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A thread from of excerpts from the book,
"How to use Graphic design to sell things, explain things, make things look better, make people laugh, make people cry, and every once in a while change the world"
by Michael Beirut.
"How to use Graphic design to sell things, explain things, make things look better, make people laugh, make people cry, and every once in a while change the world"
by Michael Beirut.
Human beings communicate with words & images. Good graphic designers know how to make those elements effective. And every once in a while that really matters.
But people don't care about typefaces and colours. They're merely the delivery mechanisms for something else: ideas..... something with the capacity to surprise, engage, and amuse people...
Content is more important than form.
Content is more important than form.
I'm convinced the most important characteristic for a great brand is consistency. This is different from sameness.
Sameness is static & lifeless.
Consistency is responsive and vibrant.
Sameness is static & lifeless.
Consistency is responsive and vibrant.
Identity design is one of the few professions in which magical thinking qualifies as a business strategy.
In design, as in life, the antidote to stereotype is experience.
Organizations seeking an identity often think what they want is a logo. But this is like acquiring a personality by buying a hat.
The way you look can be an important signal of who you are, but it's not the only signal....
The way you look can be an important signal of who you are, but it's not the only signal....
...More important is what you say and how you say it. And most important of all, of course, is what you do.
If you have a great idea but can't make it work, it isn't a great idea.
In many ways, the design of a book cover is the ultimate challenge....Just like a box of cereal or a can of soup, the designer's job is to package a product for sale in a competitive environment.
A brand new logo seldom means a thing. It is an empty vessel awaiting the meaning that will be poured into it by history & experience.
The best thing a designer can do is make that vessel the right shape for what it's going to hold.
The best thing a designer can do is make that vessel the right shape for what it's going to hold.
