Design Action
Branding - 2020
Design team: Irina Teti, Francesca Ceconi, HeyBye, David Hlousek, Paloma Kałuzinska, Tina Cai and Daniela Di Martino
Branding proposal for the exhibition at the London College of Communication (UAL) for London Design Festival 2020.
Open System is our response to the brief where Design Action was the theme. This is a concept developed from the idea of design working as a system where different actions make the mechanism to work. We tried to reduce to visual essence the different actions which, for us, compose the design process and can really have an impact considering the current scenario, the climate emergency and social awareness, but also relate to everyday life. We believe that those actions are critical to face not only the challenges that we are experiencing right now but can be applied to future situations.
Open System is our response to the brief where Design Action was the theme. This is a concept developed from the idea of design working as a system where different actions make the mechanism to work. We tried to reduce to visual essence the different actions which, for us, compose the design process and can really have an impact considering the current scenario, the climate emergency and social awareness, but also relate to everyday life. We believe that those actions are critical to face not only the challenges that we are experiencing right now but can be applied to future situations.
We all have different ideas on how to represent ‘design action’ and we believe they are all valid, so we worked on a comprehensive concept which is open to interpretation. We interrogate ourselves trying to find a way to make the concept accessible to different audiences of this exhibition, including the non-design based ones. The idea is that a person, no matter his own curricula, would be intrigued by the system of signs trying to decode and relate them to their own experience, encouraging conversations and reflection. Therefore, the identity is at the same time reduced to the essence and open to interpretation and re-elaboration, considering that opportunities of design are infinite as well are the possible interpretations and solutions.
We see this kind of visual communication accessible to everyone and at the same time extremely flexible, giving the fact that there is no right or wrong interpretation and this is one of the critical characteristics of design: being able to connect on a certain level with everyone.
MANIFESTO
We based our proposal on the actions related to the manifesto of the Design school. The idea is that everybody can add the actions that they do everyday to build a better future. This actions are represented by different symbols, however, they are open and variable addressing the infinite possibilities of interpretation and representation.
