Ariel Tong, BA Graphic and Media Design, Graphic and Internal Communication Designer at Decathlon Anti-Design can be seen as a growing trend over the past few months. To understand more, I will be talking about where anti-design stems from and how our society is influenced by it and how it is reflected by our drive for it. Decathlon’s branding will be my case study of the post and will show the influences that the design industry has over their branding and visuals.
Art and design have always been a reflection of society. The futuristic style emerges in the early 20th century, most works conveys and portrays an importance of speed, energy and movement. It reflected the introduction of industrial machinery to the world. When the art movement DADA was coming up it was based on World War 1 and the rejection of a capitalist society. Anti-design is an uprising trend popular among many younger designers. It is a way for designers to revolt and create some change from the consequences of COVID-19. Anti-design is a balance between the rules and experimentation of design. It’s seen as “anti” now because it is different from what we are used to. The key aspect of anti-design is the drive from young designers. These are the new batch of designers coming into the professional industry. Anti-design appeals to the younger audience and is the main contrast between the current and future set of designers. The current designers of the industry are looking to implement a minimalist style. This can be seen with the change of logos and branding and much in the creative and corporate world. Design is constantly changing in synchronisation with society. The simple design we know today will become an image of the past soon and the emerging young designers will be brought up to create change and make a difference. I believe anti-design will become a constant style in the future, but what the style itself is, is hard to define. Anti-design can be seen as a cycle within the design industry, with the future batches of designers always wanting to make a difference to the past trend/style. Seeing how the future designers take on their perspective to the industry will be an enticing journey. This journey is important as it pushes, expands and further explores the boundaries of design. References:
Decathlon.design. 2021. Decathlon Design System. [online] Available at: <https://www.decathlon.design/726f8c765/p/71b8e3-decathlon-design-system> [Accessed 3 December 2021]. Graphics, S., 2021. Will ‘ANTI DESIGN’ Takeover The Graphic Design World!?. [image] Available at: <https://www.youtube.com/watch?v=Bv7a3TcxugQ&ab_channel=SatoriGraphics> [Accessed 3 December 2021]. Jamieson, R., 2021. The New Wave of Anti-design Magazines Will Question Your Sense of Taste—and That’s a Good Thing. [online] Eye on Design. Available at: <https://eyeondesign.aiga.org/the-new-wave-of-anti-design-magazines-will-question-your-sense-of-taste-and-thats-a-good-thing/> [Accessed 3 December 2021]. Johnson, M., 2021. Coping with irrelevance | Johnson Banks. [online] Johnsonbanks.co.uk. Available at: <https://www.johnsonbanks.co.uk/thoughts/coping-with-irrelevance> [Accessed 3 December 2021]. Medium. 2021. Less Is More, or How Minimalism Changed Graphic Design. [online] Available at: <https://medium.com/@AprilHQ/less-is-more-or-how-minimalism-changed-graphic-design-b079a6bbb107> [Accessed 3 December 2021].
1 Comment
Robert Urquhart
1/7/2022 12:18:05 pm
'Design today can be described as minimalist, sophisticated, and elegant' it can, but you also do a good job of beginning to explain that there are other options - particularly in the chaos and clutter of online / web that can be anti-design, thanks for sharing!
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