I love it. What is it?: The power of instinct in design and brandingTurner Duckworth and Gyles Lingwood

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The internationally renowned design agency Turner Duckworth presents stories and advice gathered from working with the world’s biggest brands

No other design company has worked with as many significant brands as Turner Duckworth, the company behind the visual identities of Amazon, McDonald’s, Coca-Cola, and even Metallica. I love it. What is it? showcases Turner Duckworth’s philosophies, learnings, and adventures from more than three decades of working with major brands and presents the firm’s unique and optimistic outlook, along with hints, tips, and the inside scoop on what makes successful brands tick.

The book, a fascinating anthology of essays, think pieces, and 150 color illustrations that explore the power of instinct in brand design, includes a selection of their familiar but captivating work alongside 20 contributions from leading voices of the design, business, and marketing worlds that explore creativity, instinct, failure, and more.

Features texts from leaders in the fascinating but often-hidden worlds of design and branding, including: Moira Cullen (Former Design Director, Coca-Cola North America); Morgan Flatley (Executive Vice President, Global Chief Marketing Officer and New Business Ventures, McDonald’s); Linda Lee (Chief Marketing Officer, Campbell Meals & Beverages); Stefan Sagmeister (Designer, Sagmeister Inc.); Jessica Spence (President of North America, Beam Suntory); and more.


  • Format: Paperback
  • Size: 240 × 170 mm (9 1/2 × 6 3/4 in)
  • Pages: 272 pp
  • Illustrations: 150 illustrations
  • ISBN: 9781838666064

Turner Duckworth is a design agency that creates unmistakable identities for the world’s leading brands. They have won countless top awards, including the inaugural Cannes Grand Prix for Design, the D&AD Collaboration Award, and induction into the Clio Hall of Fame.

Gyles Lingwood is Professor of Business Creativity at the University of Lincoln, UK. Lingwood’s creative client work has been awarded by D&AD, British Interactive Media Association, and the US Creativity Awards.

‘Full of anecdote, philosophy, and insight, you really will love I Love It.’ – The Guardian

‘Full of great imagery…and plenty of anecdotes to keep you reading whether you're an agency veteran or new to the world of branding and design.’ – Creative Review

‘[A] mélange of graphics and images, reflections on beauty, inspirations, and apt quotations.’ – Interior Design Magazine

I love it. What is it? explores how design and creativity are key to building great brands and businesses. A must read for leaders everywhere.’ – Rishad Tobaccowala