The simplify™ campaign is based on a simple idea: we pick a theme and show three iconographies for it, from the most complex to the simplest. Where the idea gets interesting is that simplest does not always mean best. Sometimes, simpler becomes simplistic and misses the mark. Or, to quote Albert Einstein: “Everything should be made as simple as possible, but not simpler.”
Therefore, simplify™ challenges the viewer to decide when simple becomes simple enough. In some cases, we might force the viewer’s hand by adding an exclamation mark (simplify!). In others, a question mark (simplify?) will reinforce the idea that simplification might not be the best answer. So, take a break from your daily routine and give some thoughts to our triptychs. If you can't decide between second and third icon, we succeeded.
Please send us your ideas for more triptychs!