Just enough

I love design. I love being able to solve a visual problem. I’m very fortunate in that I get to do that every single day in my job as Art Director at Momentum Marketing.

I’ve always struggled to narrow down my design influences to just one person. I love the boldness and confidence in Paul Rand’s work. I love the whimsy of Saul Bass. I love the iconic designs by Milton Glaser.  All of them have played a role in furthering my love of design. I’ve also been very fortunate to work with some amazingly talented people here in Charleston, too.

But design is more than just putting the proverbial pencil to paper. It’s in everything around us. It’s a new approach to an existing problem. It’s pragmatic. It’s beautiful. It’s functional. It’s authentic. It’s durable.

This has always been my approach. And I realized how closely it aligned with Dieter Rams‘ 10 Principles of Good Design.

Rams was the Chief Design Officer for Braun for just over 30 years. During that time, he designed…well…a lot of things we take for granted today. Picture your nice metal lighter, your juicer, your calculator, and your electric razor. (And even the turntable you saw on Mad Men.)

I call myself a minimalist.  But that’s not quite accurate. While “less is more” is one of those really nifty paradoxical statements that make one sound wise and all-knowing, it doesn’t make a whole lot of sense when you really think about it. The French writer Antoine de Saint-Exupery sums it up much better than I ever could:

 “Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.” 


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