Branding

The art behind creating a powerful brand, reminders of the base concepts and inspiration

“Always be escalating,” then, can be understood as “Be alert, always, to the possibilities you have created for variation.”

George Saunders • A Swim in a Pond in the Rain: In Which Four Russians Give a Master Class on Writing, Reading, and Life

One of the most intelligent case studies in design is the Chinese tea cup. They’re made without handles simply because if it’s too hot to touch, it’s too hot to drink.

Humans naturally want to add more. Add a cardboard sleeve, add a warning on the outside of the cup, add a handle. The result of all these things never cools down the actual contents.

Be specific and efficient. Use a lot of details. Always be escalating. Show, don’t tell.