“The good designer never stops researching”

Carlos Blanca, skills of a good designer - Many Colors Group Blog

Carlos Blanca, Next Studio senior designer, talks about the skills required for a successful career. Among all the savvies, he emphasizes the importance of being a tech expertise and practicing creative freedom.

Which would you say would be the professional dexterities of a good designer?

Designers must be creative and expeditious in their response. Also they must possess major technical skills with respect to daily use software programs, which are numerous. Designers should also lack of creative limits and understand what exactly the client wants.

Besides, designers must recycle constantly, and keep themselves updated with the latest global design trends, a fast-shifting scene. The most important thing is to contribute with your best competences in order to achieve always a premium result.

When designing a brand visual or logo, what is your starting point?

First of all, you must know your client, literally. A face-to-face series of meetings in which the client communicate what they want and creatives really understand what is needed so the project goals will be met and fulfilled. From this moment on, an agenda will establish the key lines for the branding strategy to be accomplished. Every client is different and has therefore different requirements. As advisors, we are aware that some clients leave us to use our imagination almost at will, while some others provide a strict guideline that must be followed.  Sometimes clients want a logo or brand restyling or they ask for a totally different visual design, starting afresh, from a draft or idea.

In which grounds would you set out the corporate image of a brand?

All of this is rather relative, obviously, as there is no accounting for taste, especially in design world.  One must find the balance so the new design may be easily distinguishable, proportional in terms of graphics and colorimetry, and is loved enough to become the new identity of the brand.

What must be taken into account when trying to adapt an image to different formats?

The first step is to elaborate a Corporate Identity Manual of the brand or logo, where all the major parameters are clearly defined: position, colors, shapes, sizes, fonts, uses (permitted and unauthorized), applications on different formats and materials (magazines, fabrics, merchandising…) including digital reproduction (webs, TV, smartphones, tablets, etc.)

Large format and design… Friends or foes?

I would rather define them as ‘allies’. This graphic element sometimes helps to boost the corporate image of a brand, and indeed it is a mandatory scale in events.


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