The history of one of the world’s most important brand design studios, Turner Duckworth, is the subject of the new book, I Love It. What Is It?, published by Phaidon in the UK on February 24. The new book tells the shared experience, instincts, and insights behind the three-decades-plus-old studio, founded by David Turner and Bruce Duckworth, through a collection of essays that examine the studio’s most recognisable work, including Amazon, McDonald’s, Coca-Cola, and the band Metallica. I Love It. What Is It? captures the studio’s unwavering belief in instinct, risk-taking, and innovation.
The book was written in collaboration with Gyles Lingwood, professor of business creativity at the University of Lincoln, whose work has been honored by D&AD, British Interactive Media Association, and US Creativity Awards, and features contributions from twenty renowned industry figures, including Morgan Flatley, global chief marketing office and new business ventures, McDonald’s; Moira Cullen, former design director of Coca-Cola North America; Linda Lee, chief marketing officer of Campbell’s Meals & Beverages; Stefan Sagmeister, an internationally celebrated designer; and Jessica Spence, North American president of Beam Suntory.
Each essay in I Love It. What Is It? explores the essence of design and how to harness it through branding, packaging, and art. It’s insider’s guide to what can often be seen as an insular corporate world where high-level decisions about the branding and logo design, and the feel of products and packaging for the many products in our lives, are made.
The end result of the behind-the-scenes stories and thought-provoking images is summed up in an essay by Chris Garvey, executive creative director of Turner Duckworth: “This is how designers think. It’s messy, but it ends well.”
Turner Duckworth has earned countless honours, including the inaugural Cannes Grand Prix for Design, a D&AD Collaboration Award, induction into the Clio Hall of Fame, and even a Grammy. I Love It.
I Love It. What Is It?: The power of instinct in design and branding is available at Phaidon.com.
Sarah Moffat, chief creative officer of Turner Duckworth, commented, “As a company, we’ve never adhered to the conventional practice of having a business plan. There’s no claim to pioneering a radically new approach, nor can we pinpoint a single genius move that propelled us to success. Our foundation is rooted in doing what feels right. To capture the essence of this powerful emotion, we reached out to 20 kindred spirits, affectionately known as Turner Duckworth friends and family, to share their experiences from various aspects of the creative industry.
“This is not your typical agency retrospective or a step-by-step design manual. There’s something in this book for anyone who’s interested in cutting through complex mental clutter and evoking genuine emotions. We deliberately opted for simplicity, steering clear of a high production coffee table book. The upturned corner is an invitation to scribble notes in the margins, while the modest size fits effortlessly on your bedside table. And that’s not the end of the story; it’s just the beginning. Stay tuned for the digital content that couldn’t be confined to the printed pages, expanding the narrative beyond the limits of traditional media.”
