RYA's MAYA Principle

Raymond Loewy built a celebrated career designing some of the most iconic brands based on tension. Consumers were attracted to surprise and delight, but repelled by things for which they had no familiarity.

He called the equilibrium “Most Advanced Yet Acceptable” design: the MAYA principle.

In homage to Loewy’s insight, RYA – Radical Yet Acceptable – applies the principle in a modern-day context, complete with AI and an eye for originality in a world rapidly automating to sameness.