Things we believe in
We believe that strengthening a brand means more than just adhering to the results of marketing studies. It is, in the end, a matter of observing a simple mechanism of human psychology. People trust brands that they recognize and understand, brands that are self-aware. If a brand doesn’t convey a coherent message, then it won't get through to the public. If a brand simply proclaims itself “the best”, then it means it doesn’t know itself well enough to say anything more interesting.
Design, to us, is an instrument of communication. When it is well thought out and well executed, design can create emotion and trust, hence strengthening brand loyalty. The key to any form of visual communication is the way the information is organized. An item with carefully structured information is an item with good design, because it successfully conveys its message. This is the reason why we always avoid any futile visual artefacts if we can’t find a strong answer to the question “What does this graphical element stand for?”
A huge part of the information we all receive every day comes in written form. Books, newspapers and magazines, websites and outdoor advertisements, they all tell us something through the medium of letters. Taking this into consideration, it becomes obvious why we are so careful when it comes to typography (this being the proper term for the visual aspect of the text).
Furthermore, we believe in all those who tried to do something for the world to become better, smarter or more beautiful. Although Federico Fellini, Hermann Hesse, Dostoyevsky, Miles Davis and Jim Jarmusch are among our favorites, we’ll mention below only some of those that have directly inspired the way we work:
Chermayeff & Geismar
Ivan Chermayeff and Tom Geismar, in the industry since 1958, are the authors of some of the most intelligent branding projects in the world.
Paul Rand
A great American modernist, he is the creator of some iconic logos like the ones for IBM, Westinghouse, abc or UPS.
Gerrit Noordzij
Typography and letter design teacher, he’s the one of the greatest thinkers in this field.
Doyald Young
A celebrated American designer and calligrapher. His books – in which he generously unveils his creative process and his sources of inspiration – are an indispensible resource for any student or typography enthusiast.
Erik Spiekermann
This German designer is one of the most spectacular contemporary typographers.
Wally Olins
Founder of one of world’s leading branding agencies (Wolff Olins), Wally is at the same time the author of some of the best theoretical works on branding.
Tony Spaeth
Tony Spaeth, famous branding consultant, proves that corporate identity is an extremely powerful management tool if handled properly. Who are we to disagree?
The Brander
Here you'll find some beautiful stories about very sophisticated but little known brands. (The layout and the typography of this website are remarkable.)