They analyzed the shapes and cleaned them up into digital characters. To design LoveFrom Serif, Ive’s team studied original Baskerville punches and matrices. It’s easy to reason why Baskerville’s perfectionism resonates with Ive. He even formulated an improved ink and experimented with new papers for the task. He obsessed over not just the design of Baskerville, but of the crafted execution of the individual metal “punches” that pressed each letter, to ensure the printing was sharp. Baskerville was a trained calligrapher, and wanted to elevate the quality of book printing. Years in the making, LoveFrom Serif builds off of the famous Baskerville typeface developed by English businessman John Baskerville in the 1700s. “And it speaks to our respect for the past, and that informs our work for the future.” “Because it really does span the physical world and the digital world,” he says. In truth, Ive considers this typeface, not the Terra Carta seal itself, to be LoveFrom’s first public release. “And I actually think it represents an impediment to doing new, useful work.” “I think the demarcation between different design disciplines is often arbitrary,” Ive says.
And you have a sense, I think, of optimism. “Just immediately when you see it, it feels vital, it feels alive. And I think we wanted to create a far more gentle piece of work,” Ive said in an interview with Fast Company. In a way, I think they speak to being quite exclusive. Ladybugs crawl over the words Terra Carta. Birds, bees, and butterflies float through a weave of flowering vines. The seal is organic, covered in filigree and fauna to celebrate the natural world. (The seal is awarded to companies that distinguish themselves in the realm of sustainability.) Alongside his team, Ive developed a seal for Terra Carta, an environmental initiative spearheaded by Prince Charles. In comparison to the sexy round curves of previous iPhones generations that were designed under Ive, even the angular design of the iPhone 12 and iPhone 13 makes the latest Apple smartphones less susceptible to cracking when the device is dropped.But Ive’s first public project since founding his own design collective, LoveFrom, is an aesthetic 180 from what you might expect.
#APPLE PRODUCT DESIGN IMPROVED SINCE JONY FULL#
The new design of the recently launched 2021 MacBook Pro 14 ( preorder from US$1,999 on Amazon) and MacBook Pro 16 with a full SD card slot, a MagSafe connector and an HDMI 2.0 port may also be indicative of Apple's decision to make its products usable instead of just beautiful to look at.
#APPLE PRODUCT DESIGN IMPROVED SINCE JONY TV#
Webb says that the redesigned remote of the Apple TV for example is more intuitive than the previous generation.
Practicability has certainly played second fiddle at Apple for many years, but according to a column by Bloomberg writer Alex Webb, this has changed since Jony Ive left the company in 2019, which is when Apple decided to prioritize function over form. Since 2016, Apple has been selling its flagship line of laptops, the MacBook Pro, with severely limited native connectivity which had been reduced to USB-C Thunderbolt ports and, ironically, a 3.5mm headphone jack. But here have been more highly criticized design choices, like the Apple Magic Mouse which has to be charged via a Lightning port placed on the bottom side of the device. After an initial outcry, most smartphone brands have since followed the Cupertino-based role model in this regard. Remember the controversial decision to release the iPhone 7 without a 3.5mm headphone jack, but to instead ship it with an according Lightning adaptor. Over the last decade or so, Apple's product designs have proven to be pivotal for the entire tech industry.
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