Deep art of the useful

If you were to ask 10 designers the question, what is design? you would probably receive 10 different answers. I recently stumbled across a definition that was new to me in the book Design Experience. It read, “If science is the deep art of the possible, surely design is the deep art of the useful”. This struck a chord at it’s a neat way of saying design is both cerebral and practical, which in turn reminded me of Harry Beck’s 1933 London Underground map. As one of the company’s electricians, Beck ingeniously designed a map based on an electronic circuit diagram. His straight lines, uniform terminations and 45 degree angles, offered a representation of London that although abstract rather than geographical, was very user friendly. Because the scale was not fixed, the map was able to reach all the way from the centre to the outer suburbs. Although the information in the map has been subsequently updated, Beck’s work remains the textbook example of information graphics and perhaps best fits the definition the deep art of the useful.

So you found us!
We think it’s a sign…

As we see it, the fact that you stumbled on this column means one of two things.

Either you’re a curious and discerning soul who spotted the little arrow. Or you’re here because someone else tipped you off — and so you probably know someone who knows us.

Either way, we see it as a good sign and want to give you a little ‘something’ right now.

We invite you to:

Have a peek at this great article that inspired a recent blog. (And see 15 clever logos with genius hidden meanings.)

Take a look at this ‘briefing prompt list’ — so you can hit the ground running with your chosen creative agency *

* Send us this briefing prompt list back to us completed and we’ll come back to you with a free ‘taster’ call.