Designing From Scratch

When I think of expressions like “designer clothes” or “designer furniture”, the word “design” seems to be on everyone’s lips these days. Originally, design meant the external shape and colour of an object. Nowadays, it carries a multitude of meanings.


So what’s the essence of design, and what’s its role at SCOOP & SPOON?
How does design emerge from seemingly nothing?


In truth, design doesn’t start from scratch. Designers aren’t painters standing in front of a blank canvas. Behind a design, there’s always a brand, or, at the very least, an idea. Every line, colour field, headline and text field, all of this reflects the brand, gives it shape and personality, represents its identity. A designer always starts with this backdrop, takes advantage of a large package of information and works with a set of requirements.


The way I see it, art is something different. The painter stands in front of a canvas and the sculptor in front a block of stone – both create something completely new. The designer, too, creates something new. But the difference is that they incorporate prevailing circumstances – such as a company, a product, a brand or an idea – into their work. The artist and the painter, they can move outside of a particular framework. But the designer must move within them. This daily confrontation with different frameworks is what excites us and inspires our creativity.


At SCOOP & SPOON, design isn’t just graphic design. It’s creating technical solutions with the help of visual implementation. Technology is made usable and tangible, and it becomes a marketing instrument that can be used flexibly and efficiently. For this to work well for the consumer or the user, you need a well-oiled machine with a number of cogs that can be turned and optimised.


Graphic design is a language that needs to be mastered like any spoken language. Imitating something is relatively easy. Redesigning something is difficult. But once it’s there, design seems to come almost naturally, as if it were a matter of course.


When I get on my bike to go to work, the design process starts in my mind: fields are moved back and forth, a title block is shifted. It’s the same when I go home. A design process has no beginning and no end, it never stops. It’s always in an intermediate state, always evolving. This urge to create is driven by the brand, the idea – it’s a living organism, never stagnant. “The design”, this static illusion, exists only as a momentary snapshot. As a whole, design is flexible and requires adaptations that run parallel to the brand or are in sync with it. The brand is never stagnant.


It’s a given that creativity and playfulness shouldn’t be neglected. Only the interplay of creative freedom and being open to the brand and the service, that’s what ultimately makes for good design.


– Bernhard, Head of Design Vienna