BRND Studio

In the early days of Apple, Steve Jobs was frustrated that the Apple symbol was being overused across applications. Upset, he instructed his Design Team to start finding alternatives. It was this mandate that led to the inclusion of one of the most significant symbols on the keyboard— one users have come to so clearly associate with the MacBook.


Susan Kare was a Graphic Designer working at Apple Computers at the time. Kare is known to have famously created some of the most iconic icons that still exist on the Apple interface today like the pail of paint, paintbrush, lasso, pencil, eraser etc. …

One man named Alphonse Chapanis.

Last week, we wrote about the mystery of the B17 Bombers that could survive air raids, but could not seem to land. That is, until the intervention of not one, but two Psychologists — Paul Fitts and Alphonse Chapanis.

Now designers may have heard of Fitts from a little thing known as ‘Fitts’ Law’. For the non-designers reading this, Fitts’ Law states that the time it takes a user to move a pointer from A to B, is a function of the distance between A and B and the size of B. In simpler terms, the smaller the target and greater the distance, the more time it takes to hit the Bulls Eye. …

“Guts and backbone of our aerial offensive.”

“She’ll not only get you to the target and do the job, but she’ll fight her way out, take terrific punishment and get you safely home…”

“It’s a regular Fortress…a fortress with wings…”

“Too much airplane for any but super-pilots…”

These were just some of the statements used to describe the B17 Bomber, a.k.a. The Flying Fortress, a menace in the sky and the pride of the US Army Air Corp in World War II. Pilots would navigate the skies, weaving through and tearing down Japanese and German forces, surviving shrapnel and bullets, before making it back as “…a series of holes held together by ragged metal”.


BRND Studio

BRND Studio uses an integrated framework of Design Thinking and Human-Centred Design to build innovative solutions and solve complex, ambiguous problems.

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