JKR

Moleskine gave the arche­type of an artist’s journal solid form, reviving a tradi­tional format and serving it up as a definitive classic. The design’s detailing transformed a fanciful tale of artistic provenance into a real brand. The paper quality, the elasticated binding, the ribbon book­ mark and the inside pocket discreetly holding the slip of paper on which the brand’s back story is told all helps to convince us this is the real deal. These touches got the brand stocked in and associated with all the right places. This took it from an arty niche to mainstream success.

As with Filofaxes in the 80s, plonking one down on a meeting table became a display of one­upmanship. As an early user I took the original leather­bound version backpacking, using it for its stated purpose – as a notebook for jottings and drawings. The robust design endured myriad climates and much bashing about, becoming a treasured companion. So seeing it adopted by the world of business meetings rankled with me. It seemed vainglorious to suggest that notes from a dreary meeting might follow in the footsteps of Hemingway.

So I applaud the brand for also producing humbler card­covered versions for these more prosaic occasions. These ‘basic books’ have beautiful detailing. They show design can be about quality that is known, not flaunted. Moleskine’s recognition as a status symbol has been achieved through design understatement – be it in the boardroom or the backpack.

By Silas Amos, Creative Director, jkr.