“Make everything as simple as possible, but not simpler.”
A great brand is like a great piece of writing. It’s a way of communicating an idea – an aspiration or secret, an insight or a fear – to an audience. It needs to be so obvious by the time it reaches the audience that all they can do is share it and copy it. Last weekend I flew to London with British Airways’s Ungrounded program. We were charged with a design challenge on the […]