Matjaž Tomažič

Imagine a completely ordinary situation. You step into an elevator; in front of you is a panel with floor numbers. Do you know how to use it? Of course you do. And that is exactly why today I am writing an ode to the elevator—the simplest user interface. The elevator’s user interface, if those few numbers can even be called that, exhibits the highest possible degree of intuitiveness—a quality for which almost no prior learning is required.

The brand is the heart of a company’s communications, and that communication will be significantly more effective if we build a personality for the brand that customers and other stakeholders will recognize across all touchpoints. In June of this year, I prepared a presentation on this for representatives of companies participating in the Competence Center for Design Management 4.0 (KCDM 4.0).