I love it. What is it?: The power of instinct in design and branding
by Gyles Lingwood & Turner Duckworth
Buy on AmazonThe internationally renowned design agency Turner Duckworth presents stories and advice gathered from working with the world's biggest brands No other design company has worked with as many significant brands as Turner Duckworth, the company behind the visual identities of Amazon, McDonald's, Coca-Cola, and even Metallica. I love it. What is it? showcases Turner Duckworth's philosophies, learnings, and adventures from more than three decades of working with major brands and presents the firm's unique and optimistic outlook, along with hints, tips, and the inside scoop on what makes successful brands tick.…
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"Design is often treated as surface — packaging, advertising, logos. But this book argues for instinct: the gut-feeling, the immediate emotional effect which good design triggers before we can rationalize it. In exploring branding, logos, spatial design, and more, I Love It! What Is It? reframes design not as decoration, but as communication at its most essential. Every object we grasp, every label we read, every storefront or web-page we scroll through — these use visual intelligence to speak to us, to shape desire, identity, belonging. And of course, coming from publishing house Phaidon, it is a beautiful example of well executed design. In a world saturated by sensory stimuli, this book asks us to pay attention by asking why a design works, what it signals, and what it asks of us."
Beautiful Books of 2025 · fivebooks.com