Food for thought‘[...] do not think that good design can make a poor product good, whether the product be a machine, a building, a promotional brochure or a business man. But [...] good design can materially help make a good product reach its full potential. In short, [...] good design is good business.’
Thomas J. Watson Jr., IBM CEO

Michael Wolff on The Three Muscles of Creativity

April 2, 2011, 12:33 PM

Intel has come up again with a beautiful short film in their Visual Life series. This time is about the iconic designer Michael Wolff, co-founder of Wolff Olins, one of the best British designers ever and one of the fathers of brand identity design.

I have three muscles, without which I couldn’t do my work. The first is curiosity. (You can call it inquisitiveness, you can call it questioning.) The second muscle [is] the muscle of appreciation. It’s not questioning so much as it is noticing… how joyful things can be, how colorful things can be, what already exists as an inspiration. The muscle of curiosity and the muscle of appreciation enable the muscle of imagination.

Everybody knows that the whole is greater than the sum of its parts. What few people realize it is only through the parts that the whole gets delivered. I see seeing as a muscular exercise, like I see curiosity. It’s a kind of being open, really: If you walk around with a head full of preoccupation, you’re not going to notice anything in your visual life.

A brand is really a way of remembering what something is like for future reference — something you value, something you feel attracted to. The job of a brand identity, how you package all of that — the purpose, the vision, what it does, what it brings — how you make that so that people can take it and receive it and value it and treasure it and choose it, that’s the whole process of branding. That’s what it is.”

— Michael Wolff

The film is beautifully shot, with a perfect pace & score, all adding even more value to Michael Wolff’s wise words. As one would imagine, his house is a designer’s playground, with Pantone mugs and other treats, like this beautiful tea kettle, that I wish I knew where to get:

Also, gotta love Wolff’s hilarious description of the classic Cooper Black typeface, affectionately calling it  “cow dong”. And last but not least, I love how he talks about cooking as related to creativity — “you never cook the same meal twice”. But enough with the spoilers, here it is:

Read more:
— “The Three Muscles of Creativity” by Maria Popova on the TBD Blog;
— “Michael Wolff on Creativity” by David Airey;
Thanks TheInspiration.com for the first tip.

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