Frustum regards design as a process that reflects the origins and formation of life, including its socio-cultural composition. Going further, we can see that design is used to connect unknown relationships, and that is the main intention of our brand.
In this way, design is not just a purposeful activity only concerned about the outcome, but the key to greater inspiration and more creative possibilities in our lives. This is the vision that Frustum pursues, and it has everything to do with our business philosophy, as well as our entire development plan.
Our design brand has been established around the concept of “invisible non-visibility” in order to deepen people’s understanding of life’s inner essence, as well as its external expression. This kind of design can strike a chord deep in your heart, inspiring you find the bridge between the reality and the spiritual world. That’s why we consider its “inner architecture” as our “meaningful path.”
LOGO CONCEPT AND DEVELOPMENT
The design process is an approach to exploring the unknown in order to draw a line between the visible and invisible. The creation of design isn’t about making something new, but a reflection on our life and how to awaken to it in a different way.
An object’s color is a direct representation of the characteristics of the object itself. Frustum’s brand color has evolved from the sensual and subliminal influence of our connection with nature and all of life. It doesn’t only tell the story of our brand, but more importantly, expresses our senses and moods as a philosophy of color.
Text is used to deliver cognition as well as information, while fonts speak for word itself: the typography communicates profoundly through the integration of experience and understanding. Design works as a medium to represent the interaction between the people and the object. And both the font application, as well as the development of Frustum’s font, speak to the aesthetics and utility of the text.
The application of design is the evolution of an architectural concept combining a cognition of reality with a 2D structural world that includes what is solid as well as what is absent, or void. In this structure, the tension between these relative concepts will create more layers according to the change of proportionality: quality and quantity, time and space, existence and emptyness, etc. In this way, the application design is like a spatial design that generates other substructural connections, where depiction imbues them with vitality.
Environment and culture, life and work, and the “internal and external contradictions” in front of us are the source of our design. The contradictions to harmony, the pauses with breakthroughs, and the various rhythms prompt us to find a balance through our interactions with the world, and this is what FRUSTUM design pursues.
FRUSTUM SPACE DESIGN
To make our interior design an environmentally sustainable one, we define Frustum’s design space as a “ culture content creating space, ” where our daily behavior and the development of this space function as two pillars, and their mutual influence will enrich the “language of space,” as well as be a benefit to designer products. This maintains the connection of people and space in dynamic ways, while their relationship exists in an “ UNDER CONSTRUCTION” state, by way of our spatial design.
FRUSTUM’s visual culture is based on the characteristics of brand language. We record life with our subconsciousness instead of thought. When you open or close the shutter, you play with the gap between interior and exterior reality. “The True Image,” “Out of Focus,” and “Between Movement” are three parts of a visual story that paints a picture of FRUSTUM’s aesthetic theory.