What Aristotle already knew

Phoenix Design has been active as a design and innovation consultancy for 31 years according to the philosophy of “Logic, Morals and Magic” – today, for tomorrow. It’s a unique philosophy, since these terms are rather unusual in a design context. So where does it come from?

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  • 2 – LOGIC: The art to penetrate the complexity of variables and to draw the right conclusions for our customers.

    2 – LOGIC: The art to penetrate the complexity of variables and to draw the right conclusions for our customers.

    Credits: Phoenix Design

  • 3 – MORALS: Our attitude towards solutions characterised by honesty and a sense of responsibility

    3 – MORALS: Our attitude towards solutions characterised by honesty and a sense of responsibility

    Credits: Phoenix Design

  • 4 – MAGIC: More than just the sum of all parts: Products and experiences, touching people and making their lives richer.

    4 – MAGIC: More than just the sum of all parts: Products and experiences, touching people and making their lives richer.

    Credits: Phoenix Design

Logic, Morals, Magic. Strong words with great meaning, easy to speak, though. Phoenix Design has been active as a design and innovation consultancy for 30 years according to the philosophy of “Logic, Morals and Magic” – today, for tomorrow. It’s a philosophy as unique as it is idiosyncratic, since these terms are rather unusual in a design context. So where does it come from?

The inspiration comes from the triad of logos, ethos, and pathos – from Aristotle’s rhetoric. We believe that not only a good speech, but also good design has to consist of these three elements in order to be convincing. So far, so good. But how do we put this into practice?

LOGIC is our performance. It speaks from the mind to the mind. For design only has substance when it is clever and compelling, well thought-through to the last detail. So we understand logic as the art to penetrate the complexity of variables and to draw the right conclusions for our customers. It’s about the rational elements in the process, functionality, ergonomics, material appropriateness. The results of our work are always realistic, realisable and pragmatic. They speak for themselves; their construction, function and benefit can be comprehended intuitively.

MORALS is our attitude – the respect towards the client, the product, and the user. It determines our motivation and the consequences of our actions. For design comes with obligations and a high degree of social responsibility that we have to face anew with each project. Our designs are sometimes replicated millions of times and use up incredible amounts of raw materials – both in their production and in their usage. So Morals represents our attitude towards solutions characterised by honesty and a sense of responsibility: towards ourselves, and towards others.

The term “Morals” also reminds us of our societal and cultural role as designers. We want to design meaningful innovations that serve humanity and that make eminent sense. That’s why economical use of materials, longevity, sustainability, and recyclability have an important influence on our design.

MAGIC ... is inexplicable. It’s the emotional within the functional you cannot copy – meaningful, touching, unique. It is the art to enthuse, the “wow” effect in each product. Magic is more than just the sum of all parts, and it stands for wonderful products and experiences, touching people and making their lives richer. Magical experiences have life-long repercussions, and magical products are loved by their owners their whole life long. We want to fill the world with things that are being loved and that rise above mediocrity.