Basics Design: Design Thinking

Design Thinking

Thinking in words

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Neologism

A new word, expression or usage, or one devised relatively recently.

Ligature

Two or more letters that combine to form one character. Ligatures are formed to represent specific sounds or

words, such as the Æ diphthong ligature, or to improve the visual appearance of certain letter combinations

such as the fl and fi combinations.

Client: Urbik

Design:Gavin Ambrose

Design thinking: Creation of a

new word (neologism) and use

of a ligature helps to reinforce

the futuristic ‘personality’ of

the brand

Urbik

Pictured here is a brand identity for Urbik, a brand name devised and intended

to suggest, in a memorable way, the company’s interest in ideas about the way

people might live in the future. This new word ‘Urbik’ features two distinct

phonemes: ‘Ur’, a coastal city near the mouth of the ancient Euphrates River

(now Tell el-Mukayyar in Iraq), believed by many to be one of the first cradles of

civilisation; and ‘bik’, taken from Philip K Dick’s 1969 novel Ubikabout a magical

ubiquitous substance and the struggle to find it. Dick’s other novels also raise

the issue of how we want our habitats to be in terms of architecture, urban

design and town planning. Note the ligature of the first two letters, reinforcing

the Ur phoneme.

MY U

CK

1 2 3 4 5 6 7 8 9 10 OK While every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liability will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFORE

HTS

DALIMHE-DTP^1

Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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