Abstract + Imperfect

SouthbySouthwest... It's a thinker's paradise and a commuter's nightmare. The conference has grown to be more than a music festival for the undiscovered or a red carpet for indie films, SXSW is a petri dish for new trends and ideas; a breeding ground for what's next. Last year we scoffed at the idea of cryptocurrency; now people are trading it like Pokemon cards. 

...Back to design! There was a prevailing design trend that made me think. It was abstract, imperfect, unpolished, unkempt. (i.e. adjectives to avoid when describing your new boyfriend to your grandmother) We've seen previews to this style with Dropbox's 2017 rebrand and Bumble's outside-the-lines typography. It's random, lawless and a little anarchist but when plastered on sides of buildings and lit up on big screens, the combination of color and shapes is actually inviting. All of a sudden we're forgiving of the imperfections and accept it as DESIGN. Maybe we're lazy or maybe we're learning to hug out indifferences like North and South Korea. 

The takeaway - design can be imperfect and that's not just okay, it's become a preference! Let's loosen our grip on alignments, character styles and leading between lines. Your scribbles and and splotches are invited here. If you get a wild hair, take some time to color outside the lines. 

Bumble's outside-the-lines typography

Kelly Wynne Pastel Principles

Dropbox Fall 2017 Rebrand

SXSW 2018 Branding