Jony Ive kept design simple at Apple. He's now embracing his 'ornament era.'

Jony Ive, former chief design officer at Apple, is entering a new phase in his career—what he calls his "ornament era"—through his independent design agency, LoveFrom. In a recent fireside chat, he acknowledged a shift from the minimalism that characterized his work at Apple to a more diverse and intricate design approach. His current projects reflect this change, including the ornament logo for King Charles III's coronation. Ive's collaboration with a wider range of creatives marks a significant evolution in his design philosophy.

His work at LoveFrom is informed by a diverse team of industrial, graphic, and sound designers, as well as architects, typographers, and musicians.

Jony's ornament era emphasizes a departure from minimalism and simplicity towards a more complex, decorative approach in design.

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