Aesthetic Neo-Modernism? Nah!

After reading Johnson Bank’s ever popular ‘Thought of the Week’, as you could regard him as in fact the Gandalf of the design world (especially the theoretical side at least), my first thoughts are how much Michael Johnson has his finger on the pulse when it comes to the modern thought processes and trends by today’s wave of designers. Then I fell into deep introspection and realised, like in some on-the-coach moment of clarity way, that I would fall into the category of what he calls a ‘Closet Modernist’. Yes, we do adopt to a certain degree the principles of the swiss international aesthetic ( in a not too philosophical way), but our team work ethic here at the studio has always been that we are ‘visual communicators’ and refrain from using the term graphic designers ironically. The ‘dabbling in ideas’ if pushed too far can often be completely lost when put in front of the public and it was this mindset which formed the basis of the swiss style all those decades ago. Not to say we limit ourselves entirely to a limited set of graphic means or any account refrain from ‘out there’ ideas as it where, but we always strive to ensure that client’s messages are delivered successfully and hence communication always prevails.

A good of example would be the re-design of the TPW branding two years ago, which clearly, on reflection, exemplifies how our attitudes to functionality in place of over-decoration has taken effect.

Old logo.

New logo.

The new logo is not only more legible due to the choice of typeface, but also subliminally carries the ‘thought and communication’ concept with the inclusion of the bubble graphic, which we’ve spanned out across all of our branding.

Its more about communication, with a ‘sprinkling of art’ as Mark would say


One thought on “Aesthetic Neo-Modernism? Nah!

  1. Very interesting piece G.In my work experience with you guys I did notice a striking clarity in all of the designs, and especially a preference for the use of Helvetica Neue.(Characteristics of Swiss design)

    What would be more interesting would be to analyse how much this style has been influenced by a desire to meet client needs on a commercial level or how much of it is your personal style coming through.

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