Beauty as the foundation for design vision

Often, design is dismissed as something merely decorative—a superficial layer meant to please without deeper meaning. While some projects may fall into this category, such a view is misleading. True design should aim for beauty, not just what is pleasant, fashionable or trendy. Content-driven design also risks falling flat if it lacks beauty. Beauty is not optional; it is essential for us to thrive.

This distinction is as old as Greek philosophy, where thinkers like Plato and Socrates separated true art—which shapes virtue and enriches society—from fake art, which deceives and weakens. For designers, beauty must remain central, shaping work that resonates far beyond function.

Below, I share three projects that demonstrate how beauty in design creates vision, meaning and longevity.

University of Waterloo School of Pharmacy, Kitchener

On a visit to Kitchener, I passed by the University of Waterloo’s School of Pharmacy—a project I helped shape nearly two decades ago as Creative Director of Gottschalk+Ash Int’l with HPA Architects.

The building’s curtain walls are wrapped in 900 unique images of medicinal flowers, reflecting the role of these plants in pharmaceutical research. Canadian artist Sky Glabush reinterpreted the drawings, which were then sealed between layers of glass through a specialized process. Done poorly, it would have been an eyesore for 50 years; instead, the colours remain as vivid today as when first installed.

This bold approach transformed the building into a landmark, sparking redevelopment in downtown Kitchener, where companies like Google and Deloitte are now located. The project was high-risk—once fabricated, no correction

Deutsche Bank Logo, 1974

In 1974, Anton Stankowski designed the now-iconic Deutsche Bank logo, marking a radical departure from the heraldic crests and lions typical of financial institutions at the time.

The design—a square symbolizing stability and a diagonal line suggesting progress—was initially criticized as cold and even grotesque. Yet within a year, it was recognized as modern, progressive and empathetic. Its enduring relevance for more than 50 years shows how geometry and abstraction, when guided with meaning, can embody beauty and redefine an industry standard.

This logo’s longevity is proof that visionary design is not about trends but about clarity, balance and symbolism that resonates for generations.

Casey House HIV Hospice, Toronto

The illuminated pylon created for Casey House in Toronto demonstrates how art and design can merge to embody compassion.

Unlike conventional healthcare signage, the pylon—a three-dimensional assembly of oblongs in varying red hues—is monumental yet intimate, tactile yet optimistic. Casey House itself was founded on compassion and empathy, and the pylon reflects those values through its scale, colour and warmth.

It became a life-affirming symbol of hope, optimism and passion—an example of beauty that humanizes healthcare environments and communicates care at a profound level.

As designers, it is our responsibility to push the boundaries of what is possible. Beauty demands time, clarity and intention, yet it is often overshadowed by quick fixes or sensational trends. True beauty endures. It enriches not only the designer but society as a whole.

To design with beauty is to create work that lasts, inspires and uplifts—and that, ultimately, is the foundation of visionary design.