New book The Way to Design looks to teach designers about business


The log has been written by entrepreneur Steve Vassallo to help guide intriguers in setting up their own businesses, and also teach start-ups and big companies how to value chart.

A new digital and print design book and manifesto has launched, which aim to take a turn for the better designers’ knowledge of business and problem-solving skills.

The Way to Design has been listed by Steve Vassallo, general partner at Silicon Valley venture funds firm Foundation Capital and previous design engineer at consultancy Ideo.

“Designer-founder” concept

It is focused around the idea of the “designer-founder”, and aimed at those with a creative out of the public eye who want to become entrepreneurs or who have learnt business acumen exceeding time.

It details how designers can make the transition to “designer founder”, based on communication from creatives who went on to set up their own businesses.

As well as being try for at designers, it provides advice for businesses that want to make their fellowships more design-led and the benefits of doing so.

It also puts forward the position for purposeful design, explaining how designers can create work that is “axiom” and has “meaningful impact”, says Vassallo.

Insight from the book is entranced from nine months’ worth of research based on real-life sagacities and interviews with design entrepreneurs, design academics and founders of design-led suites such as Pinterest and Airbnb. It is split into six chapters, and also encompasses a focus on the late Apple co-founder Steve Jobs.

“Bring concepts to life story”

UK-based design studio Human After All has designed the print rules, digital pdf and accompanying website, working with illustrator Christopher DeLorenzo to “yield b set forth the book’s concepts to life” and create a “coherent, united visual argot”, says James Round, senior creative at the design studio.

The create features a bright, multi-coloured palette, alongside a bespoke, hand-drawn typeface based on DeLorenzo’s handwriting, and varied enlarged, pull-out quotes. Chapters are colour-coded and attributed their own figures. The design was also inspired by blogging websites such as Medium, All over adds.

“A demand for designers to be multi-disciplined”

“We wanted to make it look get-at-able,” he says. “We didn’t want it to be immaculately-gridded and minimal. It needed an edge of playfulness to it, but at the selfsame time not to look frivolous. Designers should be able to sit down and be suffering with a really nice experience reading it.”

On the value of the book, he adds: “Nowadays, there is a behest for designers to be fairly multi-disciplined. The Way to Design will help push how enterprises such a Facebook and Twitter use design successfully.”

The Way to Design had an initial text run of 100, and a second print run is not yet confirmed. It is available to download as a pdf and view online for spare. It has currently reached 30,000 website readers and 5,000 pdf downloads.

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