Design Philosophy

App Design Guides

The Ubuntu phone interface has been designed according to a philosophy called Suru.

Suru is the Japanese word for crane. It represents the water bird’s elegance and effortlessness in flight where it is mostly visible in the art of origami, which we have incorporated in our design.

Suru brings a precise yet organic structure to the Ubuntu interface, its sharp lines and varying levels of transparency evoke the edges and texture of paper. All elements are placed deliberately, with the express aim of being easy for the user to identify and use.

Unlike more explicitly grid-based systems, however, elements can break out of the grid. What is most important is that screen layouts retain a natural, rhythmic quality, and a neatness and clarity that helps the user find things quickly and use them intuitively.