Curated By Part 2: Jack Schulze

Jack the co-founder and Principal at Berg Studio founded in 2005 and responsible for the little printer. Jack Studied Design from the Royal College of art is 2006, previously running an independent design studio for found years. At Berg Jack leads new product development work both for clients and self initiated work such as the Here & There map. He leads many media design consultancy projects, including previous engagements with Bonnier and the BBC among others.

His talk was much more focused on the ideas and the value of understanding the world to create food design. Humorous and entertaining to listen to. Schulze starts of by staying "Advertising is a joyless bastard sometimes" and "Systems have leeks into our personal space" Exploring onto the future of User Interface and what will it's behaviour and motive bring? Apple has become a companion Jack says, as he shows us a picture from the website "shitthatserisays", he spoke about the way that making technology has become about making companion centred design "A part of you that lives outside of you" having everything in one place, friends, music, entertainment, photo, social media, shopping all in one phone. Objects are able to predict behaviours, through maths" After saying this he showed us this little gem.

Explaining that this particular vacuum, cleans the room by going over the floor over and over again. Working out the maths of the layout of the room, the corners and the scale, and goes on a path working back and forth over and over again until the room is clean. 

"Media has changed, because it's no good any more. New media? Social Media? Television is weird, the way that cameras are used, editors and distribution  With the knowledge we have now, we would have never built it." He says, which is something I never thought of. Its true, we have so much more knowledge now and User Interface is completely different to how it was 20 years ago. When we showed us a picture of a Walkman he said "I forget that there are people in this room that have no idea what this is and have never had one" Which makes me reminisce they way I spent a lot of my childhood making mix tapes, sitting for hours and pressing pause and record. Whereas it's so easy now to make playlists digitally and on CD and even on line.

I liked the excitement, and relaxed atmosphere he created. I love the little printer product, it's new and exciting. Jack Schulz made me excited about electricals, circuits and technology based design and opened my eyes to the opportunities one idea can create. I learnt about design having a ripple effects. Previously most of my work is print based and I always preferred having my design work as being a physical copy. Call me old fashioned, but Jack has really opened my eyes to the possibilities in this area of design.

Manipulating paper 2: Triangles

My favorite shape is triangles and In design I used them a lot and think there is a lot a can do with them, so I began to cut out many equilateral triangles and play with the shapes I could do with them.

Brand Identity: Optima

Optima is a private clinic specialising in breast enlargment as well as breast reduction and reconstruction. Even though plastic surgery is becoming more and more popular these days, there still are negative stigma and stereotype of the idea and the side effects it might bring.

The new identity introduces Optima Clinique as a boutique brand rather than a clinic. 

Women of today would risk any financial, temporal costs as long as these contribute to their beauty.

With the new identity, the experience at Optima Clinique is not a surgery, but a promising investment in their desire for beauty.

When I first saw this I must say, that I did not think it was going to be what it actually is. It's amazing though, I love the design. That pattern is so innovative and elegant, I want it.

My top ten logos

I love what the brand is about, and aspire to create work that has brilliant ethics and morals just like Lush. For such a unique shop, their logo is very simple. Which creates a nice blank canvas for the products.

Similar to Lush, the body shop have also inspired me in terms of what I want to achieve in my work. I like circles, and these two little shapes on either side created almost like two arms hugging the text. 

Huf is a skating clothing company, not only is their logo really simple but I also really like the way their have packaged these socks. Simple and eco friendly. 

Monroe is a clothing company, I love the designs they have and their used of typography. Using a typeface that would be recognisable on university sweaters, used in a different light. Very bold, and noticeable from far away. Let alone good quality clothes.

Obey, if you havn't heard of this, then where have you been?! A logo that exploded in the last 2 years, some people hate them, I love them. What they stand for and what Shepherd Fairy.

Chanel, the brand has never gone out of style. Coco channel did so much for women, and womanise clothing, and the logo is just a classic logo. 

Vans has always been one of my favorite brands since I was little. But this summer I really noticed the way they have sneaked into mainstream clothing brand. Originally a skating company, their have now come into fashion and have spread like wildfire. 

Supreme, starting in 1994 New York, has started to follow in obeys footsteps, in terms of audience and taking over tumblr. Really simple logo, and reconizable aswell.

Krink, a grafitti materials brand. The first the the generation to create specific pens and paint for graffitti artist. 

New balance, my favorite shoes. I love the font used on these shoes and the 'N' is so recognisable as well.

Brand Identity: The most recognizable logos in the world.

Why do these work so well? They are all deceptivley simple and equally work well on shopping bags, signs, websites, advertisements, uniforms, and the sometimes on products themselves. To start with they have distintive colours assosiated with the brand, for exaple coca cola has red. Coca cola's logo has only had a few tweeks and adjustment over the years but has pretty much stayed the same. Google has a few colours in the logo, which makes the look of the brand more playful. Microsoft isn't always the company with the best software solutions around, but always the one to cover a larger portion of the market. And also is perceived as more approachable and more affordable, the logo in my opinion isn't very modern and reminds me a lot of the 90's, which may just be because that was their hay day. McDonalds. The company has always been associated with the idea of globalization, the logo is completly reconisable all over the world, and from a far away distance.

Identity: University of California

University of California Identity from University of California on Vimeo.

Brand Identity: Moxam

MOXHAM, a venture by London-based Madeleine Moxham, offers a core collection of statement accessories and jewellery, inspired by Egyptian mythology and the repetition of striking motifs.

From necklaces to cuffs and leather bags, the items echo the mindset of the brand, shunning the generic in favour of oversized, constructed statement pieces for day or night.