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005 CAP Identity

an Interview with Daily Dialogue

The Munich-based studio Daily Dialogue is responsible for developing CAP’s identity. We had a chat with the team to learn about their creative process, design fetishes, and take on short attention spans.

What is Daily Dialogue?

Daily Dialogue was established in late 2015 as a channel for creative outcome which developed itself to become a design studio as well as a platform for cultural projects. We work on commissioned projects and initiate collaborative projects on an irregular basis. Besides that, we are teaching graphic design at the University of Applied Sciences in Munich.

In 2019 we expanded our studio by adding a web development department. For us this means a logical next step and we are looking forward to apply our high quality approach in the digital world.

 

How did you first approach the development CAP’s identity?

The numerical system was sort of established. The department 008 with its idea of a fictional hotel was a good starting point, we imagined a hotel elevator with all the beautiful numbers for each floor. This lead to the idea to define the identity by a flexible system of numbers.

 

After completing the project, how would you describe today CAP’s identity?

We would describe CAP’s identity as informal and sophisticated, not restricted by heavy guidelines and with a good sense of humor.

 

How did the numerical organisational system affect you design?

The numerical system helped define the outer frame from the beginning. Every application can evolve from a strong breeding ground.

“We would describe CAP’s identity as informal and sophisticated, not restricted by heavy guidelines and with a good sense of humor”.

Do you agree with Paul Rand’s quote – ‘there is no such thing as bad content, only bad form’? How important is content to design?

Not at all. It’s our role as designers to discuss with our collaborators if we believe the content is weak. We need to advise and bring good content to strong form.

 

Has design the need to be catchier than ever to maintain short attention spans?

We don’t really think too much about that, since we are not only designing for the instagram audience. When you design identities, books, artworks or websites our outcome has to live much longer and therefore doesn’t necessarily need to attract anyone within the first second. Not that it’s bad if it does, but it’s not the first priority. We believe that good work overstays short attention spans and develops it’s quality over time.

 

Do you have any design fetishes or obsessions?

Black, white and typography with nice contrast.

 

Favorite designers?

Mevis van Deursen, Jonas Voegeli, OKRM, Our Legacy, Comme des Garcons

 

How important is humor in design? 

Very important, yet it needs to be on a level where it’s not the first thing you are interested in. There should always be elements to explore so the fun lasts longer.

"Our role as designers to discuss with our collaborators if we believe the content is weak. We need to advise and bring good content to strong form".