We recently received a letter from Journalist magazine with the following request: “Excuse us for saying so, but there are still people who don’t know ‘Form’ – how would you explain to them what it’s about?” We could have chosen one of the three humorous answers suggested by the magazine: a) Something like a Vogue for everyday life, but without the models. b) We look like Brand Eins, but we had the idea earlier. c) Looks good, makes no sense. Instead, we gave a simple answer, without humour – “design”. Anyone who has missed a train due to the impenetrable user interface of a ticket machine, been denied access to a car battery by a plethora of covers, or ruined their health with misconceived ergonomic products – all in the name of safety and justice – already knows perfectly well what looks good and makes no sense, doesn’t divide ideas into earlier or later, and certainly doesn’t need a Vogue for everyday life. Such people have different demands concerning design, and we fulfil these demands with and in form.