Design is About Relationships
If a design is creating a visual message that is communicating the objective relationship between two objects—say, a photograph and a logo—then branding is the subjective relationship between that message and the individual who sees it. This second relationship is subjective because each person who sees that design will have his or her own unique understanding of what that relationship means. Most importantly, that individual will also form his or her own relationship with what is seen, and define what it means to him or her. In other words, each person will define the value that message has for him or herself personally.
We are interested in defining the relationship between a message and an individual. That space is where the real design is taking place, where design becomes strategy and that strategy becomes branding. This space—that is, the individual's perception of an idea—is a vast chasm of possibility that can be loaded with suggestion, messages, and meaning. This is the netherworld where 51 Eggs wants to spend all of its time, because that is where the magic happens, and the possibilities are endless.
If a design is creating a visual message that is communicating the objective relationship between two objects—say, a photograph and a logo—then branding is the subjective relationship between that message and the individual who sees it. This second relationship is subjective because each person who sees that design will have his or her own unique understanding of what that relationship means. Most importantly, that individual will also form his or her own relationship with what is seen, and define what it means to him or her. In other words, each person will define the value that message has for him or herself personally.
We are interested in defining the relationship between a message and an individual. That space is where the real design is taking place, where design becomes strategy and that strategy becomes branding. This space—that is, the individual's perception of an idea—is a vast chasm of possibility that can be loaded with suggestion, messages, and meaning. This is the netherworld where 51 Eggs wants to spend all of its time, because that is where the magic happens, and the possibilities are endless.
