The Musings Of An Opinionated Sod [Help Me Grow!]


When Design Is Magical …
March 3, 2015, 6:25 am
Filed under: Comment, Design

Despite my wife being one, I’ve given designers get a lot of stick over the years.

To be honest, they have brought it on themselves with shit like this or this.

Of course not all designers are pretentious tossers who make planners look down-to-earth, there are those who are brilliant problem solvers … like the guys [whoever they are] behind the new SONOS corporate identity.

On first glance, it’s nothing special … but the moment you scroll the logo up or down, it suddenly looks like sound is pulsating out of it.

Go on, try it.

How brilliant is that eh?

I’ll tell you how brilliant it is … it’s sheer, utter, simple brilliance.

Of course there are many audio companies who have incorporated music/sound cues within their corporate identity – lets face it, it’s a pretty obvious thing to do – but as far as I know, none have done it in such a clever way.

Whoever was behind this really thought about the challenge.

You can tell they really sweated over the solution as opposed to just heading towards the obvious or the easy.

Maybe their starting point was reframing the challenge.

Maybe it was something like this: how do we make a static logo produce sound?

The reason I say that is because when you phrase objectives that way, it forces you to be creative in your response.

And when I say that, what I really mean is it forces you to be creative in your thinking.

I’ve always been a big believer that obstacles make you more creative.

Maybe that’s why I love working in China, because apart from the cultural barriers, there’s the fact the government are very strict on what can/can’t be said so you always have to try and think one step ahead.

Barriers liberate creativity. Too few people understand that … but they do.

The bigger the barrier, the bigger the potential for glory.

The fact is problems make you smarter … they improve your skills and hone your talent and if you don’t believe me, take another look at that SONOS identity because the people behind it managed to overcome the rather major obstacle of turning a static, silent medium into one that produces sound.


31 Comments so far
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That is brilliant.

Comment by Pete

And so is this.

“I’ve always been a big believer that obstacles make you more creative. Maybe that’s why I love working in China, because apart from the cultural barriers, there’s the fact the government are very strict on what can/can’t be said so you always have to try and think one step ahead.”

But can anyone be one step of a government who can just rewrite the rules when it suits them?

Comment by Pete

if youre as devious a fuck as campbell you can. how else has the divisive little fuck managed to stay there so long?

Comment by andy@cynic

Fair point Pete … though there is always a window of opportunity to score a goal before they move the goalposts. Ha.

Comment by Rob

I wonder how long it will be before someone sues Sonos for screwing with their eyesight? It’s very cool though.

Comment by DH

I should not admit this but I have always liked sonos. This design makes me like them more. It’s less to do with it being cool and more about it showing their attention to detail. Your point about problems making you more creative is also good. What has happened to you Rob? What has happened to me?

Comment by Bazza

That’s because sonos sounds better than beats.

Comment by DH

And cheaper. By about 3 billion dollars.

Comment by DH

How is beats music going for you Baz?

Comment by Pete

fuck me pete, youve turned into a smug, sarcastic bastard. i am fucking proud.

Comment by andy@cynic

I can see your smile from here Pete.

Baz, you’re strangely quiet. Ha.

Comment by Rob

baz is a corporate fucking toady.

Comment by andy@cynic

Don’t think I didn’t notice your attempt to claim some of the design glory on behalf of the plannersphere.

Reframing the challenge may have been involved, but equally a designer might have noticed the effect on a screen and thought they could sell it to an audio business.

Comment by John

Whether it was reframed or just opportunistic, this sort of optical illusion has been around for decades, so whoever recognised its potential for an audio company is still worthy of praise.

Comment by Pete

Where do I suggest it isn’t?

Comment by John

You didn’t. I was just saying it’s great design regardless of how they came up with the idea.

Comment by Pete

John “positivity vampire” Dodds.

Comment by Rob

The only vampire here is the planner trying to feast on the originality of the designer.

Comment by John

It’s what I do best. Or worst, now I come to think of it.

Comment by Rob

It’s all to do with your gravitational pull.

Comment by John

Annoyingly smart. I love it.

Comment by George

Annoying from the perspective of jealousy?

Yeah … me too.

Comment by Rob

Basically, yes.

Comment by George

oi campbell. fucking more transparent than a green house. you know what the fuck im talking about. tell me im fucking wrong. i dare you.

Comment by andy@cynic

Cheeky.

Comment by Rob

you fucking started it.

Comment by andy@cynic

Unfortunately I did.

Comment by Rob

Very clever.

Comment by Lee Hill

[…] Where adland often needs complex presentations and reports to prove their campaign has been effective, great design often speaks for itself. […]

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[…] Design helped SONOS create a static logo that produces sound. […]

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