such as Technik, Centima, JetBrains, Fabrikat and Heimat.
“The bespoke logomark visually echoes the dynamic industry the brand lives in,” she explains further, noting how it parallels the “human core of chaos yet delight” that comes with evolution. This highlights an unexpected twist, she adds, “its strength and its ability to create a design of timeless combinations without boundaries.”
The ever-evolving nature of the textiles industry is referenced further in the accompanying typefaces. Combining the contemporary with the traditional in the choice of type, Payano’s selection of Hagrid (Zetafonts), Larken (Ellen Luff Type Foundry), Jetbrains (open source typeface designed for developers), and Chamberi (Extratype) acknowledges the technological innovation whilst maintaining respect for the industry’s heritage. “Inspired by the words ‘remember’ and ‘future,’” the designer tells us, “Thaladyn®’s unusual yet subtle font family was collected to allure these sensations in a seamless act with delicate serifs like Chamberi,” she adds. The addition of Jetbrains, a monospaced sans, adds a modern counterbalance to the collection.
Rounding out the identity, the striking colour palette provides a contemporary backdrop to the bold graphic system, which sees tactile materials and imagery combined in elegant compositions. Deep azure tones and herbivore greens evoke the company’s future-facing side, which are carefully balanced with the grace and tradition of lavender and white hues.