Some years ago I told my friend Tobias Mayer that there had to be an alternative to…
Translated from "Guiso gráfico con liqueed" by Gabriel Lopatin
The process of designing a logo usually starts with a brief. My experience goes along that path, due to the formal education I've had. But for this project I didn´t…
Truth is always given relative to a conceptual system and the metaphors that structure it. Truth is therefore not absolute or objective but is based on understanding.
Lakoff and Johnson — Metaphors we live by
The most natural fit for a liquid world seem to be liquid teams. Who’s in a team? And who’s out? Most solid organizations have some senior role who is entitled to decide for others where they should belong. X decides if Y is going to work with Z in project W. A more autonomous approach is…
Although most aspects of our lives keep liquifying, some still rely exclusively on solid standards. In order to invoice others for our work, liqueed needs some kind of legal incorporation. We live (and mostly work) in Argentina now, so we are bound by its laws. There aren’t too many options…
Is it about marketing? A dictionary entry relates the term to “promoting and selling.” Not our main concern. Maybe branding? Nah, the focus of the entry is again on “promoting.” I personally despise the notion of manufacturing consumers. What’s more, I truly believe that what we do for a living could make this…
Zygmunt Bauman nailed it years ago. Liquid is the new solid. The first modernity sought to erect solid, eternal buildings. Ideas, factories, ideologies were supposed to last forever. The larger, the mightier. The mightier, the better. And then it all changed.
Ari,David, Paz and myself have created liqueed today. We don’t have a webpage, we don’t have a logo, and we don’t care, because we know we will. We intend to tell the tale, our tale, through this blog/publication. Perhaps because you care about us, perhaps because you like peeping into the life of a new…
