A Chair Called Clarity
Sitting here in front of my computer I recently stumbled into this sleekly produced video from Allsteel for a chair they call “Clarity.” Like most people, I spend a sizable chunk of my life in a chair, and the word “clarity” happens to be part our company tagline and key to our branding philosophy. So I kept watching.
I was drawn initially into the video’s seductive juxtaposition of line and type, but it was product designer Patrick McEneany’s succinct description of the Clarity chair that really hit home.
“With Clarity we wanted to eliminate all of the unnecessary features and functions of the chair and really focus just on the pure, timeless, essential design,” McEneany says.
There is something about this chair. Every element that isn’t essential has been taken away, and what remains is indeed pure and timeless. Clarity functions beautifully on both the practical and aesthetic levels.
In design, in branding, and in life, achieving this kind of balance and this level of simplicity is not at all simple. It’s a reductive distillation process, a clearing away of any element that isn’t absolutely necessary to the product you’re trying to build or the story you’re trying to tell.
If my company was a chair, I would want it to look and act something like this. Clarity – I love that word, and I want this chair.