Ontwerperinterview
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I was illustrating since early childhood. Even though my interest in math and physics led me to engineering path, I never gave up on design.
Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
I was illustrating since early childhood. Even though my interest in math and physics led me to engineering path, I never gave up on design. I was designing and learning about design parallel with studying civil engineering. Encouraged by the feedback from both clients and designers, and awards won, I decided to continue my career as designer years before earning civil engineering diploma. I think of it as diploma of persistence, and design awards as proof of quality and reward for following my heart.
Can you tell us more about your company / design studio?
I am self employed designer from Croatia, specialised in brand identity design. I help clients reach their goals by designing strong identity that compliments their business and makes impact on desired audience.
What is "design" for you?
Design to me is closer to construction than to art, because design has a function to solve a certain problem in most efficient way, and do it with style. I think Saul Bass put it the best way: "Design is thinking made visual".
What kinds of works do you like designing most?
Logos. Logo is the face of the brand. It is brand's most visible, most recognizable and most durable visual. I see it as the biggest challenge in graphic design, therefore it's the most enjoyable one.
What was the first thing you designed for a company?
I started by designing posters for classical music concerts.
When do you feel the most creative?
There is no rule, but it often happens that ideas wake me up in the middle of the night.
Which aspects of a design do you focus more during designing?
I focus most on the meaning and function. While developing ideas I often go back to the brief and ask myself: is it relevant?; does it communicate desired message to target audience?; can it be simpler?
What kind of emotions do you feel when you design?
Purposeful. I feel like a gear in a perfect mechanism.
What kind of emotions do you feel when your designs are realized?
Proud. I think it's amazing that we have the privilege to create something that was never created before. I am forever thankful for that.
What makes a design successful?
Successful design fulfills it's purpose very well and does it with style.
When judging a design as good or bad, which aspects do you consider first?
Good design is always well thought out.
From your point of view, what are the responsibilities of a designer for society and environment?
The same as for anyone else, to make this world a better place.
How do you think the "design field" is evolving? What is the future of design?
I think it's evolving technically, moving boundaries to how and where it can be applied. But the fact that it is purpose driven didn't change since designing a first wheel. There will always be a problem to solve.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
Inspiration can come from anywhere. From anything I ever learned or experienced, and it doesn't need to be design related. At least not at first thought.
How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
My goal is to adopt style that is most suitable for a particular business.
Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
I live in Croatia which has great historical and cultural heritage. Living 15 minutes from castle, in Varazdin city established in 13th century, can be very motivating and inspiring.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
Strong portfolio, awards won, professionalism and good support are the things I would advise companies to look for.
Can you talk a little about your design process?
I go through the same phases with every design project. Here is my logo design process.
In the beginning, we form a project brief defining strategy and goals. Based on information received, I conduct research focused on the business itself, services it offers, and it's competitors. In sketching phase I explore and develope ideas on paper, while making sure that idea is unique and that it follows the brief. I choose only the strongest options and transfer them to computer for vectorizing, fine-tuning and creating presentation. Following client's review, I’ll either finalise the project, or make any revisions agreed upon. After that I deliver the logo design in all needed formats, along with logo usage guidlines and remain at client's disposal if they need assistance or advice about the way it should be used.
What are 5 of your favorite design items at home?
Pencils, paper, calligraphy pens, computer,
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
Just follow your heart. It's the only way to be in the right place, wherever you go.
