Jony Ive’s Design Process Illustrated w. minimized minimalism

If you’ve ever wanted to take a look at Jony Ive’s design process, he shared four images of his work in progress on a seal for the Terra Carta Environmental Award.

It uses the typeface that I’ve designed himself, LoveFrom Serif, and the overall look is very different from its characteristic minimalism …

Terra Carta and the Sustainable Markets Initiative

The seal, which exists in digital and paper form, was created for a new environmental award from Terra Carta, hosts an action forum at the United Nations Climate Change Conference in Scotland, COP26. (The latest news from the conference is that more than 40 countries agree to phase out the use of coal, which has been named as the main contributor to climate change.)

The seal was created for the Sustainable Markets Initiative, reports

Forty-four private sector companies (including L’Oréal, Siemens Energy and AstraZeneca) received the first annual Terra Carta label for their commitment to accelerated action to limit global warming to 1.5 ° C of by 2050. The Sustainable Markets Initiative has partnered with Corporate Knights, whose 100 most sustainable companies have been invited to apply to receive the seal […]

“The Terra Carta Seal recognizes organizations that are seriously committed to a much more sustainable future and place nature, people and the planet at the heart of the economy,” comments Prince Charles. “We all need to make changes if we are to save the planet for our children and grandchildren and these companies are committed to making it easier for all of us.”

Jony Ive’s design process

The four images below represent different stages of the design process, I’ve commented on both the typography and the imagery.

The design of the seal is sincere, modest and beautiful, its subtleties reflecting the complexity and weight of the meaning behind it. Originally conceived as a black and white graphic, the heart of the design is defined by typography: LoveFrom’s bespoke serif, not commercially available and used exclusively for special projects like this, surrounded and echoed by the nature.

“We spent all this time creating a typeface that we would use for our identity: we didn’t want a logo, we wanted something much smaller, more dialogue-like,” Ive says of the creation. from the LoveFrom Serif, inspired by John Baskerville’s letterforms and based on studies of his original punches and dies. “We were thinking of using this typeface for our friends; we couldn’t think of a better way to take advantage of a few years of working around Terra Carta, and I think it works very well. You can see that the typography is clearly in the center of the seal, but I was won over by the soft and slightly haphazard dominance of the natural references. ‘

In addition to the flora and fauna that can be seen in the seal, the team also drew inspiration from patterns and compositions found in the work of William Morris, Josef Frank, Nick Knight and Christopher Marley, and in the sacred geometry of nature, from shells to the structure of plants, galaxies and weather phenomena.

“We have strengthened the resilience and fertility of nature by allowing these natural elements to gently take control of the image,” explains Ive. “It’s a visually lush celebration of the power of nature, and far from being a superficial decoration, these natural shapes are what brings the design to life. “

I have to say this is not the kind of design I would expect from Ive at all. A reply to Jony Ive’s parody account on Twitter gave a funny glimpse of what one might have expected instead.

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Abdul J. Gaspar

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