The journal

Design principles we build by.

Short essays on how we design and build, each built around a line from a designer.

Good design is honest.

Dieter Rams · 2 min read

Honesty is a feature

Design is not just what it looks like and feels like. Design is how it works.

Steve Jobs · 2 min read

Design is how it works

The details are not the details. They make the design.

Charles Eames · 2 min read

The details are the design

People ignore design that ignores people.

Frank Chimero · 2 min read

People first, always

Design is thinking made visual.

Saul Bass · 2 min read

Thinking made visual

The life of a designer is a life of fight: fight against the ugliness.

Massimo Vignelli · 2 min read

The fight against ugliness

There are three responses to a piece of design: yes, no, and wow. Wow is the one to aim for.

Milton Glaser · 2 min read

Aim for wow

Good design is actually a lot harder to notice than poor design.

Don Norman · 2 min read

Good design disappears

Simplicity is not the goal. It is the by-product of a good idea and modest expectations.

Paul Rand · 2 min read

Simplicity is a by-product

Good design is as little design as possible.

Dieter Rams · 2 min read

Less, but better

Ready when you are

Have a project in mind?

Tell us what you're making. We'll tell you honestly whether we're the right studio to make it with, and what it will take.