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, lessons, 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.

With 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.

Designed by Andy Baron and Robert Williams

Published by Phaidon Press, 2024

Softcover, 272 pages, 150 images, 9.5 × 6.75 inches

ISBN: 978-1-83-866606-4