‘Simplicity is Heather Bradley Design Context
Simplicity: Introduction
‘Simplicity is the ultimate form of sophistication.’ - Leonardo Da Vinci Focussing on branding, publication and exhibition design, this book sets out to prove that less really is more and that simplicity in design really can add to the sophistication
There are, of course, different
and success of a project.
elements of design to consider and for that reason this book is split into 5 sections; concept, layout, colour, pattern and finish. This is not only an investigation, but a large showcase of design that I aspire to and so therefore will be something that I find helpful and can refer back to for inspiration in the future.
6
Section 1: Concept
Category: Concept
‘Many desperate acts of design (including gradients, drop shadows, and the gratuitous use of transparency) are perpetuated in the absence of a strong concept.’ - Noreen Morioka This section contains a selection of work showing how the use of a simple concept can create an exciting and successful piece of design. Concepts can sometimes be overthought and therefore not always realised by the viewer. This section proves that the simple, and sometimes more literate approach, can create better results.
Category Concept
Design: The Consult Origin: Leeds, UK
Client: Stack Architects
Brand Identity Stationery
10
Category Concept
Design: Moving Brands Origin: London, UK
Client: All About Tea
Brand Identity Stationery
12
Category Concept
Design: Hampus Jageland Origin: Paris, France
Client: Edgeboard
Brand Identity Stationery Exhibition
14
Category Concept
Design: Province Studio Origin: Tomsk, Russia
Client: Emelyanovsky
Brand Identity Business Card
16
Category Concept
Design: Believe In Origin: Exeter, UK
Client: Believe In
Brand Identity Stationery
18
Category Concept
Design: Estudio Mentaw Origin: Valencia, Spain
Client: Sandra Boils
Brand Identity Business Cards
20
Category Concept
Design: Manual Origin: San Francisco, California
Client: Slice
Logo Brand Identity Exhibition
22
Category Concept
Design: Departures Design Origin: Cardiff, UK
Client: One
Brand Identity Stationery Signage
24
26
Section 2: Layout
Category: Layout
‘Perfection is achieved, not when there is nothing left to add, but when there is nothing left to take away.’ - Antoine De St.Exupery This section contains a selection of work showing how simple grids and clever use of typography and hierarchy can make successful design.
Category Layout
Design: Experimental Jetset Origin: Amsterdam, The Netherlands
Client: Willow Club
Brand Identity Stationery
30
Category Layout
Design: Made Thought Origin: London, UK
Client: Grafik
Publication Editorial
32
Category Layout
Design: Kutchibok Origin: Cardiff, UK
Client: SEE
Publication Binding
34
Category Layout
Design: Studio Newwork Origin: New York
Client: Fiftytwo
Publication
36
Category Layout
Design: Design Project Origin: Leeds, UK
Client: Robert Horne Group
Publication
38
Category Layout
Design: Made Thought Origin: London, UK
Client: Ravensbourne College
Promotion
40
Category Layout
Design: Hunt Studio Origin: Melbourne, Australia
Client: Process
Publicarion
42
Category Layout
Design: Hunt Studio Origin: Melbourne, Australia
Client: Process 4.5
Publicarion
44
46
Section 3: Colour
Category: Colour
‘Using minimum number of colors to achieve maximum result is a sign of sophistication and compositional discipline.’ - Zoltan Szabo This section contains a selection of work showing how the limited use of colour can add to the effectiveness of the design. Colour can be overpowering, but using it well can create a very high impact.
Category Colour
Design: Kutchibok Origin: Cardiff, UK
Client: Wordley
Brand Identity Stationery
50
Category Colour
Design: Lundgren & Lindqvist Origin: Gothenburg, Sweden
Client: Loft
Brand Identity Stationery
52
Category Colour
Design: Lundgren & Lindqvist Origin: Gothenburg, Sweden
Client: Lundgren & Lindqvist
Brand Identity Stationery
54
Category Colour
Design: Peter & Paul Origin: Sheffield, UK
Client: Jefferson Sheard Architects
Brand Identity Stationery
56
Category Colour
Design: Flink Origin: Antwerp, Belgium
Client: Breins
Brand Identity Business Cards
58
Category Colour
Design: Made Thought Origin: London, UK
Client: Design Miami Exhibition
Promotion Exhibition
60
Category Colour
Design: Studio Newwork Origin: New York
Client: Robert Geller
Brand Identity Business Card Promotion Look Book
62
Category Colour
Design: Mind Design Origin: London, UK
Client: Tea
Brand Identity Stationery Interior Design
64
Category Colour
Design: Lundgren & Lindqvist Origin: Gothenburg, Sweden
Client: Mobilrabatten
Brand Identity Stationery
66
Category Colour
Design: Anti-ink Origin: Oslo, Norway
Client: Dist
Brand Identity Stationery
68
Category Colour
Design: Margaret Inga Wiatrowski Origin: New York
Client: Willow Club
Brand Identity Stationery
70
72
Section 5: Finish
Category: Finish
It means you only include what is necessary, and you make necessary elements beautiful. - Preston D Lee This section contains a selection of work showing how the use of specialist print finishes can make a piece of design.
Category Finish
Design: Kutchibok Origin: Cardiff, UK
Client: Fibre Arts Wales
Publication
76
Category Finish
Design: Main Studio Origin: Amsterdam, The Netherlands
Client: Francisco Van Benthum
Brand Identity Stationery
78
Category Finish
Design: Cartlidge Levene Origin: London, UK
Client: Stanton Williams
Brand Identity Stationery Promotion
80
Category Finish
Design: John Larigakis Origin: Vancouver, Canada
Client: Henkell
Brand Identity Stationery
82
Category Finish
Design: Why Not Associates Origin: London, UK
Client: Envy
Brand Identity Stationery
84
Category Finish
Design: Kutchibok Origin: Cardiff, UK
Client: Canolfan Addysg
Brand Identity Promotion
86
Category Finish
Design: Daniel Freytag Origin: Edinburgh, UK
Client: London College of Fashion
Brand Identity Promotion
88
the ultimate form of sophistication.’