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Journal

Keep up to date with our team. The journal will feature work that inspires our team, updates on projects and musings on design and branding.

Creative Director Sash featured in this weeks AGDA newsletter

This week our Creative Director Sash, was featured in a monthly AGDA newsletter. Gain a holistic insight into Sash’s career from his plunge into the design scene in New York City to the founding of Principle Design. Learn about Principle Design’s goals and intent for the studio in years to come. View article here.

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Speeding Up Science

Check out Ichthyologist Brian Sidlauskas research expedition of the little-known Cuyuni River region of Guyana in South America. Brain uses Facebook in his quest to discover the species of the fish he has found. Through tagging fellow academics in the uploaded images of the fish, he is actively calling out to his peers in helping […]

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Michael Wolf : Architecture of Density

This beautiful photography series from Hong Kong based Michael Wolf details highly populated inner city skyscrapers and apartment blocks. The complex repetitions of geometric shapes and diluted colours result in a visually absorbing collection of large scale images . See more of Michael’s work here.  

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Where The Comic Book Font Came From

In this great video from Vox, Phil Edwards investigates the origins of the font and finds an aesthetic shaped by comics culture, technology, and really cheap paper. Watch it here.

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Michael Beirut rethinks Yale School of Architecture Posters after 18 Years

We came across a great article from It’s Nice That deconstructing Michael Beirut’s recent rethink of the posters for Yale School of Architecture after 18 years. Michael says of the posters “Over 18 years the previous posters became intuitive, and morphed into different things. Even though these first four of the new series set a […]

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Milton Glaser in the New York Times

In this inspiring article from the New York Times, legendary designer and Principle Design mentor Milton Glaser speaks of the problems facing New York in 2016 and design’s potential to create positive change within our communities and the wider world. He says of his famous I ♥ NY logo ” I knew that what you’re communicating was […]

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Melbourne Design Awards Presentation

Thanks to Melbourne Design Awards for a great design awards presentation on Wednesday evening.  It was great to chat to the other award winners and to pick up our 2016 trophies. Here is a photo of Sash and Emily just after they collected our four awards! We love this award winning project from Ewert Leaf […]

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Think Asia Featured on Brand New

Principle Design’s identity for Think Asia was featured on this week’s ‘Friday Likes’ on Brand New.  We love Brand New’s description of the identity as “an unconventional typographic concoction that is bold, stylish, and Asian-ish in a non-obvious way” You can read the Brand New article here and find out more about the Think Asia project […]

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Tetsujin Bar & Restaurant Features in Artichoke Magazine

Our collaborative project with Architects EAT was featured in Issue 55 of Artichoke Magazine.  It’s a great feature with an explanation of the concepts behind the design and interiors and stunning photographs of the restaurant by Derek Swallwell. Ella Leoncio writes: “A full-sized Tetsujin figurine – the animated iron man character that the restaurant is […]

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Melbourne Design Awards 2016 Winners

We are excited to announce that this year we have been awarded four Melbourne Design Awards. Our vibrant ‘Order vs Chaos’ inspired environmental design for Tetsujin Bar & Restaurant was awarded a Gold Award and Moroccan Soup Bar, Emerald Hill Residence and Enquire Within each received a Silver Award. We would like to say a huge […]

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