metaphoric circle [P

[SOURCES, QUOTES AND INSPIRATIONS] AS SCIENTIFIC AS IT GETS [3000 BC] »I CHING, BOOK OF CHANGES« TRANSLATED BY CARY F. BAYNES [P.002] [600 BC] »TAO TE CHING« BOOK BY LAO TZE [P.002] [1573] »TREE OF LIFE« BY FRANCISCUS ZILLETTUS [P.021] [1641] »MEDITATIONES DE PRIMA PHILOSOPHIA« BOOK RENÉ DESCARTES [P.029] [1908] »KYBALLION« BOOK BY WILLIAM WALKER ATKINSON [P.028] [1913] »BOHR’S SHELL MODEL« BY NIELS BOHR AND ERNEST RUTHERFORD [P.110] [1943] »DAS GLASPERLENSPIEL« BOOK BY HERMANN HESSE [P.111] [1954] »DOORS OF PERCEPTION« BOOK BY ALDOUS HUXLEY [P.018] [1970] »SWOT ANALYSIS« TEAM METHOD NOT ONLY BY ALBERT HUMPHREY [P.040] [1970] »YOU CAN GET IT IF YOU REALLY WANT« SONG BY JIMMY CLIFF [P.093] [1971] »THE LOST INTERVIEW« BRUCE LEE AT THE PIERRE BERTON SHOW [P.002] [1971] »STAIRWAY TO HEAVEN« SONG BY LED ZEPPELIN [P.044] [1977] »POWER OF TEN« FILM BY CHARLES AND RAY EAMES [P.033] [1982] »SHOULD I STAY OR SHOULD I GO« SONG BY THE CLASH [P.093] [1983] »SWEET DREAMS« SONG BY EURYTHMICS [P.039] [1986] »BOIDS MODEL« ARTIFICIAL LIFE PROGRAM BY GRAIG REYNOLDS [P.041] [1996] »WANNABE« SONG BY THE SPICE GIRLS [P.026] [P.081] [P.097] [2001] »HARDER, BETTER, FASTER, STRONGER« SONG BY DAFT PUNK [P.104] [2002] »HOT IN HERRE« SONG BY NELLI [P.107] [2005] »PUSH THE BUTTON« ALBUM BY CHEMICAL BROTHERS [P.101] [2008] »FLOW« BOOK BY MIHALY CSIKSZENTMIHALYI [P.095] [2011] »IKEA EFFECT« STUDY BY MICHAEL I. NORTON OF HARVARD BUSINESS SCHOOL, DANIEL MOCHON OF YALE, AND DAN ARIELY OF DUKE [P.093] [2016] »PASSIVE FRAME THEORY: A NEW SYNTHESIS« THEORY/PAPER LED BY EZEQUIEL MORSELLA OF SAN FRANCISCO STATE UNIVERSITY [P.024] [2021] »BREAKOUT« POSTER-BOOK CIHAN TAMTI [P.140]

[PHOTO CREDITS] IN ORDER OF APPEARENCE . JOERN BLOHM [P.117] . JULIAN MITTELSTÄDT [P.118] . JANN AWERVERSER [P.120/121/128 . AXEL GUNDERMANN [P.129/134] . STADTPALAIS STUTTGART, FOTO JULIA OCHS [P.130/132/133/138] . THOMAS STEPHAN [P.136/137] . RAFAEL BERNARDO [THE OTHER PICTURES] THINGS, PEOPLE AND IDEAS CREATIVITY CONNECTS

[THANKS] ESPECIALLY BUT NOT EXCLUSIVELY

lars, julia, clara, vera, david, eitel, anna, karim, axel, cihan, alex, lolo, stephan, anke, susanne, ramona, björn, jann, thomas, jonathan, steffi, ali, lena, tim, mara, michi, ola, carolin, beagle, sasa, gerwin, iris, danila, andreas, maik, ulf, othmar, konrad, rufus, franziska, sinja, amon, josh, jelena, robert, zoltan, christina, gabriele, torsten, ralf, bettina, sabine, meike, sandra, patricia, alex maria, rashnu, layla, flosn, cathrin, catherine, manuel and from the viva con agua family micha, lioba, sophie, miriam, lola, carmen, lotty, markus, casper, roul, matthias, jens and last, but not least, thank you for buying my book.

we aredrops [02] [01] B/BE [02] W/WATER [03] M/MY [04] F/FRIEND [01] nobody is an island [04]from the same ocean [03]

REALISATION

. concept, content and design : rafael bernardo . publishing direction : lars harmsen, julia kahl . production management : clara weinreich . proofreading : vera-lucia gomez da silva, david dietzel and axel gundermann . image/color-management : matthias grießel

PRINTER

Stober Medien GmbH Industriestraße 12 D-76344 Eggenstein www.stober-medien.de

FONTS

»antarctica« and »alaska« in varius weights and »africa« in the style »rainfall« designed by new glyph [beta.newglyph.com] and »galactica bold« designed by rafael bernardo

SPOT COLOR pantone 032U

ROOTS [P.001—112]

circle volume white** 115g/qm [100% recycled paper by igepa]

WINGS [P.113—224]

circle offset premium white*** 120g/qm [100% recycled paper by igepa]

ID-Nr. 21108678

[PAPER BLOG] #SIMPLIFY

do you feel inspired by paper and its tactile experience? make sure to check out www.selection.blog or send selection@igepagroup.com your work to get featured on the blog.

* ART.NR.45727-11 ** ART.NR.12070 *** ART.NR.31071

put it in the book and it becomes the book

[RAFAEL BERNARDO] RAFAEL-BERNARDO.COM

rafael bernardo is a german-brazilian designer, lecturer, consultant and author running a studio for branding communication. in 2017 he started his creative journey »be water my friend«, which resulted in an output of various personal and collaborative projects and the development of a methodology to analyse the creative workflow of teams and individuals.

AUTHOR & DESIGNER

rafael bernardo t +49(0)89 90187477 www.rafael-bernardo.com touch@rafael-bernardo.com @rafael.bernardo_

[SLANTED] SLANTED.DE

slanted publishers was founded in 2014 by lars harmsen and julia kahl. they edit and publish the award-winning blog and print magazine slanted, giving an inside view into the international and creative scene. in addition to the blog and magazine, slanted initiates and creates design-related projects and publications.

NOTE PUBLISHER

slanted publishers ug (haftungsbeschränkt) nebeniusstraße 10 76137 karlsruhe t +49(0)721 85148268 info@slanted.de / slanted.de @slanted_publishers

no part of this publication may be reproduced or transmitted in any formby any means, electronic or mechanical, including photocopy or any storage and retrieval system, without permission in writing from the publisher. bibliographic information published by the deutsche nationalbibliothek. the deutsche nationalbibliothek lists this publication in the deutsche nationalbibliographie, detailed bibliographic date is available online at dnd.d-nb.de.

COPYRIGHT 2021

slanted publishers, karslruhe and rafael bernardo, munich

ALL RIGHTS RESERVED

isbn: 978-3-948440-22-0

[ROOTS]

ESSENTIALS CREATIVE METHODOLOGY . INTRODUCTION . BENEFITS

. WAYS OF PERCEPTION — THOUGHT AND ORDER — [»MATRIX OF REACTION«] — CLOCKWORK OF MINDSETS — LEVELS OF EXPERIENCE — [»MATRIX OF PERCEPTION«] — ZOOMING INTO INTUITION — THE INNER COMPASS . FOUR BWMF.AXIOMS . PRINCIPLES BY NUMBERS — FIRST EXAMPLE — »THE ONE« — »THE TWO« — »THE THREE« — »THE FOUR« — LAST EXAMPLE . THE RESONATOR

METHODOLOGY . INTRODUCTION . THREE TOOLS . »CONTEXT COLLECTOR« . »HARP OF ATTRACTION« . »CREATIVE CIRCLE« — THREE PHASES — FOUR THEMES — TWELVE STATIONS »INITIIATE« »UNITE« »ANALYSE« »IMAGINE« »DEFINE« »PROTOTYPE« »ELABORATE« »CONSOLIDATE« »OVERVIEW« »NAVIGATE« »PERFORM« »INSPIRE« . FOUR TRANSITIONS . SPECIAL EFFECTS . SYNTAX — SUBSTANCE — POTENTIAL — EXECUTION

TWO STORIES . METAPHORIC CIRCLE . BOHR’S SHELL ALLEGORY

fifty50

50fifty

[P.006] [P.008] [P.012] [P.013] [P.014] [P.016] [P.018] [P.020] [P.022] [P.024] [P.026] [P.028] [P.031] [P.032] [P.034] [P.036] [P.038] [P.042] [P.043] [P.044] [P.046] [P.052] [P.056] [P.066] [P.068] [P.069] [P.070] [P.080] [P.082] [P.084] [P.086] [P.090] [P.092] [P.094] [P.096] [P.100] [P.102] [P.104] [P.106] [P.071] [P.077] [P.079] [P.088] [P.098] [P.108] [P.062] [P.110]

[WINGS] GRAPHIC JOURNEY . INTRODUCTION . ELEVEN WORKS ON THE ROAD . EIGHTY POSTERS ON THE FLY . THANKS [IMPRINT] [P.114] [P.116] [P.140] [P.222] [P.224]

R E

B W

[A BOOK FOR EVERYBODY AND NOBODY] THE WELL [I CHING HEXAGRAM NR. 48] »THE WELL FROM WHICH WATER IS DRAWN CONVEYS THE FURTHER IDEA OF AN INEXHAUSTIBLE DISPENSING OF NOURISHMENT.«