Exercises

Brand New featured some great non-commissioned projects.

Some designers question why other designers do this: Wouldn’t the time and energy be better spent designing something probono for a nonprofit? Yes, probably. But how else is one going to satisfy the longing for designing for our dream clients? I love fake design projects: They are the equivalent of hitting the gym and lifting weights to get stronger, leaner, meaner — it may not always be pretty, but eventually leads to results.

I agree. These type of projects don’t deal with the considerations and personalities that a real client commissioned design project would. In that way they may not be great designs in the truest sense of the word, but they are made by great designers. These types of exercises are perfectly acceptable in school and everyone knows continuing education is important. I especially love the American Airlines design.