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Which clippings match 'Simple Design' keyword pg.1 of 1
24 JANUARY 2014

Brandmarks with elegance by Helvetic Brands




brand • brandmark • brandmark designclean design • David Pache • design agencydesign consultancydesign formalismdesign simplicityelegant designformalist design aesthetics • Helvetic Brands • independent design consultancy • International StyleLausannelogo designlogo designers • minimal design • minimalistic stylesimple design • strip away • stripped back • stripped back aestheticsSwiss StyleSwitzerlandtrademarkvisual simplicity • white space


Simon Perkins
20 NOVEMBER 2013

Own Label Sainsbury's Design Studio 1962-1977

"In 1962, when Peter Dixon joined the Sainsbury's Design Studio, a remarkable revolution in packaging design began. The supermarket was developing its distinctive range of Own Label products, and Dixon's designs for the line were revolutionary: simple, stripped down, creative, and completely different from what had gone before. Their striking modernity pushed the boundaries, reflecting a period full of optimism. They also helped build Sainsbury's into a brand giant, the first real 'super' market of the time. This book examines and celebrates this paradigm shift that redefined packaging design, and led to the creation of some of the most original packaging ever seen.

Produced in collaboration with the Sainsbury family and The Sainsbury Archive, the book reveals an astonishing and exhaustive body of work. A unique insight into what and how we ate, the packaging is presented using both scanned original flat packets and photographic records made at the time. With an essay by Emily King featuring interviews with Peter Dixon and Lord Sainsbury of Preston Candover."








1960s19621970sbrandBritish designcolour fielddesign aestheticsdesign simplicitydesign studio • Emily King • food labelformalist design aesthetics • FUEL (design group) • graphic designgraphic design collectiongraphic design historyinformation design • John Sainsbury • labelmodernist aestheticsmodernity • Own Label (book) • packagingpackaging design • packets • Peter Dixon • photographic records • plain packproduct packagingSainsburys • Sainsburys Design Studio • Sainsburys Own Label • simple design • stripped down • supermarket • The Sainsbury Archive • UK


Simon Perkins
29 DECEMBER 2009

Dieter Rams' 10 principles for good industrial design

"As head of design at Braun, the German consumer electronics manufacturer, DIETER RAMS (1932–) emerged as one of the most influential industrial designers of the late 20th century by defining an elegant, legible, yet rigorous visual language for its products.

Good design is innovative.
Good design makes a product useful.
Good design is aesthetic.
Good design makes a product understandable.
Good design is unobtrusive.
Good design is honest.
Good design is long–lasting.
Good design is thorough down to the last detail.
Good design is environmentally friendly.
Good design is as little design as possible.

Copyright Dieter Rams, amended March 2003 and October 2009

These ten principles defined Dieter Rams' approach to 'good design'. Each of the hundreds of products he developed during forty years with Braun, was unerringly elegant and supremely versatile. Units were made in modular sizes to be stacked vertically or horizontally. Buttons, switches and dials were reduced to a minimum and arranged in an orderly manner. Rams even devised a system of colour coding for Braun's products, which were made in white and grey. The only splash of colour was the switches and dials.

Rams' objective was to design useful products which would be easy to operate. Yet he achieved much more by dint of the formal elegance and technical virtuosity of his work. Rams' designs always looked effortless with an exquisite simplicity borne from rigorous tests and experiments with new materials and an obsessive attention to detail to ensure that each piece appeared flawlessly coherent. Dieter Rams remains an enduring inspiration for younger designers, notably Jonathan Ive and Jasper Morrison, who have acknowledged his influence in their work at Apple and Rowenta respectively."

(Design Museum, UK)



Simon Perkins

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