What is a good concept?

A good concept is…

…evident,

…yet strange.

A good concept is…

…received with excitement…

…unaware of its hidden, potent ingredients.

…and lives…

It is contagious…

…it’s own life…

…in our imagination.

A good concept…

…is something everyone wants,

…something everyone

wishes that they could do…

…and something we all seek.

In a good concept…

…we hear an echo from our oldest myths

…and we see the outlines

of timeless stories.

A good concept…

…reminds us of our dreams…

…enhances and empowers…

…it reflects an image we recognize…

…albeit skewed and unexpected…

…it invites play

…and may challenge you.

At it’s core, a good concept…

is about understanding something

…immediately

concept = grasp

…grasping something immaterial..

…and getting excited about the possibilities of that grip!

Imagine our world without these concepts:

Democracy

Public Libraryall knowledge available, for everyone, for free

…and finally, a few classics:

It is. Are you?

- the Independent

Think Different

- Apple 1997

Perception. Reality.

- Rolling Stone, 1985

The instrument of the immortals

- Steinway & Sons, 1919

Made by:

!

Tomas Ramberg Creative Advisor and Art Director !

with gratitude to all the reproduced images available on the www.