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29a High Srteet



WV16 4DB

Simplicity is the ultimate sophistication

Simplicity is the ultimate sophistication

Simplicity is sophisticated because it communicates refinement, good taste and intelligence whilst looking like it isn’t trying hard at all.

Designing something to be — or appear — simple is very hard. When we design a logo it can be very hard work to get the logo to look so simple that even the client thinks they could have done it. 😉

Busy looking products, busy looking logos, busy looking brochures have no sophistication. If you’re not looking for sophistication, fine. But if you are, keep it simple. A perfect example is timepiece design. It seems to be the thing these days to have a very complex watch face. These watches might look expensive and interesting, but they have no sophistication. In fact, to my mind, they look stupid because no one really uses the other dials on the face. In the main they are used to express wealth. If that’s what you want to do, knock yourself out with your own crassness. Compare with the Skagen on this page.

Want your designs to look sophisticated? Keep it simple, brother.

PS If any of my clients has one of those complex watches, I didn’t mean you of course.