In this case, the board was given a different assignment. They were sent out into the city to look for examples of design and communication that truly make a difference, and then present their findings when they returned. I joined one of the groups, and this is what caught our attention.
I walked the streets looking beyond the obvious attractions, searching instead for graphic design, typography, signage, logos and visual identities. They tell a story about a place just as much as its architecture or food.
In Germany, I am always drawn to the tradition of clean, functional sans serif typography. The influence of Swiss modernism is unmistakable, with clarity, precision and timeless simplicity.
In London, it is the creativity of packaging design and typefaces that catches my eye. Brands are often rich in personality, heritage and storytelling.
Northern Spain feels different again. Here in the Basque Country, the design language seems cleaner and more restrained than in the south. In southern Spain, I often get a more playful impression, with expressive logos, vibrant colours and a freer visual style. Here, logos are more minimalist, and typography is trusted to create identity and emotion. Sometimes, the font itself is all that is needed to make a lasting impression.
Communication has become one of the most important competitive advantages in business today. Exercises like this sharpen the way we observe, think and communicate as leaders.
