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Interview with DAVID AIREY
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Interviews about - Graphic Design
The Interviewer: designinterviews.com   

David Airey is a talented self-employed graphic designer in Edinburgh, Scotland, spending the majority of his time creating, and advising on, marketing promotions, such as corporate identity, advertising campaigns, brochures, and running a great logo and graphic design blog. Logo design has been his passion since David was in his teens. He has recently launched his second website - Logo Design Love - dedicated to logo design exclusively.

How did you get into logo design?

My first taste was when I was 15, on an art and design college course. It wasn't until just a year ago when I actually decided I wanted to specialise, and I made the choice because logo design is what I enjoy most in the creative field. The time between my first taste and my decision of last year was spent mainly on print design, and dealing with commercial printers. This helped provide a good insight into file types and commercial print requirements.

davidson-logo

How long does the logo design process take?

Every project is different, and can vary in length from just one or two weeks, to many months. The largest firms might even take years, but that scale of project is some way off for me.

What are the criteria for pricing?

Amount of research involved, timeframe available, size of company, profit or non-profit, depth of branding document, and some other factors that can only be decided upon after initial discussions.

What are the top fonts you use when designing a logo?

I do have my favourite typefaces, but I never begin a design project with a particular one in mind. The client has an input into what's used, and I normally offer a variety from which they can choose.

How many revisions on average do you allow your clients?

This is another pricing factor. The average project allows for two rounds of revisions after I've provided two concepts, but it's not so straightforward detailing an 'average' job. Every client differs, in both the number of revisions they require, and how close my initial concepts are to what they want.

miskeeto-logo

Where do you usually seek inspiration for logo design?

Other logo designers provide inspiration, and of course the great Scottish outdoors offer a fresh perspective. Inspiration is all around me, and if you ask any designer, they'll tell you that they never actually switch off. As an example, if I'm in a restaurant and I'm handed a menu, before looking at what's on offer I'll study the menu design, the logo, the typeface used etc.

It is agreed by many that MySpace website design is poor ? yet the project is extremely successful! What do you think about their logo? Just how important is the logo in this case?

It's not the worst logo I've seen, but there's no real idea behind it. It's like a queue of Cluedo figures. What I can say in it's defence is that it doesn't rely on effects, works equally well without colour, and is simple enough to be described over the phone. As for its importance, it acts as an identifier for the project, and I feel that any mediocre design would have sufficed. The MySpace development is what's important, so providing the logo doesn't cause any offence, and is simple enough to remember, then half the battle is overcome.

Which of the logos you've designed you are most proud of?

It's funny, I look back at the logo designs I've produced and wonder what I could've done to improve them. I'm not sure if 'proud' is the right word, but if I produce a logo that exceeds client expectations, then I'm happy that the job is a good one. I never judge the success of a project on my thoughts alone.

wired-kayaker

What are your three favorite logos that you didn't design yourself?

Three that are 'up there', include Herb Lubalin's 'Families' logo, Alan Fletcher's 'V&A', and Milton Glaser's 'I Love New York'.

What are the common logo design mistakes that designers encounter?

Over-complication. Too many designers (or should that be clients?) feel that the logo must tell the story of what the company does. The logo is used primarily as an identifier. Not to describe the precise product or service on offer. Look at 'Apple', 'Nike', 'Shell' for example. What's important about their logos is that they're simple enough to remember.

Over-reliance on effects. Whilst the online presence is increasingly important today, it's vital that the logo works as flat artwork. 3D effects are all well and good, but the underlying symbol should be just as recognisable when stripped of these indulgences.

How effective is doodling with regards to logo design? We are all familiar with Google doodles and their popularity. Have you ever thought of making doodles?

For me, doodles don't play much of a part, and I'd class them more as illustration than logo design. I've never had a client ask for them, although I've not been in business for too long.

logo-design-love

If by 'doodling' you mean 'sketching', then it's something I do in every project. Using a pen / pencil and paper allows for ideas to be recorded as fast as possible, and when you're brainstorming a project, it's necessary to churn out idea after idea, no matter how poor you might think the result. How can you tell it's a bad idea until you've tested it? Sketching allows testing, and lots of it.

What tool-set do you choose to use in your work?

Pen and paper. Adobe's Creative Suite. Adobe Acrobat. WordPress. Email and Skype. That covers the main tools I use on a daily basis.

What advice would you give to designers who are planning on specializing in logo design?

Read as much as possible on the subject, and pay particular attention to typography. Regardless of whether print products are on the decline, and if the 'paperless office' will ever arrive, logo design will always be needed, so go for it.

Many thanks, David, for the great interview.


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