“THINK MORE MAKE LESS”

It is important to understand what brand and branding is. Logo is a design term for a trademark. It can be a monogram or symbol. A trademark is not the brand itself. We need to learn the context of branding. 

Branding is about decor, graphics, customer experience, staff, product, logo, messaging, packaging signage and website.

Brand identity is the collection of all elements that a company creates to portray the right image to its consumer.

 Brand is the perception of the company in the eyes of the world.

Who you are as a brand is made up of a few key elements:

• Your mission  
• Your values (what beliefs drive your company?)
• Your brand personality ( what kind of personality does your brand have?)
• Your unique trait
• Your brand voice ( how will your brand communicate with its clients?)

LOOK at the brand, observe their attributes and list down the most important ones. They represent the core of the brand.

Alexander McQueen’s Branding Identity

Alexander McQueen is a British luxury fashion house. The world of Alexander McQueen is one defined by how the elements of fragility and strength, tradition and technology, severity and grace, contrast and complement each other to create a new vision for fashion in the 21st Century. Customers know when they see a gothic, perfectly tailored, creative and dark clothing, it might as well be from this maker. This is an example of successful identity branding.

There has always been a pressure to replace historical craft materials (bamboos) with more modern materials. But they believe that bamboo is a long standing historical plant that belongs to the nature. 

Bamboo can do just about anything any other material can do. Bamboo varies in sizes, especially height and grows at least 15 cm per hour. If used correctly, bamboo is as strong as steel and as resilient as brick and concrete. 

But why should we consider bamboo over other modern materials?

• CLIMATE

1. Carbon trading and reforestation. 

Fiber reinforced composite materials have enabled much industrial innovation. Currently composites reinforced by glass fibers and carbon fibers are being used extensively for many structural applications. However, there are economic and environmental challenges.

The climate change due to green-house gases and methane and nitrous oxide is for the worse. By using fossil fuel as energy source, the carbon emission has been at its peak compared to the last 800000 yrs. Implementation of renewable energy and biological and carbon sequestration would be most preferable in an attempt to decrease global warming.

Carbon sequestration or carbon dioxide removal is the long-term removal, capture or sequestration of carbon dioxide from the atmosphere to slow or reverse atmospheric CO2 pollution and to mitigate or reverse global warming.

Plants store co2 as building blocks and hence convert gaseous carbon to solid carbon. Since bamboos are fast growing and hence the most efficient in sequestration. 

What If climate change was just a hoax/ what would happen to bamboo? 

• Humans share the need for hygiene and normal facilities. Clean water is a necessity. 

Since the development of cities, there have been valiant efforts to plant trees in order to reduce environmental degradation linked to urbanization.  Bamboo root structures help resting erosions, regulating water flow, clean water etc. In fact, bamboo can absorb human urine. Bamboo can clean soil and water from hazardous chemicals. It convert waste into viable resources.

• Bamboo is used daily for regular appliances by 2.5 billion people in the world. Bamboo can be refined into bio fuel, bioplastics, and endless other applications.

CHALLENGES

The main reasons regarding why bamboo hasn’t been adopted into the modern age as extensively as materials like steel are:

1. Lack of awareness,
2. Lack of coordination among stake holders.
3. It’s dimensions differ greatly
4. the inability to grade the material and longevity, 
5. It can’t play well with other materials, its completely organic, i.e., it can’t be combined with steel or glass.

Due to its limited budget, there are more common and modern materials in today’s market.

Tinker Hatfield started to define what working with athletes was like. It was about getting to know them as athletes and their performance. They had to build a product that catered to the athlete at the highest level such that the player could play with the same show after thirty years as well.

EARLY LIFE

Tinker was never focused on design but athleticism. He received a full sports scholarship to the University of Oregon. He met Bill Bowerman who was one of the two founders of Nike. 

Tinker admits that pole vaulting needs a strong sense of commitment and confidence. This mentality that you can’t back off, your goal is to fly through the air. 

When he was Seventeen years, Tinker fell and tore his ankle in half. After five surgeries, two years of rehabilitation, “ he felt his career was over.” 

And then he learned he could draw on accident. His discipline was architecture and he also worked for Bill. He would tell, draw, and interpret his design when he presented his ideas to Bill. He was learning how to design shoes and solve problems for athletes since his university. 

HIS PROJECTS WITH NIKE

He realized that design did involve art but art was a form of self-expression whereas, in design, the end goal is to solve a problem for someone else. Nike had developed very fast. And they were recruiting members by hosting a competition. Other designers started and tweaked some of their existing designs. But, Tinker worked for twenty-four hors and was unique in his storytelling. Two days after the competition, he was told he was a footwear designer for Nike. 

His first project was the air max. He became the lead designer. He drew inspiration from the building whose inner mechanics were visible. The building itself was painted in primary colors, which people seemed to hate more than adore.

Andre Agassi 

• A basic design is functional, a great design will convey something. Andre Agassi was an upcoming star tennis player who was Nineteen years old at that time. He hadn’t started in country clubs and he didn’t always wear white. 
• This created speculation and Tinker had never worked with a tennis player like him before. So they created the new Nike shoe called anti-country club which was outrageous and pink and bright.
•  With the right athlete, they challenged the perception of the entire sport.

AIR JORDANS

Michael Jordan was Nike’s biggest client. Tinker got his new project for designing brand new Air Jordans. It was supposed to feel already broken into even though it was new. So they had soft leather, elephant print, he had also designed apparels to go with it. It was unlike any basketball shoe.

They’d progressed to Air Jordans VIII and Michael kept winning championships. 

Air Jordan X had ten stripes that signified Michael’s ten yrs as a pro.

Air Jordan XV was the first one that had negative reviews, it was a sad time for both Tinker and Michael. After that shoe, Tinker withdrew from the Air Jordan projects. So he had to find a new direction for himself. 

In 2005, he designed the Jordan XX. because of something special. He wanted Jordan to talk about the last twenty yrs of his life. He wanted to design a symbol that would define each of his stories. It was an avant-garde approach. it was the best storytelling product they’d ever done. 

E.A.R.L. 

Design is about predicting the needs of the future. The E.a.r.l.- Electro adaptive reactive lacing, was inspired by a movie. He wanted to make something that would excite the people about the future. 

They applied the auto-lacing technology after several yrs. After the problems were discussed and solved by Tinker and the mechanism was foolproof, it was then applied in the shoe. The launch turned out to be very successful.

Conclusion

Get out there and experience life to translate that into unique design work. There are multiple designers who know how to interpret designs and slightly change them. But his job was to be provocative and problem-solving for a specific customer. If people don’t completely love or hate your work, know that you haven’t left an impact.

Typography may be dated back to the eleventh century, all through the innovation of movable type. Before the virtual age, typography changed into a specialised craft related to books and magazines, and ultimately public works. The first instance of typography may be visible in the Gutenberg Bible, which commenced a typography revolution in the west. Fast ahead the current era , in which typography is frequently related to each digital world and print. With the start of the internet got there an innovative explosion of the artwork of typography. Suddenly, net designers had an abundance of fonts and kind alternatives at their disposal, making typography extra visually numerous than ever before.

A type face gives words a personality, a coloring. It helps in establishing a strong visual tone. Graphic designers use typography to adjust the text within the design. This helps in creating content with a purpose, helps in creating harmony and order with the visuals. Because of such designs with unique typography ideas, a brand can communicate with its audience in an effective way. 

The life of a designer is a fight against the visual flaws and somehow they need to cure it with design. A good typographer always has the knowledge about the spacing. Typography sometimes is all about the white space between the letters.  

Helvetica 

Since its launch in 1957, it’s become the go-to type for company logos and transport hubs, making it one of the most widespread designs of all time.  It is a beautiful timeless type. Helvetica was a typeface that was clear, neutral; it originated from the need for legibility. It was modern. Helvetica didn’t have the meaning in itself, the content had the meaning. It is also the smoothness of the letters that they almost seem human. It invites open interpretation. 

Now it’s become a default font, because of its versatility, it has basically no improvements to be made. The popularity of Helvetica continues today. It was the system font on the original iPhone, and it remained part of iOS until 2015, when Apple replaced it with its own San Francisco.

Bodini

This typeface was created in 1798 being inspired by the ideas of John Baskerville when he designed his namesake typeface. This was taken to the next level by Bodini by creating an extreme contrast between the tick and thin strokes, making the letters more vertical, and greatly condensing width than Baskerville. This went on to be recognised as the fonts main characteristics.

The Bodoni typeface has been used for a wide variety of different materials. In the eighteenth century it was used in Italian books to 1960s periodicals. In the 21st century, the late manner versions were used in advertising. The early manner versions were used for fine book printing. In the current centaury, this font is mostly used for display sizes. As their extreme thin strokes won’t reproduce well at smaller sizes, which can degrade their appearance and lessen readability.

Sustainable design seeks to lower the negative impacts that materials have on the environment and ecosystem. It in fact, increases the comfort of the inhabitants and improves building performance.  

Eagleyew house 

Eagleyew house and eagle nest sanctuary is a beautifully sculpted custom green home built with nearly 100 natural materials. The light clay walls are made with a mixture of clay and straw.

The promise of this house from the very beginning is that it’s a house that will last 300 years. It uses natural materials like clay and wood which when well taken care of will last for centuries. All the walls are one foot deep and are made of light clay which has many advantages amongst others absorbs and lets go both of humidity and heat. It keeps it at a very even temperature and it inhibits mold growth and it inhibits burning so it would be difficult to burn this house.

Techniques like permaculture farming and ags heating systems are used here. Permaculture can be understood as the growth of agricultural ecosystems in a self-sufficient and sustainable way. This form of agriculture draws inspiration from nature to develop synergetic farming systems based on crop diversity, resilience, natural productivity, and sustainability.

Right now the framing is around creating a sustainable, regenerative, and circular economy, whereby the things we create to meet our needs are designed to fit with the systems of the planet. Central to this success is the design of goods and services and that’s where these strategies and designers’ creativity fit in.

Ralph Gilles’ struggles to pursue his dream.

He was persistent on his dream to design cars, beautiful cars. The artistic style appealed to him more, he was sure about his interest in design since a very young age. His aunt encouraged him to write a letter to Mr. Iacocca and they answered back. His portfolio promised them of his talent. He felt loyal to Chrysler since when he was seventeen. .He appreciates his support system, his brother, his dad, his wife for encouraging and criticizing his work. He has clearly struggled to get what he want and has had dark times. He compares it to being a captain on a sinking ship, not leaving until the doors are closed. Gurney’s Automotive Repair is doing a great work.

Ralph Gilles’ work style

Gilles states that he likes to sketch the front of the automotive first because the first judgement happens by the front design. He also values proportion the most. He wants his work to be full of care and passion that people still love it after 50 yrs. The product should age gracefully. 

This characteristic is what he vows by and the reason he was global head of design at Fiat Chrysler within five years of working with them. They claim that ralph became the youngest head of design so far.

Ex: the 300 is one of Ralph’s best designs, it looks aesthetic, gives an impression of speed. It was affordable and appealed to the hip hop crowd immediately. Racing is Ralph’s form of escape. He feels one with the machine and it gives him a sense of tranquility.

The steps to success:

• Reinvention is key. 
• Ralph believes that designers create taste, they’re ahead of times and culture, and that is exactly how they’re supposed to be.
• Designers should have to judge what the customer wants before the customer themselves knows what they want.
• Passion and connection to vehicles is extremely powerful to be successful in this industry. 
• A lot of innovation and effort contributes to his successes, too. 
• The success of Chrysler depended on successful designed cars. There’s an emotional attachment to cars that keep even old designs alive.
• Listen to the problems and create a product that solves multiple problems at the same time.

Sm-1 concept – the family vehicle.

In Detroit, the team discusses on making a car more like an extension of one’s home. Ralph realizes that he has to understand autonomous vehicles. He doubts if a car would be just another device to the people, no attachment to it whatsoever. They to take inspiration from his experiences and observations.

So, the sm-1 is an autonomous and capable car. The interior requires even more attention, to make it comfortable and holistic. Ralph emphasizes that the base is always important, a clear & distinctive base to capture the idea or the utility of the car.

 He wants to adjust a car that appeals to not one but all kinds of people. Ralph Gilles and his team regularly reviewed their progress, and discussed on the changes to be made until they all had a clear view in their head of what the sm-1 looked & felt like. 

The presentation

They set their aim as perfection. They made models and checked everything that is to be presented. The team and ralph have even discussed and set up the presentation room as to where the drawings and the depictions, the tools & models would be.

Ralph, himself, appears pretty anxious about the meeting, he understands that if Sergio Marchionne, decides to scrap it, they would just have to accept it. When sm-1 model was approved by Sergio, the team remembered to appreciate their efforts and they were evidently happy.

There are four types of introverts Social, Thinking, Anxious and Restrained.

Social Introversion is what’s commonly accepted and understood as the stereotypical definition of introversion social introverts prefer solitude or small groups of people over gatherings. They rather stay home with a book or laptop or hangout with close friends, then go to parties with many unfamiliar faces. Social Introversion is different however from shyness because there’s no anxiety attached to their need for solitude.

Thinking Introversion is a newer concept. Thinking introverts are introspective thoughtful and self reflective. Unlike social introverts, they don’t feel a need to avoid large social scenes instead they like to daydream using their rich imaginations and creative capacities.

Anxious Introverts on the other hand seek time alone because they feel awkward and self conscious. Unlike social introverts they experience painful shyness around new people and the anxiety doesn’t necessarily go away when they are alone because they let situations play over and over in their heads. Contemplating what might have gone wrong?

Restrain Introverts on a slower pace and prefer to think before they speak or act they’re also known for being reserved. They like to take their time preventing impulse from affecting their decision-making.

Introverts react quickly to new information, but are slow to monitor change. Introverts brain become more excited when they analyze what steps they must take in the future but hesitate when they need to prepare for action whereas extroverts need to minimize the thoughts in their heads to make a decision but act quickly afterwards.

Introverts dread small talk. Introverts might seem disinterested in other people because they dislike small talk however they only dislike it because he creates barrier between them and others. Instead introverts want to feel authentically connected, so they crave deep meaningful conversations that help lower social walls.

Every single thing in this world is not for ever lasting be it as a human life, tangible things or even non tangible feelings. There are things which are very uncertian in our human lives mostly of the time. we dont really what might happen the next second, minute or a day after. Every second changes around us, within us while our planet earth is rounding around the sun each second. One second we are happy and next second we feel bad for being happy at this certain moment. We might be poor at the beginning but after such hard work and difficulties people become rich or well renowned at certain fields of life. We might love, cherish someone at point but gradually it ends due to certian conflicts. We are born to die on this planet. Nothing is permanent on this planet even trees at point gets cut down by humans greed or natural causes which is also man made. We forget the most important person in our life at certain point of life. why? because we got too much deep in money, fame and responsibilities that we forget whom we chersih and love. Which is why it is very important to always take a moment for yourself above all this hectic schedule and think what are you really doing? Is it what you want and need in your life? Is it really working towards your side? Whether its not backfiring? such things when take to question in your mind, you gotta think logically to answer than you will know what you really need to cherish in your uncertainty of life. Take a moment for your love ones and specially for yourself to reflect upon yourself to take proper logical reasoning decisions so at a moment you won’t have to ever regret choosing that path on your life. Things are uncertain in our life which we known better than other than yourself. Take a moment to think and take your life decisions.