Basics Design: Design Thinking

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Tsunami (facing page)

A variety of images that show the development of a visual identity for Japanese

restaurant, Tsunami. The images show how visual elements were prototyped,

changed and refined as different ideas, colours and shapes were explored by the

studio to develop the logo.

Prototyping

Design is a creative discipline that can generate many solutions

to a particular problem or brief. But design thinking does not stop

once a workable idea has been generated. An idea or concept

needs to be worked up or rendered, so that it can be developed

and advanced towards a final result.

A design is the result of a directed thought process that is fed by

various cultural, political and factual inputs and so designers test

different methods and techniques to develop an idea. Design

vocabulary plays a key role during this stage as an original idea is

developed, tweaked and expressed in different ways. Different design

vocabularies are used to change the accent of the piece, changing the

styling from modern to historical, for example, in order to enhance the

meaning of a design and improve its ability to communicate effectively.

Once a designer has passed through the initial steps in the design

process and arrived at and refined an idea, there is still design thinking

to be done. This stage addresses what a design will look like, how it is

rendered or crafted. What we have termed ‘vocabulary’ plays a crucial

part here, such as how one expresses something graphically, what its

accent is, whether it is modern or old-fashioned, stark or elaborate.

This is not about decoration, but how the graphic vocabulary used

for a design adds or subtracts, inverts or enhances its meaning.

Prototyping provides an opportunity to test a design idea in various

ways to see if it functions in practice and to get a better understanding

of how it works as a piece of visual communication.

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Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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