A New age of graphic ID

Desight for kudobadass typography, Product/Brand design, painted signs NGS London

On the back of painting reams of letters over the past 3 years something new has to happen.

It is not enough to simply claim to go further and add this and that as a jump up on the next competitor. That is not innovation – it is simply a jostling for a slither of note over the nearest competitor.

Innovation is at large in the few.

Truly emerging innovation is a felt glimmer being dragged across the horizon…

So what is the next true wave of inspiration likely to look like?

It has to first allow itself the divine right to exist as something entirely new.

This could be new by approach, feel, sensibility.

My own sense is that this is entirely linked to ones ability to find a sensuous magic in whatever is on the table for product development or ID.

The new approach owes much to empathy and…

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