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  • Wilfried Kuehn, Dubravka Sekulić (eds.)

    Curatorial Design. A Place Between

  • Nigel Cottier (ed.)

    Alphabetical Playground

  • Quang Vinh Nguyen, Émilie Laystary (…

    Vietnamese Objects. The material culture of resilience in…

  • Helen Hester, Will Stronge

    Post-work. What It Is, Why It Matters and How We Get There

  • Terrassen

    Yvonne Rainer. Privilege - Yvonne Rainer Filmography

  • Eva Stricker, Dirk Bayer, Jürgen Graf,…

    Wege zur Bauwende. Klima- und ressourcenschonend…

  • Carlo Bramanti

    Conspiratorial Design. Information design for the bigger…

  • Mona Schieren, Oscar Svanelid

    Lygia Clarks künstlerische Methode der Strukturierung des…

  • Andreas Broeckmann

    The Making of Les Immatériaux

  • Sandra Hofmeister (Hg)

    Architektur und Klimawandel (Vol. 2). 20 Interviews zur…

  • Blaise Agüera y Arcas

    What Is Life? Evolution as Computation

  • Kristoffer Tjalve, Elliott Cost (Eds.)

    Internet Phone Book. A directory for exploring the vast…

  • Thomas Wüthrich, Yves Raschle

    Nachhaltige Designprozesse. Leitfaden für die…

  • Hans Teerds

    Space Is Politics. A Manifesto on Architecture

  • Elizabeth A. Wilson (Autorin),…

    Maschinenaffekte

  • Félix Guattari (Autor), Volker Bernhard…

    Die subjektive Stadt. Schriften zu Architektur und…

  • Arch+

    ARCH+ 261 Stadtumbau – Schulen der Transformation (…

  • Jonas Deuter

    Karl Gerstner: Der Traum vom Absoluten. Struktur und…

  • IDEA Magazine

    Idea 411. Written Form & Letter Design: Decoding the…

  • Annette Gilbert, Andreas Bülhoff (Hg)

    Library of Artistic Print on Demand. Post-Digital…

  • Dagmar Pelger

    Spatial Commons. On the Communalization of Urban Spaces

  • Caroline Böttcher

    Mont Klamott. Berliner Trümmerberge

  • Dagmar Herzog

    Der neue faschistische Körper

  • DAS MINSK Kunsthaus in Potsdam mit Kito…

    Wohnkomplex. Kunst und Leben im Plattenbau

  • Mark D. Linder

    That's Brutal, What's Modern? The Smithsons,…

  • Katherine Ball

    The Water Runs Through Us. Experimental Water Filtration…

  • Stefan Nowotny (Hg)

    Praxis des Institutionellen und Politik. Jean Oury / Félix…

  • Francois J. Bonnet, Bartolomé Sanson

    Spectres V. Diffusion

  • Vivian Liska (ed)

    Eva Meyer. Remembering Forward

  • Bethan Hughes

    Bethan Hughes. Elastic Continuum

  • Ilaria Bombelli (Hg)

    Vika Kirchenbauer. Compassion and Inconvenience

  • Lorenzo De Chiffre, Artem Kitaev, Eva…

    Reuse in Teaching. The Future of the Architectural Design…

  • Jack Self (Ed.)

    Real Review #17

  • Filippo Pagliani, Michele Rossi,…

    The Reinventing Heritage. A Design Compass on Adaptive Reuse

  • Cornelia Wild (Hg)

    Medium Wolke. Figur, Phänomen, Objekt

  • gerade nicht auf Lager
    Neda Atanasoski, Nassim Parvin (Hg)

    Technocreep and the Politics of Things Not Seen

  • Manfredo di Robilant, Manuel Orazi

    Gio Ponti. More than One. Critic, Editor, Graphic Artist,…

  • Clare Croft

    Jill Johnston in Motion. Dance, Writing, and Lesbian Life

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    Soma Chaudhuri, Jane Ward (Hg)

    The Witch Studies Reader

  • Okwui Enwezor, Atreyee Gupta (Hg)

    Postwar Revisited. A Global Art History

  • Marcus S. Kleiner

    Keine Macht für Niemand. Pop und Politik in Deutschland

  • Judith Butler

    Wer hat Angst vor Gender?

  • Melanie Sehgal and Alex Wilkie (Eds)

    More-Than-Human Aesthetics. Venturing Beyond the…

  • Katrin Trautwein

    Working with Color. Library of 400 Combinations

  • Prem Krishnamurthy, Asad Raza (Hg)

    How Can We Gather Now?

  • Luïza Luz

    Beneath the Surface. Deep Listening, Buried Narratives, and…

  • gerade nicht auf Lager
    Hg. von Nina Gerlach, Simon Vagts,…

    Zwischen Pixel und Pigment: Malerei in der postdigitalen…

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    Charlotte Malterre-Barthes / Eds.:…

    A Moratorium on New Construction. Charlotte Malterre-Barthes

  • Bildungskollektiv Biko

    Kunst, Spektakel und Revolution No. 9.

  • Maya Indira Ganesh

    AUTO-CORRECT. The Fantasies and Failures of AI, Ethics, and…

  • gerade nicht auf Lager
    Jessica Backsell

    Provoking the Freeport Magic: Art Assemblage in Late…

  • gerade nicht auf Lager
    Henriette Waal, Clemens Driessen (Hg)

    Water Works. Eco-Social Design

  • Josephine Berry

    Planetary Realism. Art Against Apocalypse

  • Nils C. Kumkar

    Polarisierung. Die Ordnung der Politik

  • Clément Gilles, Coloco, Civic City (Hg)

    Planetary Gardener

  • Philipp Rhensius, Janina Neustupny,…

    Home is Where the Heart Strives

  • Nick Axel, Silvia Franceschini,…

    Chronograms of Architecture

  • Nick Axel, Javier Peña Ibáñez (eds.)

    Concéntrico. Urban Innovation Laboratory

  • Jamie-Scott Baxter / Anna Juliane…

    Spacetimes Matter. A Collection of Mapping Methodologies

  • Anamarija Batista, Julia Siedle

    Rethinking Obsolete Typologies. Transformation Potentials…

  • Moisés Puente (Hg)

    2G 94. b+ Arno Brandlhuber, Olaf Grawert, Jonas Janke,…

  • Stanislas Chaillou

    Artificial Intelligence and Architecture. From Research to…

  • Yasmin Masri

    Near 2,143 McDonald’s via Google Street View: Looking…

  • Jairus Banaji

    Wanting Something Completely Different: 111 Vignettes of…

  • Rosa Barotsi

    Time and the Everyday in Slow Cinema

  • Dominik Mattes, Janina Kehr, Julia…

    Radical Health. Cache 04

  • Janina Kriszio

    Keep your City real! Stadtfilme zwischen dokumentarischer…

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    Marek Poliks & Roberto Alonso…

    Exocapitalism. Economies with absolutely no limits

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    Birgit Wiens

    Bühne. Perspektiven der Szenografie und Performance Design…

  • Marcel Bächtiger

    Kino-Obsessionen - Le Corbusier, die Architektur und der…

  • Matas Petrikas

    The Joy of Electronic Music

  • S.E. Eisterer (Ed.)

    In the Daylight of Our Existence. Architectural History and…

  • Rachel Pafe, Mimi Howard (eds.)

    Reading Roses in Constellation

  • Annette Krauss

    Unlearning Routines of the Impossible Casco

  • gerade nicht auf Lager
    Holly Dicker

    Dance Or Die: A History of Hardcore

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    The Wages of Dreamwork.

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    Brian Massumi

    Toward a Theory of Fascism for Anti-Fascist Life. A Process…

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    Rasheedah Phillips

    Dismantling the Master's Clock: On Race, Space, and…

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    Andy Crysell

    Selling The Night: When Club Culture Meets Brands,…

  • Paul Gilroy

    Schwarzer Atlantik Moderne und doppeltes Bewusstsein

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  • dérive

    dérive N° 100 Zeit – Planung und Alltag (Juli - Sept 2025)…

  • Milan Ther, Martin Karcher (Hg)…

    The Educational Web: Reader

  • Redaktion Protocol

    Protocol 15. R.I.P. – remember me

  • Rui Pedro Dâmaso, Alexander Pehlemann,…

    Unearthing the Music

  • Eva Franch i Gilabert, Mireia Luzárraga…

    100 Words for Water. A Projective Ecosocial Vocabulary

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    Universal Prostitution and Modernist Abstraction. A…

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    What's Next for Mom and Dad's House?

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    Solidaritäten transformieren. Praktiken und Infrastrukturen…

  • Jenny Schlenzka, Julia Grosse

    Vaginal Davis. On Dangerous Ground

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    Anthony Dunne, Fiona Raby

    Not Here, Not Now. Speculative Thought, Impossibility, and…

  • gerade nicht auf Lager
    Stephanie Loveless (Ed.)

    A Year of Deep Listening. 365 Text Scores for Pauline…

  • gerade nicht auf Lager
    Hal Foster

    Fail Better. Reckonings with Artists and Critics

  • Charlotte Malterre-Barthes (Hg)

    On Architecture and Work. The Political Economy of Space…

  • gerade nicht auf Lager
    Mario Asef, Golo Föllmer, Georg Klein,…

    Errant Sound Reader. Thoughts and Practies from the Berlin…

  • gerade nicht auf Lager
    Katía Truijen and Brandon LaBelle (Eds)

    Epistemic Imaginaries. Learning as Festivity

  • gerade nicht auf Lager
    Brandon LaBelle

    Poetics of Listening: Inner Life, Social Transformation,…

  • gerade nicht auf Lager
    Torsten Andreasen, Emma Sofie Brogaard…

    Finance Aesthetics. A Critical Glossary

IDEA 399. In the Design Field, Today: Thought and Practice of Branding Design around the World

Direction by Idea
Design by LABORATORIES (Kensaku Kato, Megumi Moriya)
Cooperation with Saki Ho, Min-Young Kim

Today, the society has matured, companies and designers are finding it difficult to differentiate products and services from the abundance of those on the market simply by offering products with high functionality and quality or beautiful forms. Therefore, how to design user experience will be increasingly required as a role of the designers. One of the places to practice design for this purpose is in the field of branding design, which is the subject of this feature.

A necessary condition for successful branding design would be designing the products and user experience with an ideology consistent withthe company’s philosophy and organizational operations. For example, a company must release products and services with transparency and sustainability, better social and environmental considerations, and its business must give people a sense of fulfillment and enrichment. In this increasingly complex field of branding design, Design Thinking is an approach that organizes the thinking processes and methods of realization of ideas developed by graphic designers and makes them applicable to people other than designers.

This approach has been attracting attention as a global trend since around 2010. It was introduced to Japan as an innovative idea for transforming business and brought a great response. Many books on Design Thinking have been released since then. Indeed, anyone can handle this method, but people might have misunderstood andregarded it as an instant business theory. Since many people have learned that “design is problemsolving”, it has created the misconception that any issue can be solved if there is a design. It is as if the design is the magic word….

When designers work on a project, they usually examine the object closely and conduct a thorough investigation before they create the actual thing or concept. Also, to realize the idea, designers need specialized skills and have to train them. Designers must see the project as a whole in a broad view at the same time they also must consider the minute details of the object. The seven design studios in Japan, Asia, Oceania, the Middle East, Europe, and the United States that cooperated with us for this feature go through this process thousands of times. They have continually proposed new ideas and exciting designs to clients and consumers.

Although they differ in organizational management and scale, they are all practitioners of humancentered design, for they not only fulfill the wishes of their clients but also explore comfortable manufacturing environments and work with enthusiasm. We would be happy if this feature could provide hints for reconsidering the ideas originally advocated in Design Thinking through how those designers work on each project, and updating Design Thinking into a better form.


IDEA Magazine
IDEA 399. In the Design Field, Today: Thought and Practice of Branding Design around the World
Seibundo Shinkosha, 2022, IDEA399 2022.9
36,00 €