Shib-you-e
A Japanese word that means attractive in it’s restraint.
The polar opposite of the Kardashian’s.
To me, shibui applies to life and in design.
Simple, minimal, and necessarily functional only. Like Braün.
Design and make things that are inherently beautiful, not superficially beautiful. Like a Staedler pencil. Or a Swiss Army Knife. Or pretty much anything Massimo Vignelli touched.