I am a big fan of beautiful, functional design. Even having worked alongside many fantastic designers and art directors for years, I’m still sometimes amazed at their creativity. And whilst I often admire bold and daring design and advertising ideas, I do also firmly believe that sometimes subtle, understated sophistication can bring brilliance to a brand.

The idea that making subtle changes to a design can make an overall big difference is well showcased when looking at typography. The slightest change to a font can kill or create I think. A change in a curve, the addition of a little flick or the weight of the brushstroke can all instantly make a single letter look hugely different.

I love that you can make little changes to something, say a web page, and just by slightly changing the background gradient colour, by customising a button or adding a simple dropshadow, it can go from looking flat to fabulous.
Fonts Torsrus