02 · Systems of Identity
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Design Is Not Decoration
1
Purpose precedes form
Every mark begins with a question: what does this company stand for, and how will that outlast its products?
2
Simplicity is earned, not assumed
A symbol that works at eight pixels and eight feet was refined through a hundred discarded versions.
3
Color is a structural decision
Primary red, blue, and yellow carry meaning. Mixing them into pastel muddies the message.
4
Systems outlast singular brilliance
One beautiful poster is art. A thousand consistent touchpoints is identity.