SIX MEMOS/概念品牌设计

In his "Six Memos for the Next Millennium", Calvino proposed five characteristics the new millennium literary works should have. Namely lightness, quickness, exactitude, visible and multiplicity. Of cause, these five qualities are not easy to achieve.

In my understanding, I’d like to look upon these five qualities as five 'prescriptions'. If you want to get a certain quality, you’ll have to collect all the ingredients which constitute the prescription, then you’ll have the quality.

I try to analyse all the five qualities, and found that each quality has its own special ingredients, such as "knowledge", "one arrow from Cupid" and "a song from mermaid", most of which are very abstract and kind of like magic. Therefore, this is not just a simple branding design, and also an interact with the audience, or a conversion of thought.

If all the qualities in the world could be obtained by the compound of ingredients, would it be interesting?