What You Missed In Graphic Design & Concepting (Masterclass 3/3)

Every graphic designer must learn and master this concept to transcend into becoming a GREAT designer.
In this part 3 deep dive, Chris Do breaks down “Semiotics” and its importance to great design.
In case you missed:
Part 1: • Emmy Winning Designer ...
Part 2: • How Typography Elevate...
FREE Resources here: thefutur.com/f...
🚀 Futur Accelerator
The step-by-step blueprint and coaching program designed to get your creative business off the ground:
thefutur.com/a...
🥇 Futur Pro
The professional creative community designed to grow your personal brand, your business, and your network:
thefutur.com/pro
✍️ Other Courses, Templates, and Tools:
thefutur.com/shop
🎙 The Futur Podcast:
thefutur.com/p...
Recommended books, tools, music, resources, typefaces & more:
thefutur.com/r...
Music by Epidemic Sound:
share.epidemics...
Shorts Playlist:
www.youtube.co...
We love getting your letters. Send them here:
The Futur c/o Chris Do
1702 Olympic Blvd.
Santa Monica, CA 90404
*By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.
--
Host: Chris Do
Producer: Mark Contreras
Cinematographers/Editors: Stewart Schuster @RodrigoTasca & @Tascastudios MOCS Media

[@thefutur]

Catch up on: Part 1: kzbin.info/www/bejne/bX6lkKGtq9J1Y6c Part 2: kzbin.info/www/bejne/f4XGd3mrgLRlprc

[@PhotiniByDesign]

This was absolute Gold! I love that concept with the rotary phone and revolver, I can see why you won an award for that project. Well done folks, your content and time is always appreciated.

[@thefutur]

Thank you!!

[@capyxx04]

As a graphic designer myself I absolutely love this type of content.

[@thefutur]

Glad you enjoy it!

[@guylaineregimbald2914]

I am in for more content on fruitful geeky design. This 3rd part is a good reminder of all the aspects of what communication design is.

[@PeterNankivell]

Brilliant, as always 🫶🏼

[@promise_madu]

I really loved this third part of the series, Chris and Mo. Really good! Especially the Crank Call idea.

[@thefutur]

Appreciate it

[@saistar6737]

Thanks for your videos 😊

[@JaleelBeig]

Domo arigato Sensei Chris!

[@thefutur]

welcome to the Dojo!

[@daynedingman]

I remember reading a story Paul Rand told about the UPS logo he designed. UPS didn’t love the string on the package because they actually discouraged tying up packages for shipping. Rand explained that when his son saw the logo he said, “Daddy, it’s a present!” That’s all it took.

[@thefutur]

I know the story. I think it was his daughter if I'm not mistaken.

[@vladtheimpaler829]

1st one here,,, YES MAN !!!

[@HectorGarciaCPA]

Even as a non-Graphic-Designer; i appreciate this so much. Thanks.

[@thefutur]

Thank you Hector!

[@quinnherden]

Just went through all 3 parts. Absolutely. I would love to see more content about the art of design, from you. Your analytical thinking is warmly received. Thanks for your time, team.

[@aditidhopate]

This is pure gold. Can't thank you enough Chris for making this series. Especially this third part is so special and so priceless, the conceptual design is my most favorite thing. The way you explained it by giving simple examples that is beyond words and imagination. It's soulful for designer like me. It's so on time. Thank you so much billion times Chris 🙏🙏 and thank you so much The Futur team 🙏🙏

[@thefutur]

Thank you Aditi.

[@aditidhopate]

@@thefutur THANK YOU SO MUCH BILLION TIMES FOR ALWAYS BEING SO HELPFUL 🙏🙏🙌🙌❤️❤️

[@leebagshaw5374]

Are parts 1 & 2 available anywhere?

[@thefutur]

In the description.

[@MartinaSmrekova]

A personal issue with deciphering the negative space: I read the negative space of Fed in "e" as a small spoon, like fed as past of feeding ex. Humor is contextual.

[@asherriyaal]

This was an excellent series and you capped it off with some fire!❤‍🔥I just had a conversa with a friend about the importance of meme culture and intelligence the other day, so I like how you used memes to demonstrate semiotics.

[@kingcldotcom]

Getting hooked on a commercial is a bit like when you can't stop watching a really interesting TV show or reading a captivating book. Sometimes, advertisers use special tricks to make us pay attention and feel curious about what they're showing us. They might use catchy music, funny jokes, or show us something surprising to grab our attention. They want us to feel like we want to know more. Have you ever seen a commercial where they start telling a story and you really want to find out how it ends? That's their goal!

[@cosiodesign9202]

Practice safe design... Use a concept.

[@Kumomi]

This is incredible! Why only 17 min I could watch this for hours! Thank you!

[@MarkozArte]

I feel stuck at my current job as a graphic, motion, web designer and sometimes i wish i can just leave and freelance again, but I feel that people out there want everything you can provide and pay less.

[@thefutur]

sorry to hear.

[@affluiz]

Thank you so much! I feel like watching every single video in this channel. You’re an inspiration. Sending love and admiration from Brazil 🫡🇧🇷

[@thefutur]

Obrigado! Thank you Brazil.

[@WellHiddenTreasure]

6:21 Oh, nailed the Tucker Carlson face at the 6:21 mark.

[@ely410]

I remember this Nike commercial as a kid that showed this lady running away from this typical slasher film villain with a chain saw. She ran for a long time and it was to the point where the villain took off his mask and gave up because he was out of breath. The commercial received push back but it was a great commercial because normally, nobody outruns the crazy guy with the chain saw in the horror movies and she was able to with her Nikes on.

[@mustaphanail2005]

I've been following thefutur since 2019. and I watched every video they dropped after 2019, but I think this video is the best one so far, thank you

[@thefutur]

Thank you. credit to Mo and his team.

[@mustaphanail2005]

of course, the editing is a masterpiece@@thefutur

[@UXMuskan]

Noting and applying these from today itself❤

[@riteshraj.design]

You are and would always be an inspiration Chris! No matter what people have to say, if they understand you, they'll love you! You are one of the reasons I have been able to survive the initial days in my graphic design career. Would never be able to thank you enough. :) Keep rocking like always!

[@thefutur]

Thank you

[@vladtheimpaler829]

Love your work guys thanks for all the awesome knowledge !!!

[@thefutur]

Thank you

[@miqdamsajid875]

Absolutely, keep'em coming!

[@Jenn_ngs]

Thank you guys for all that you do❤

[@thefutur]

Thank you for watching

[@jordanfitzgerald8571]

I've always had this thought process, whenever I do design, that I always should trick viewers of my designs in a good way, so the message I would convey, would have a bigger impact in their minds. This video just solidified my thinking, keep these coming!!!😁😁😁

[@Wenderzs1]

Off topic, but I was at my in-laws yesterday, they still get a mailed paper subscription to TV Guide! 😮 I had no idea it still existed. They're in their 70s and reject most modern technology. It's really annoying.

[@thefutur]

they are what is referred to as laggards. the last to adopt. one day, we will all become one.

[@rohit19soni98]

Please we need more gold like these.🥺🥺🥺

[@guylaineregimbald2914]

Regarding the FEDEX logo. The combo of the word creates by default the arrow. So was it really though or just a happy coincidence?

[@thefutur]

great design shouldn't feel forced. Try typing it in and you'll see that it needed to be modified a little.

[@adroitws1367]

Who would have thought! The meme is the way!

[@tanujasingh6570]

Salute from India!! 🫶🙏🫡

[@trainofthought5733]

Could you add the other two parts as pinned comment?

[@Thorn46]

+1 for this as I cant find them...

[@thefutur]

In the description.

[@samaahsiddiqui8251]

I want to be a part of the Futur team...it's my dream! One day I will be💪🥰

[@harrypoderskis]

Same. Good reminder to update the portfolio

[@thefutur]

what do you want to do with us?

[@samaahsiddiqui8251]

@thefutur I want to learn from the graphic designers and creatives from The Futur...I want to build a killer portfolio and get critiqued by Chris Do.😄

[@harrypoderskis]

@@thefutur I’d be interested to know if you require any help in Asia. I’m now a cluster marketing content and strategy manager in the Thai hospitality industry. My dream position is the creative director at Kenzo. I think that makes me suitable for a project management position, with a fair bit of creative execution (although I’m somewhat intimidated by the level that you’re operating at. But that’s why I love you people, so I don’t mind being spooked).

[@SeanBogue]

Chris. I have been in the sign business for long time. The semiotics arena is huge in this field. So many. Do you ever experience clients who might be afraid to have design work that shows these cool subtle messages? Almost like they might be afraid of the viral return. 😆

[@thefutur]

I think they generally like conceptual hooks.

[@buyitsellit]

Who else juuuust saw the arrow?! OMG, all these years I never saw it 😂. Thanks Chris.

[@thefutur]

better late than never.

[@AntonGko]

Thank you for that vidéo. Mind blowing!!! I would love to learn more stuff like that!!

[@thefutur]

More to come!

[@Jackson4687]

Guys, any chances to continue this series? This is not only super interesting, but gives the opportunity for a large number of us, who came into creative industry with the tech background to understand the deeper concept and the purpose of design, and to be able to build better products in the future.

[@thefutur]

What would you like to know more about?

[@huangchi-wei5497]

I do not have any background or whasoever in design, but i woudl like to improve a lot! thank you for the 3 part master class!

[@thefutur]

You’re very welcome

[@graftedworks]

The answer to the "Genius Puzzle" at 10:56 is actually 15. There's a multiplication symbol between the last two icons AND there's only 1 fry container in the lowest problem. 👍

[@thefutur]

you're a genius!

Thanks for your advices and your videos!

[@lizannedsouza1838]

Love the mention of the economist & great conceptual design. ❤

[@tanushaarma]

I was thinking about ditching my design career and watching this video tells me, not to do it instead learn more ❤❤

[@thefutur]

Bravo

[@mustafahashmy4271]

I really enjoyed these 3 part series especially how Mo's laughing 🤣 Keep it up guys!

[@thefutur]

Mo brings the magic.

[@victoradeniji9278]

Thank you for sharing sirS

[@yanatechinvestment]

This is good info. Thank you

[@PeteDetails]

Honestly since I’ve been watching I think I enjoy the clip art. It feels genuine and “you”. I haven’t found that it interrupts my train of thought

[@muhammed_ajwad]

Nice, thanks a lot.

[@thinkdezign]

Can we have a practical design process from start to finish for a imaginary brand design based on conceptual design - i remember there was one before - Hamilton Beer Brewery Makeover series which was awesome

[@thefutur]

that was a real project. since we don't do client work anymore, I could show the creative process of older projects.

[@thinkdezign]

@@thefutur That will be great , Practical "Building a Brand" videos are always engaging and helpful

[@megasonehiz]

Light 💡 bulb & goosebumps everywhere ❤❤❤❤ Thank you Chris and the Futur team

[@suhailnaqshbandi924]

Great episode. Thanks for sharing those gems from The Economist. I am glad you mentioned Luerzer's Archive. Me and my friend had the great fortune of getting our work (campaigns) published in it a couple of times.

[@antidotejack2771]

el calvito es duro!

[@ralfsbanders6108]

Thanks for shearing

[@michaelrivera4550]

Visual metaphors are awesome. Thanks for sharing!

[@thefutur]

Glad you like them!

[@emmanueligbeka1222]

As always, every second listening to you is gold, but this series is on a top-tier level. You spend so much time and resources giving away highly exclusive knowledge for free and that's just so amazing, thank you Chris Do and The Futur!

[@nkemogbolu3356]

Great content, thank you! I'll appreciate if you make more content like this Chris 👍🏻

[@alexridore9759]

Thanks Chris! Keep videos like these coming!

[@rashadadderley6853]

Really enjoyed this entire series!

[@michaelh5890]

Thank you very much for doing what you are doing!

[@thefutur]

My pleasure!

[@ameenulinsan]

As a SMMA business this video was very insightful

[@thefutur]

Glad to hear. had to look up what SMMA was.

[@MaxRuso]

Cris - you are fuc*ing awesome bro! I learn a lot

[@thefutur]

Happy to help!

[@mohammedsadam8747]

Simply Brilliant

[@graftedworks]

This mini course is valuable as a jumping off place to further study and practice applying these three principles. Thanks, Chris!

[@thefutur]

Glad to hear

[@bolaajayikofo4205]

There is so much value in your content❤❤ Thank you

[@WhiskeyNOOB69]

We need. I NEED. a more of this content!!!

[@thefutur]

any specific requests?

[@krystalTiger]

Curious … if you know you have a natural skill around this technique of semiotics, but it’s not being appreciated by your clients, how do you promote / prove its value and get to do it more consistently as a part of your design skillset!?

[@ishimwengubushe7688]

This is gold

[@CMgraffix]

more pls

[@tobiimprints]

Thanks for sharing, Chris!

[@MrMostaa]

I wish I could meet this guy in one day❤

[@thefutur]

come to one of our events.

[@katyaholmkvist3426]

Isn't it 15?? (the puzzle 🤔)

[@thefutur]

Hah

[@omarba86]

Thank you, Chris, for your generosity!

[@CryptoGrit]

Thanks Chris love the series :)

[@thefutur]

Glad you like them!

[@lizzytam218]

Book Mentioned: A Smile In The Mind

[@thefutur]

that's it.

[@akinrefonolamide2930]

How can I like this a 100 times💯💯💯....... Thank you.🤗

[@dimasagung2377]

This are very helpful, as a creative in the industry this really helps and motivates me to do better thanks Chris

[@orsonwelles4254]

What about “Hey Whipple Squeeze This?”

[@errorflip2545]

This is actually based on first principal thinking.

[@vision606]

So easy to understand when you break it down like this, great stuff! Douglas Rushkoff has a couple of books with a really interesting perspective on this subject also.

[@thefutur]

I'll check it out!

[@zeronz87]

where are the other two masterclasses?

[@thefutur]

In the description.

[@katgarces5812]

Wow, thank you so much for this gem masterclass.

[@3dgarMendez]

Thank you. I needed this.

[@thefutur]

Glad it was helpful!

[@nuwagabaareeba]

This video is loaded with gems. Thank you Chris

[@tshepomamakoko]

wait 3/3? Let me look for more

[@thefutur]

In the description.

[@anynomosghost]

Futur team! and ofcourse Chris, I personally would love to see more of this type of discussions around art and design from this channel! this was great!

[@thefutur]

Noted!

[@robelmoh]

Enjoyed every thoughtful conversation Guys, I'm graphics designer and those 3 points mentioned are golden, specially the third one 'SEMIOTICS', I found one or two in my design and somehow shaped my thought to dig deep in to 'Conceptual design' thank you so much Chris. Please do another video like this.

[@thefutur]

Glad you enjoyed it!

[@wiewiorka_ojoj4167]

Great Series, thank U ❤

[@thefutur]

Thank you for watching

[@carlagraca6022]

The bat signal is genius!! Never seen that before!

[@mohgraph254]

This series is a gamechanger. WOW!

[@AuricUnity]

These short videos really complement the channel well. Lives/long forms are 🔥 , and these are 👨‍🍳 👌

[@thefutur]

Glad you like them!

[@mbongelenibotya7134]

Yes, 8 months later, and I say make morrrrreeee😂😂

[@samaahsiddiqui8251]

So inspiring and motivating

[@savinomarketing]

Killer thumbnail 👍

[@thefutur]

Mo and his team.

[@viczvapo]

I did not realize you had just uploaded this. I have been rewatching some of your content from years ago. This new content keeps me motivated. Planning on making them moves now. I just have to do. Gracias.

[@viczvapo]

Also, thanks for the book recommendations, I had just told my wife this past weekend, I want to purchase some books, will be getting the ones you recommended; "A smile in the Mind," "The Advertising Concept Book." Again, gracias.

[@thefutur]

More to come!

[@tokyrandriambololonirinaMG]

there's always new thing that I learn from the futur. thank you guys!

[@thefutur]

You're very welcome

[@Univox68]

I was so inspired by this video, I had a bad day.

[@denisherrera5917]

Concepts are OK for things like covers, posters, posts, and that sort of thing, but not for logos (trademarks). I mean, I never saw the arrow inside the FedEx logo until I read it on some web that talks about these unnecessary things about logos. SONY brand doesn't have a "concept" that we need to figure out, it is a perfect trademark: It marks (sign) who is the owner, who is the company, who is talking. You send a message (a letter, for instance) and at the end, you sign it so that people can know who sent the letter, that's the function of a logo. Of course, some of them have special needs, like to be an emblem, but that idea of "concepts for logos", It's just 🤦‍♂

[@thefutur]

More logos have hidden concepts than you might realize. They’re not necessary. But are nice Easter eggs.