Our aim is to fulfill the needs of both clients' and users' with designs of economical and effective beauty, since…
Nature does nothing in vain, and more is in vain when less will serve; for Nature is pleased with simplicity, and affects not the pomp of superfluous causes.
Isaac Newton. Philosophiæ Naturalis Principia Mathematica, 1687.
It is a great mortification to the vanity of man, that his utmost art and industry can never equal the meanest of nature's productions, either for beauty or value.
David Hume (1742). Essays, Moral and Political: The Epicurean.
Art must touch our lives, our fears and cares — evoke our dreams and give hope to the darkness.
Frederick Hart (1943–99).
1. Newton may have taken this from Galileo:
Thus it is said that Nature does not multiply things unnecessarily; that she makes use of the easiest and simplest means for producing her effects; that she does nothing in vain…
Galileo Galilei. Dialogue Concerning the Two Chief World Systems, 1632.
Perhaps this resembles Wabi-sabi (侘寂): a Japanese Zen aesthetic expressive of mono no aware (物の哀れ), the awareness of transience (literally the pathos of things). Wabi-sabi embraces the intrinsic beauty of anomalous and impermanent objects made with a mindful application of appropriate skill and accepts with reverence the inevitable wear and damage attending their use. This is not to elevate the merely inept or shabby, rather it delights in a simplicity which is the antithesis of ostentation.
Wabi: simplicity, freshness or quietness.
Sabi: patina, the beauty that comes with age and use.