DDX Dubai 2026 was an absolute experience: two unforgettable days filled with nonstop conversations about design, AI, and the future we’re building together. Edenspiekermann was right in the thick of it with our own booth. The cherry on to was the talk our founder Erik Spiekermann held in which he shared Lessons from over 40 years in design.
Erik’s talk, aptly titled "Typomaniac," cut through the noise of "exponential times" with a grounded reminder: Branding is simpler than you think. We recognize color, rhythm, and repetition long before we parse messaging. Typography, in his view, is a nervous system—it wrks best when you don’t notice it consciously.
Five Lessons for Design from Erik
Don’t work for assholes, and certainly don’t work with assholes. Culture and mutual respect are the foundations of great work.
One simple idea can last forever. Complexity should lie in the execution, not in the core concept.
The solution is often looking right at you.
Mistakes are inevitable; the trick is to make them work for you.
Work is a gas; it fills any given volume.
Bridging Cultures: The Logic of "Heartware"
Designing for a bilingual future—such as the transition between Western and Arabic brand systems—requires a visual bridge that respects the unique rhythm and legibility of different scripts. Using the Audi corporate design as a benchmark, we see that maintaining a brand’s "radiance" across cultures is achieved through consistent character rather than mere translation—ranging from the letterforms for the BVG to the Audi logo in Arabic.
Results Over Intentions
Ultimately, we are judged by the results of our work, not by our best intentions. In the world of high-stakes product delivery, nobody listens to excuses. While you have to learn to live with disappointment and mistakes, always trying your best to create order ensures you can live with a clean conscience. Design must provide a clear direction for the world, rather than just adding to the noise.
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