In the David Report they conclude by saying “ According to us, good design is a clever solution to a problem. Design is about humans. Always. That is why it has to be culturally connected. We are not machines. You always have to see design trough the lens of humanity.” The three examples I picked use humanity and responsibility as central ideas to their design and brand.
I want to use Plus Minus Zero as my first example of how design and branding is playing a central role in branding and communication in the marketplace. Plus Minus Zero was founded by Naoto Fukasawa. He is the creative genius behind all of their products. He has won many awards for his cutting edge designs and continues to push design foreword in creative and useful ways. Plus Minus Zero designs electrical appliances and sundry goods for domestic objects that range from wristwatches to heaters. His products have a futuristic appeal and tend to look extremely simplified and focused on form and function.
http://www.designboom.com/eng/interview/fukasawa.html
The merit of this brand cannot be overlooked. They design products to push the possibilities of design into a new era with seemingly timeless products. Fukasawa’s philosophy on design is to create products that “seemed to exist but didn’t.” In other words he creates products that consumers feel at home with at first glance as if they seem to fit naturally into the human landscape. His products highlight the simplicity of design and how it should be used in the future to enrich people’s lives and drown out bad design. Bad design tends to have a short life span and comes and goes with the ever-changing consumer trends.
http://en.plusminuszero.jp/#/about/
In the David Report they mention Fukasawa’s designs in one of the five key design trends, Rationassance. “Rationassance goes beyond the short term and fleeting trends. It is about functioning and often rational things that at the same time are stylish and iconic.” Fukasawa epitomizes this design trend with his seemingly timeless and stylish products.
Plus Minus Zero’s designs is the essence of their brand. They focus on creating harmony with humanity by providing products that are stylish, functional, iconic and timeless. A strong emphasis is put on the responsibility to create useful products that will stand up to the changing fads and last a significant amount of time. Maybe even to be passed down from generation to generation.
http://en.plusminuszero.jp/#/collection/
I really like Plus Minus Zero. I think we need to see more of this in the future. I think with Fukasawa we are seeing the future of design take shape. To refer back to the David report once again they mention breaking the rules. Dare to be different. “Do not forget the mantra that applies to the development of all sorts of products, differentiation!” Plus Minus Zero is breaking the rules of design by pushing it foreword in a positive and enriching way, and maybe this is the start of responsible, timeless design of the future. They differentiate from the majority and by doing that they show us what is now possible.
My next example is the O.S. Initiative. To summarize this brand makes accessory products with leather remnants from Australian cricket balls. The leather waste is typically discarded in Australia. The O.S. Initiative takes the waste and turns it into original products. My focus will be on their product line called Good Sport. One of their products in the Good sport product line is called the Bowling Arm. The Bowling Arm epitomizes the essence of the brand. “The Bowling Arm is a simple idea- it’s about making something out of nothing. It supports the design and production of sustainable product ideas and embraces the joy of story telling.”
This brand can be recognized for its socially responsible merit and dedication to sustainability. We can relate the connection of The O.S. Initiative to the ongoing struggle and concepts of making sustainable, responsible products for the future of consumerism. More and more the consumer is becoming socially responsible through the products they choose to buy and interact with and more and more companies are looking for ways to produce and provide those sustainable products.
http://osinitiative.com/welcome-to-os-initiative
The Sustainability Gap in the David Report states that “if sustainability is to be accepted into the DNA of design, and not ultimately something rejected as something alien, it must evolve into something that, directly and intensively delivers value and well being itself to users, citizens, consumers.”
The value of the O.S. Initiative’s products comes from the beloved game of cricket. “ The game of cricket unites Britain and commonwealth nations in a shared sporting mystique. It is part of the Australian experience; played by communities through decades of change it has long been associated with notions of “fair play” and good sportsmanship. The mystique of their products is parallel to the mystique of cricket.
http://osinitiative.com/good-sport
The O.S. Initiative can be directly related to one of David Reports five key design trends, Responsibiz. They define resposibiz as clever, humanistic and responsible. They relate humanisticly to people through the mystique of cricket using cricket balls to produce their products. They are also responsibly using discarded leather which otherwise would end up in a landfill somewhere.
The O.S. Initiative’s product designs help to create their brand. Their brand speaks of sustainability, responsibility and industrious fashion.
This is a great example of a company who is striving to change the way products are made. By using leather waste they create something out of nothing. I only hope to see more of this in the future. It’s time that companies really push towards taking responsibility for the products they produce and work toward more sustainable and ecologically friendly goods.
My last example is Toms shoes. When you purchase a pair of shoes they give a pair of shoes to a child in need. They utilize the purchasing power of individuals for the greater good. “ Toms one for one business model transforms customers to benefactors, which allows us to grow a truly sustainable business rather than depending on fundraising for support.”
The merit of Toms is unprecedented. Toms has personally relied on being socially responsible by giving children in need shoes. To quote the David Report “ Really successful design always looks through the lens of humanity; life enriching products that speaks both to our hearts and our brains.” I think that this is evident with Toms shoes that focuses on humanity through their products. They tell stories through their products that have cultural relevance and evoke meaning. They also focus heavily on differentiation by redefining the social responsibility of a shoe company.
http://www.toms.com/our-movement/
Toms can be directly related to a few of the David Reports five key design trends. Responsibiz and Breaking Boundaries. They focus on responsible humanistic values by supplying shoes to needy children when consumers by a pair of their shoes. The one for one mentality, for every pair of shoes Toms will give a pair to a child in need. “Breaking Boundaries is about breaking new ground.” The David Report also mentions intersection. In the report Frans Johansson said, “ People who can step into an intersection of different fields or cultures are those who will change the world.” Toms is breaking boundaries between cultures with their shoes and possibly changing the way we consumers contribute to the greater good of humanity.
Toms product design reflects the brand. Their products are simple, organic looking shoes that seem to fit across many cultures. They are not extravagant or flashy, they serve a purpose and tell a story which is ultimately tied back to emotion and humanity. Their brand stands for humanity and responsibility for the greater good.
I think Toms really highlights the ideas and concepts within the five key design trends. Toms is built on the idea that consumers can actually make a difference in some child’s life. I love it!
