Champions of Design, książki multimedia design logo film, design teoria

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Champions of Design
Observations on creativity for competitive advantage from jkr
Introduction
In this book we celebrate twenty-ﬁ ve great works of design, the people who
created them and the clients who bought them.
We collected their stories from a series called
Champions of Design
that we
published throughout the year – not in design magazines but in
Marketing.
There is a little self-interest here. The more marketing people who grow to
love great design and value its contribution to their brands, the easier our
job will be if we are fortunate enough to work with them.
Over and above this we simply want to share our appreciation of these
enthralling enterprises. They never fail to inspire us and are conﬁ rmation
classes in our own deep-held beliefs. Which are?
1. Design is not separate from the product, it is part of it. It should emerge
so naturally from the brand that it feels and sounds right, like the voice of
a friend. If design is simply bolted on or used as wrapping paper, the cracks
will show and the product inside won’t last very long.
2. People will pay a little more for something they want and a lot more for
something they want very much. (Think of the last thing you wanted
desperately and ask yourself what part its design played in its attraction.)
3. As each of our champions illustrates, design pays for itself many times over.
Few other investments show such a great return. Of course we would say
this, you might be thinking, but over 21 years as a design agency we have
found it to be true.
These are the main lessons we take from the case histories in this book
but there is one more. A truly great design is inimitable: once you have it,
it’s yours forever. Competitors may try to copy you but they will only
come second at best.
All of which may sound very ﬁ ne in retrospect but how do you recognise
a great design in the ﬁ rst place? Speaking for ourselves we think the answer
is viscerally. We feel a mixture of admiration and envy. We wish we’d done it.
If you share these feelings when you turn the pages this book will have
done its job.
Contents
A
is for...
Apple
M
is for...
Marmite
3
55
Method
59
Mini
63
B
is for...
Bang & Olufsen
P
is for...
Penguin
7
Barbour
11
67
Pixar
71
C
is for...
Camper
R
is for...
Ray-Ban
15
Converse
19
75
D
is for...
Ducati
S
is for...
Selfridges
23
79
Dyson
27
Sony
83
Swatch
87
G
is for...
Guggenheim
Swiss
91
V
is for...
Veuve Clicquot
31
I
is for...
Ikea
95
W
is for...
Waitrose
35
Innocent
39
99
L
is for...
Land Rover
43
Lego
47
Liberty
51
Apple
“There are no second acts in American lives” wrote F. Scott
Fitzgerald. Steve Jobs’ life, cruelly curtailed though it was,
disproved this aphorism. His return to the company that
he founded proved more innovative and triumphant than
his ﬁ rst stint. If Fitzgerald were alive today, he, like most
other creatives, would probably have written that on
an Apple.
In a different retail channel, the music industry
was in disarray when it came to organising the digital
downloading of songs until the creation of iTunes.
Once again, Apple led and others now follow.
Blimey, where to start? Apple has harnessed the
power of design more effectively than any business
in the world. It is likely to report more than $100
billion in sales this year (roughly the same as Intel
and Microsoft combined) and in rankings released
in May, overtook Google to become the world’s
most valuable brand.
Apple has made us more aware than ever before
of the importance of design, and not just product
design either. From packaging to retail experience
and beyond, Apple has raised our expectations
and sharpened our eye for design detail.
As Steve Jobs said: “Design is not just what it
looks like and feels like. Design is how it works.”
At a time when our lives continue to be transformed
by technology, Apple has made clever stuff so much
more intuitive than any other brand.
Perhaps the cleverest thing of all is that, by
encouraging us to ‘Think Different’, Apple has
managed to make us all think the same.
JJ
For those that are lucky enough to have one,
we won’t forget the moment we unpacked our
ﬁ rst iPhone. It was truly special. So special in fact,
that most of us have kept the box. The design of
the Apple store is so different that it’s closer to
visiting an attraction than to shopping, a bit like
going to the Hamleys toy store as a child.
4
MacBook Air, 2011.
Mactintosh ad, 1984.
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