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The thinking beneath minimalism

The thinking beneath minimalism

Hello, it's Orlando again, head of design at underscore and here to share an insight into my favourite design movement. All designers have their styles and influences but personally I have always favoured minimalism because it is an exercise in conceptual thinking and a means to achieve effectiveness through simplification. Minimalism in the art world began in post world War II especially in America in the 60’s and 70’s. It’s a continuation of the conceptual ethereal thinking behind Surrealism, Fauvism, Expressionist but with a departure from the...

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At underscore we get underneath brands, find their point of difference then add weight to their communications, its as simple as that. Our portfolio of work ranges from advertising and branding to mobile, websites and online campaigns.

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