design

A company has integrity when its words and actions consistently match the branding effort.

Branding is simply pattern recognition, established across multiple tiers of application and fueled by the energy of money.

A distinctive appearance and a simple set of characteristics lead to an extremely flexible brand. (pg. 38)

We are _ the un-proud non-possessors of objects whose chief substance is that of the transient symbol. Our Puritan fear of the love of things turns out to have been groundless after all, for we do not love things or even possess them: they pass through our lives as barium passes through the digestive tract, unassimilated, their function merely to flash signals along the way.

It's not all that important that you be able to originate brilliant ideas... The more important talent is to be able to recognize good ideas from other people.

Our head is designed to broaden our capability of analyzing facts, events and draw the right conclusions

In a clock, stop but one wheel and you stop every wheel, because they are dependent upon one other. So when God has ordered a thing for the present to be thus and thus, how do you know how many things depend upon this thing? God may have some work to do twenty years hence that depends on this passage of providence that falls out this day or this week.

Design a life! Don't maintain it.

Good design is as little as possible. Less, but better, because it concentrates on the essential aspects, __nd the products are not burdened with non-essentials. Back to purity, back to simplicity.

Simplicity is all but nothing that's there.

Early on, Mike Markkula had taught Jobs to "impute" - to understand that people do judge a book by its cover - and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it's an iPod Mini, or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion. "Steve and I spend a lot of time on the packaging," said Ive. "I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.

Simplicity is about subtracting the obvious and adding the meaningful.

design is so important because chaos is so hard

The birds do not sing, clouds remain of rubber, glass, steel. A stone has lodged in the engine block, the process of rusting has begun. And then darkness, a cold wind, a shred of clothing fluttering where it is snagged on one of the doors which, quite unscathed, lies flat in the grass. And then daylight, changing temperature, a night of cold rain, the short-lived presence of a scavenging rodent. And despite all this chemistry of time, nothing has disturbed the essential integrity of our tableau of chaos, the point being that if design inevitably surrenders to debris, debris inevitably reveals its innate design.

A chair is the first thing you need when you don__ really need anything, and is therefore a peculiarly compelling symbol of civilization. For it is civilization, not survival, that requires design.

Embrace iteration as the road to improvement, but don't let that lull you into rolling out poorly-thought-out crap.

The future will look futuristic only because we will be trying to make it look futuristic.

Your style guide is your most loyal brand protector.