The evolving role of ‘design’ in the world of today

Leading industrialists discuss their understanding of the word ‘design’

For many years, the term ‘design’ in the world of business referred mainly to the aesthetics of a product. Today, ‘design’ has become a concept which represents much more than just a drawing; it has come to reflect the outline of the brand identity, which understands every aspect of a company and its interaction with its customers.

A brand worth remembering is a brand with a unique personality. This is why design has evolved into a holistic blueprint transcending the product itself to encompass all other elements revolving around it.

Executive interviewed several designers to understand the role that this evolved concept of ‘design’ plays in their companies and products, and the resulting effect of employing design on their brand.

NABIL KETTANEH - CHAIRMAN & CEO OF KETTANEH GROUP

“German car manufacturer Audi AG considers itself a global design patron and a responsible employer. At Audi, conventional ways of seeing and thinking are continually challenged in order to advance the company and play an active role in shaping the mobility of the future. An Audi cannot, and should not, be purely fashionable, particularly since trends are not set in stone. Rather, it must be timelessly modern. Audi is a company which considers commitment to design as part of its DNA.

As a progressive car manufacturer, Audi is constantly developing its design philosophy with each new generation of models. Audi’s refined language and philosophy of design focuses on a strong link between technology and design. The Audi models of today are intended to be tomorrow’s icons. Every Audi has the same genetic code: distinctiveness with the aim of striking an exciting compromise between emotion and reason, aesthetics and efficiency, as well as sportiness, progressiveness and sophistication.

Audi designs seek inspiration globally. Ideas might arise from observing an innovative house, a classic piece of furniture or a sensational dress. The Audi designers have to have their fingers on the pulse of the times and are guided by a variety of influences – be it from nature, architecture, art or film. The overriding goal is to give the product the characteristics of the brand with the four rings.”