How to design with wit

The designs that have had an impact on me are very different projects, but the common element among them is a sense of wit, playfulness and thoughtfulness. Classics such as FedEx, V&A, Pirelli slippers, i-D magazine covers, the Mexican 1968 Summer Olympics, Tate, Shelter, the Tusk Conservation Awards and MIT Media Lab all give a sense that the designer has gone beyond the conventional answer to find something extra. 

They’ve injected joy into the work, and the viewer gets some of that joy at the other end, even years later. They’ve all had an impact on me, on the world of design, and on the wider world. Otherwise why would so many still be around? For me, that’s what it means to truly make an impact.

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Formerly creative director at hat-trick design, Studio Sutherl& founder Jim Sutherland has headed up rebrands for clients in a huge variety of sectors, including the Natural History Museum, Wimbledon Lawn Tennis, Williams F1 and Prostate Cancer UK, winning around 150 professional awards in the process. He's also a judge of the Brand Impact Awards.