On Design — Why Are We Overcomplicating the Branding Process?

Ask 20 people what design means and you will get 30 answers. Ask them what branding means, and you will get 40. For some time now, design hasn’t been neither about simplicity, nor problem-solving, nor aesthetics. It used to occupy the sweet spot between science and art, taking enough philosophy from both worlds, but now we’re drowning in overly complicated frameworks and processes.