Interview with Roberto Terrinoni

A design studio in Latina, a small city near Rome.I work with the most relevant realities of the territory often as an ADV agency.I work with the most relevant realities of the territory often as an agency. At the same time, I work with large agencies in Rome on more specific projects, where I only deal with the graphic design aspect.At the same time I work with large agencies in Rome on more specific projects, where I only deal with the graphic aspect. Moreover, for 10 years I have been a teacher at the European Institute of Design (IED), with whom I have developed some didactic modules, I teach the third year of the course "Visual Communication", and I collaborate on special projects and thesis.
I think in creative and communication contexts every request outlines a unique way which involves experts ready to express customer’s needs. Thanks to increasing national connections we’re ready to find the best professional man in every situation instead of an interior cooperation which could monopolize the style and touches of everything we product. As it’s visible between the work credits we try to find the photographer, the illustrator, the programmer, the 3D designer or the video maker with the best style and quality for the situation, coordinating everything.

Design is the union between aesthetics and functionality.

I do most of the branding and coordinated identity. Typography and paper, but I like to study and discover new things all the time. I'm studying 3D and motion graphics for example...

I like people who combine various ingredients to create new styles. Magritte, Warhol, Dali, Obey, Banksy, Jamie Reid.
I love the cut and paste...

I designed a logo for a very important pharmaceutical company in my city, I was just graduated and without any experience. Everything went well, and every time I pass by the mega-station on my way to work I look at it and I'm very happy with it.

Paper, I love paper. When I started out, I worked at four monthly paper magazines almost every day. Then everything went digital, but also developing websites and apps, I always looked for paper, in the field of packaging or other specific categories.

Sicuramente la notte: buona musica, bell'atmosfera, ma sopratutto il telefono che non squilla

If it works! That is, if it communicates what it was created for...

All the time planning anxiety, fear of missing something. The creative process is very complex, and each client is different, it is very easy to make a mistake, and the outcome of the work is closely related to this.

it's wonderful to see things that were only in my head being used in everyday life by everyone. On every trip I take I always go looking for my products around and sometimes I find them. Then I hide and see how people interact with them. I could spend days between the shelves.

In my field if it communicates what it is designed for, if it attracts attention in the users to whom it is addressed, and if it leads them to react as expected.

There are some elementary technical qualities such as readability and communication hierarchies, which should be taken for granted, but which unfortunately are not a standard even among professionals today... After that, it has to work...

The responsibilities are many, both in terms of concept and message, both in terms of eco-sustainable production choices and in the choice of materials and production models.
Designers should always include in their works concepts of awareness of the serious problem we are experiencing.

Unfortunately design is digitizing, standardizing, impoverishing, and as everything in this dark age aims more at visibility than essence (look what happened to the logos of fashion brands in the last two years).

We received a silver for a very innovative project on a sneakers store. I was in charge of interfaces and augmented reality.

Whatever, graphic design is everywhere: in a street sign, in a box, in a restaurant menu, in an airport bathroom, in a meme on the internet, on the t-shirt of the guy I meet in the morning.

transversal, I think I don't have a well defined style, I experiment and I fall in love with many things, some of them are better and I deepen them, but only until the next lightning strike

Of course, I'm proud to be Italian only in terms of design. We've made history, it has to be said, even if we haven't been working great lately.

I realized that a happy customer isn't the one who gets something nice from you. A happy customer is the one who gets something from you that is suitable for him.

Very often the customer can't figure out for himself what to choose. I always suggest to talk for a long time about a brief and look for the person who is more in line with their know-how, putting him/her to the test in your specific field.

Very rational in the analysis, always different in the realization, sometimes it takes a minute and sometimes 10 days to do the same thing, sometimes you get straight to the goal, sometimes only at the end of a thousand arguments. In my work I don't think there is ever an order the same as another, they can be similar, but even the smallest diversity can generate giant differences in terms of workflow and processes.

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ipad, glass&goblet, paintings off the wall, lamp, chair

I do very different things, so there isn't a day like any other, fortunately!

Citando Hermann Zapf:
Una scritta, una qualsiasi composizione alfabetica utilizzata in esterni, una qualunque scrittura esposta, nel senso più ampio del termine, non è mera espressione artistica con le forme dell’alfabeto o veicolo di valori estetici; prima di tutto, è strumento di comunicazione

The good thing is that my hobby is my job, don't tell anyone but I'd do it for free.
The negative aspects is certainly the little value that is given to creativity in the world today, especially in Italy.

Less is more

Basic design, psychology of form and composition, know how in respect of application and production dynamics.

Practically all the adobe suite, more procreate on ipad pro.

Unfortunately, I spend a lot of time, often more than I'm paid for, but if I don't get what I want, I can't stop.

It depends on the subject, and as I was saying before about many other aspects

Can you put the bigger logo? :)

Definitely be part of the Fefè Department, creative group founder of "visual culture". Publisher of "Fefè Magazine", a visual magazine distributed worldwide, was a project of the director of the IED in Rome.
From 2007 to 2012 I travel with them all over Europe organizing festivals and events and taking care of the design of the magazine.

IED Istituto Europeo di Design
Oxford University
Reale Ambasciata Norvegese
MSC Crociere
Birrificio Italiano
Nike Sportware
Amnesty International
A.T.A.C. Comune di Roma
Radio Taxi 3570
Vista Eyewears

I like to work on branding and corporate image, because it's like a great mixer, on which every time you find the right equation for the song you're playing.

Waiting for the train, the chance to design a brand that will remain in history, appear as a backdrop in goals or movies that will remain forever.

Most of the time alone as a creative director, I have a network of operational people with whom I often discuss concepts and ideas.

I'm concentrating on a personal project in which ad hoc commissioned artwork is developed, but it's still too early to talk about it.

all my contacts are on my website:
www.robertoterrinoni.com

nothing in particular, thank you