Less
Is
More
EunJi Byun
Less
Is
More
EunJi Byun
Visual Glossary
Intro I was focusing on making delightful designs in order to make my audience happy by precipitating pleasant visual experiences; however, I found that function and user experience is more important than simple appearance. To do that, I figured out that I needed to study brand and business strategy as well as UX design. I am also using the concept of minimalism as a process and methodology on the project. The minimalist style is one I wish to cultivate in my personal life. I am fascinated by this style because the theory behind it is very similar to how I want to approach the way I craft my designs. Minimalism seeks value in life by paring down unnecessary things.
So how do I devise a charismatic brand? According to Marty Neumeier, the author of The Brand Gap, there are five disciplines of brandbuilding. In this small book, I am going to create word maps based on Neumeier’s principles. Then, I will select appropriate words carefully, until there are only a few essentials left.
Discipline 1 Differentiate A successful brand should be different from competition; focusing is the most important word for differentiating a brand.
Discipline 2 Collaborate Building a brand is a collaborative project; a successful model communicates brand effectively and succinctly.
Discipline 3 Innovate An innovative brand should start with a stand-out name; such a moniker requires impactful graphics.
Discipline 4 Validate A brand must validate its concept via clear communication channels; each part of the brand must enhance a customer’s gut feeling about the brand as a whole.
Discipline 5 Cultivate A brand is a cultivated process, and it should be able to change its character; a brand that is dynamic retains a recognizable pattern.
A list of possible degree titles - Less Is More - Designing Through Minimalism - Design Essence - Less Stuff, Less Waste - MIN - Role - Least - Design Jouranl - Untitled - Changes - Value - Ample
Schedule Oct. 26 bring project concepts and design meterials Oct. 3 logo name options, decide design meterials and research Oct. 10 bring logo designs, business mind map, midterm review, and bring defined plan Oct.24 stationery design drafts, tag, thanks letter, etc Oct. 31 design chek-in, writing center check-in, and thesis statement check-in
Schedule Nov. 7 design check-in, and exhibit sketches check-in Nov. 14 design check-in, and thesis statement due Nov. 21 Define exhibition sketch
Bibliography Neumeier, Marty. The Brand Gap: How to Bridge the Distance between Business Strategy and Design: A Whiteboard Overview. Berkekley, CA: New Riders, 2006. Print. Maurer, Luna, Edo Paulus, Jonathan Puckey, and Roel Wouters. Conditional Design Workbook. N.p.: n.p., n.d. Print. Tolley, Stuart. MIN: The New Simplicity in Graphic Design. N.p.: n.p., n.d. Print. Porter, Michael E. Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free, 1980. Print. Kahneman, Daniel. Thinking, Fast and Slow. N.p.: n.p., n.d. Print.