Batllegroup.

We live surrounded by design, it is everywhere, in myriad forms. It improves our experience of everyday life, either by enhancing functionality, making us feel positive emotions or by solving a problem not resolved by observation or ingenuity.

Design is a process of creation that derives from people and serves to enhance their lives. When out shopping, breakfasting, travelling, in the office or out in the street, we are surrounded by an infinity of designed objects or elements with which we coexist. Some of these will come to form an integral part of our lives.

Umbrella - Unknown Author - Since ancient times

Helvetica -Max Miedinger - 1957

Peace Symbol - Gerald Holtom - 1958

Eames Lounge Chair - Charles y Ray Eames - 1956

The designer, company and user are the three key players who cause a design to impact on society. Through observation and research, it is the designer who detects the area in which improvement may be made. Thus the designer is the creative agent. It is the company that will bring the innovation to market. Through the choice of an appropriate strategy and suitable process of implementation, it will cause the idea to materialise. Finally, it is the user who will bring meaning to the design and decide whether or not it is to become an essential part of life.

When tackling a new project, it is always the person whom we must place at the centre, from the very outset and throughout the iterations of the process. Through simple, integrating, creative dynamics extraordinary results can be achieved that will, moreover, reduce any risk of poor fit between the new design and market. Design is collaborative and if we permit the user to experience it, the very process of creation will allow us to fashion a more solid, powerful and meaningful design. To design for the future means to design for people.

Tetra Brik - Tetra Pak - 1963

Olympic Rings Symbol - IOC - 1913

Traffic Signs Jock Kinneir y Margaret Calvert - 1957

Beetle - Volkswagen - 1938

I Love New York - Milton Glaser - 1977

iPod - Apple - 2001

Coca-Cola Contour - Coca-Cola - 1915

In this article we seek to pay homage to some of the most emblematic designs of all times – emblematic for their functionality, attractiveness, aesthetics and timelessness. If a design is conceived in a strategic, social way, in addition to bringing value to people, it will construct an asset essential to the brand.