Chris Cureton, Brand Consultant & Designer - Design Greatness
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In Light and Letters

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Art: Art is a skill resulting from study and practice. Craft is an exercised art.

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Brand: Brands are symbols, and branding is the art of symbolizing.

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Creativity: To create is to bring something into existence that hadn't existed before and therefore all living things are creators. 


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Design: Design is the art of balancing idea and form. Giving an idea form is the purpose of design. Balancing form and idea ensures that the idea does not become hidden in the form as well as the opposite. 

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Experience: With each experience, a person extracts knowledge; ideas are picked up, carried around and inevitably become part of the next experience.

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Focus: To focus is to simplify. It is where multiple roads meet and travel the same path. It is framing a smaller part of a whole and engaging with it.


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Greatness: Life is an opportunity to design greatness. Find the greatness within yourself, your surroundings, and others, because when you discover greatness you can begin to design it for yourself.

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Humor: Humor is attractive because it is human. It is human because it is vulnerable. It is intelligent because it understands. It is shared because it relates and delights. It is healing because it calms. 

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Idea: The power of an idea is measured by its ability to be communicated. The stronger the initial source of energy is, the further an idea will spread. 


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Judgement: Judgement leads to separation. The desire to understand attracts.

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Knowledge: Acquirement of knowledge begins when life begins. It is fed by an insatiable curiosity, a desire for creation, and a pursuit of wisdom.

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Logo: A logo is a visual identifier for an idea, person, group, place, and/or thing. As the perception of a logo is subjective, the purpose and greatest benefit of one is differentiation.


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Match: In the midst of adversity, a person can live like a match; taking potential energy and using friction as an opportunity to ignite and share.

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Noble: To be noble is to possess great moral principles, ideals and aspirations. Life and work should be noble.

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Organization: Physically or mentally, organizing begins with discarding. Organization is not about finding more storage space. It is selecting the essentials and discarding the rest. 


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Perspective: Perspective provides the means for change. Looking through lenses that are not our own enables our perspectives to broaden.

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Question: Answers follow questions. Question everything.

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Rhetoric: Rhetoric is part of the process. Without understanding how persuasion works, communicating our ideas and convincing others of their worth becomes a complicated task.


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Success: Defining goals is defining success, and as you are the only person that can define what you desire, you are the only person who can define your success.

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Time: Time is a tool not to be wasted, taken for granted, or held onto.

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Universal: Ideas that spread, scale, and endure the test of time are based on universal principles.


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Value: Understanding an individual is understanding what they find important and useful. Value is subjective.

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Wisdom: To have wisdom is to have lived. Past experiences, when examined, become guidance for the future.

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X-axis: Learning is like plotting points along life’s x-axis. With each expansion of that horizon, a broader view of life is given.


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You: You symbolize a collection of experiences that will never exist again. You are a perspective that will never be seen again. What you do with that is up to you.

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Zoom: To have vision is to not only be able to zoom in and zoom out, but to do so with focus and clarity.