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  • James Voorhies

    Beyond Objecthood. The Exhibition as a Critical Form since…

  • Alexander Vasudevan

    The Autonomous City: A History of Urban Squatting

  • Kris Paulsen

    Here/There. Telepresence, Touch, and Art at the Interface

  • Gerd de Bruyn

    Theorie der modernen Architektur. Programmatische Texte

  • Sven Lütticken

    Cultural Revolution: Aesthetic Practice after Autonomy

  • Martin Herbert

    Tell Them I Said No

  • Deutscher Werkbund (Hg.)

    Taut baut: Geschichten zur Architektur von Max Taut

  • Maria Hlavajova, Simon Sheikh (Eds.)

    Former West: Art and the Contemporary after 1989

  • Jane Rendell

    The Architecture of Psychoanalysis. Spaces of Transition

  • Sissi Tax

    the looks, not the books (allaphbed '19)

  • Arnt Cobbers

    Breuer

  • Mercedes Bunz, Birgit M. Kaiser,…

    Symptoms of the Planetary Condition: A Critical Vocabulary

  • Marcus Verhagen

    Flows and Counterflows. Globalisation in Contemporary Art

  • Andreas & Ilka Ruby

    Infrastructure Space

  • Charlotte Ashby

    Modernism in Scandinavia: Art, Architecture and Design

  • Kim Feser, Matthias Pasdzierny (Hg.)

    Techno Studies. Ästhetik und Geschichte elektronischer…

  • Berliner Hefte zu Geschichte und…

    Marx-Engels-Forum - Ja!

  • Yvonne P. Doderer

    Glänzende Städte. Geschlechter- und andere Verhältnisse in…

  • Europan 13

    The Adaptable City 2: Ergebnisse /Results

  • Erik Kessels

    Fast Pefrekt. Die Kunst, hemmungslos zu scheitern. Wie aus…

  • C. Perren, S. B. Lovett (Eds.)

    Expanded Architecture. Temporal Spatial Practices

  • M. Holm, K. Kjeldsen, M. Kallehauge (…

    Wang Shu. Amateur Architecture Studio

  • Yuk Hui

    The Question Concerning Technology in China. An Essay in…

  • Eva Birkenstock (Hg.)

    KAYA. KUB Arena Vol. 4: Ausst. Kunsthaus Bregenz 2015

  • Brian Massumi, Krystian Woznicki

    After the Planes. A Dialogue about Movement, Perception and…

  • &beyond (Eds.)

    Archifutures Volume 1: The Museum. A Field Guide to the…

  • Diedrich Diederichsen

    Körpertreffer. Zur Ästhetik der nachpopulären Künste

  • Gertrud Koch (Autorin) Judith Keilbach…

    Zwischen Raubtier und Chamäleon. Texte zu Film, Medien,…

  • Siegfried Kracauer (Author), Carl…

    Georg

  • Katherine Behar (Ed.)

    Object-Oriented Feminism

  • Hilary Sample

    Maintenance Architecture

  • Chris Kraus

    I Love Dick

  • Andreas Broeckmann

    Machine Art in the Twentieth Century

  • John R. Gold

    The Practice of Modernism: Modern Architects and Urban…

  • Peggy Deamer, Martin Reinhold

    Architekturen unserer Arbeit

  • Gabriele Köster, Michael Stöneberg

    Bunte Stadt - Neues Bauen: Die Baukunst von Carl Krayl

  • B. von Bismarck, B. Meyer-Krahmer

    Hospitality: Hosting Relations in Exhibitions (Cultures of…

  • Stephan Trüby

    Absolute Architekturbeginner. Schriften 2004-2014

  • Armen Avanessian

    Miamification

  • Liliane Wong

    Adaptive Reuse. Extending the Lives of Buildings

  • Jeremy Deller

    Iggy Pop Life Class

  • Vanessa Miriam Carlow, Institute for…

    Ruralism. The Future of Villages and Small Towns in an…

  • Rainer Hehl, Ludwig Engel (eds.)

    Berlin Transfer. Open Living Structures

  • Andreas Quednau, Sabine Müller

    SMAQ. Giraffes, Telegraphs, and Hero of Alexandria. Urban…

  • Daniela Sandler

    Counterpreservation. Architectural Decay in Berlin Since…

  • Jennie Gottschalk

    Experimental Music Since 1970

  • IDEA Magazine

    IDEA 376. Graphic Designers and Exhibitions

  • Martin Lehnen

    Opus Moderne. Die Wand aus glatt geschaltem Sichtbeton

  • Samuel Bianchini, Erik Verhagen (eds.)

    Practicable. From Participation to Interaction in…

  • Achim Valbracht (Hg.)

    Das neue Grab

  • Haubitz + Zoche

    Hybrid Modernism. Movie Theatres in South India

  • Christian Berkes (Ed.)

    Welcome to AirSpace. On Airbnb, Uber, Facebook,..

  • Nick Srnicek

    Platform Capitalism

  • Catherine Ince, Lotte Johnson (Hg.)

    Die Welt von Charles und Ray Eames

  • David Brody

    Housekeeping by Design. Hotels and Labor

  • Rolf Lindner

    Berlin, absolute Stadt. Eine kleine Anthropologie der…

  • Matteo Ghidoni

    Fundamental Acts. Life, Education, Ceremony, Love, Death

  • Yasminah Beebeejaun

    The Participatory City

  • Deyan Sudjic

    The Language of Cities

  • Donna Haraway

    Das Manifest für Gefährten: Wenn Spezies sich begegnen -…

  • Oliver Hartung

    Iran. A Picture Book

  • Turit Fröbe

    Die Inszenierung eines Mythos. Le Corbusier und die…

  • Peter Allison (Ed.)

    David Adjaye. Constructed Narratives

  • Neil Brenner

    Critique of Urbanization. Selected Essays

  • Francis Kéré

    Radically Simple

  • Caroline Maniaque-Benton(Ed.)

    Whole Earth Field Guide

  • Matthew Tempest, Simon Phipps, Derek…

    Modern Berlin Map: Guide to 20th Century Architecture in…

  • Thomas Meinecke

    Selbst

  • Reinhold Martin

    The Urban Apparatus. Mediapolitics and the City

  • Pier Vittorio Aureli, Maria Sheherazade…

    Rituals and Walls: The Architecture of Sacred Space

  • Olaf Bahner, Matthias Böttger (Hg.)

    Neue Standards. Zehn Thesen zum Wohnen

  • Baier, Hansing, Müller, Werner (Hg.)

    Die Welt reparieren: Open Source und Selbermachen als…

  • A. P. Pais, C.F. Strauss (eds)

    Slow Reader: A Resource for Design Thinking and Practice

  • Nina Paim

    Taking a Line for a Walk: Assignments in design education

  • Helmut Draxler

    Abdrift des Wollens. Eine Theorie der Vermittlung

  • Christian Schittich (Ed.)

    Wohnkonzepte in Japan / Housing in Japan: Typologien für…

  • Joost Grootens

    Elemental Living. Contemporary Houses in Nature

  • Joerg Bader (Hg.)

    Serge Fruehauf. Extra Normal

  • Contemporary City Institute ETH Studio…

    Territory: On the Development of Landscape and City

  • Barbara Vinken

    Die Blumen der Mode. Klassische und neue Texte zur…

  • Donna J. Haraway

    Staying With the Trouble: Making Kin in the Chthulucene

  • Anna-Sophie Springer, Etienne Turpin (…

    Fantasies of the Library

  • Henry Plummer

    The Experience of Architecture

  • Aberrant Architecture

    Wherever You Find People: The Radical Schools of Oscar…

  • Urs Peter Flückiger

    Wie viel Haus? Thoreau, Le Corbusier und die Sustainable…

  • Caroline A. Jones, David Mather,…

    Experience: Culture, Cognition, and the Common Sense

  • Friedrich von Borries

    Weltentwerfen. Eine politische Designtheorie

  • Douglas Crimp

    Before Pictures

  • Nina Rappaport

    Vertical Urban Factory

  • Boris Groys

    Particular Cases

  • Ana de Brea

    Total Latin American Architecture. Libretto of Modern…

  • Jaleh Mansoor

    Marshall Plan Modernism: Italian Postwar Abstraction and…

  • Mckenzie Wark

    Molecular Red. Theory for the Anthropocene

  • Mark Nash (Ed.)

    Red Africa. Affective Communities and the Cold War

  • Adolf Loos

    Ornament und Verbrechen

  • Thilo Hilpert

    Century of Modernity. Das Jahrhundert der Moderne.…

  • M. Fineder, T. Geisler, S. Hackenschmidt

    Nomadic Furniture 3.0: Neues befreites Wohnen? New…

  • Hannah Neate, Ruth Craggs

    Modern Futures

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 €