Design is above all else, functional. The concept should be seamless, almost invisible. If a brand, or product or idea has no use, it cannot last. Design does not make a brand—the product does not make a brand. The end-user does, and an idea will fail without sound functionality.  A very well-designed wordmark might get people to look, but must have a reason for them to keep coming back.

Good design reveals form, and remains as minimal as is needed.  A brand, or product, or idea’s form must be fun to interact with, and seamlessly integrate into its Function. Successful ideas should be stimulating, yes, but also joyful.

Brands, products, ideas—and in turn design—must admit responsibility to the larger goals of society. Only in the last century have humans so quickly disintegrated earth’s natural resources. Whenever possible, design needs to hold its brand accountable to protecting and replenishing these vital resources, and commit to supporting all cultures and economies that depend on them.

Ethical
We can own as many products and use as many services as we like, but it is our relationships that mean the most. The most successful brands cultivate relationships with their customers and communicate their values in an open and trusting way. As followers grow, it is critical to act ethically as the power of brand carries implications beyond revenue and ROI. Do good things and build your brand with integrity.

We are in the middle of a communication breakthrough. People are able to relate to one another based on their interaction with a brand, or product or idea. Social engagement within communities can do just as much for the idea as a multi-million dollar commercial. Get out there. Connect. Let your brand be who it wants to be; it was never meant to be anything else.