What was the best piece of advice you gave our interns in 2019?
Hesh: Hmmm, I guess I don’t really talk to the interns. Ba ha ha… maybe some technical advice on something.
Dom: Nice. Feel free to pass on your wisdom next time. They were probably scared of you.
Frances: I guess the piece of advice I passed along was one that I have learned over my time working, and that is to not assume. Simple, don’t assume anything. Even if a question might seem obvious or dumb, it never is. It can make a huge difference and sometimes simply asking a question can get you out of a corner or save you a bunch of extra work. Just ask.
Dom: I say be flexible. One of the things I find with students is that they sometimes don’t explore as much as they should or even can. It is at this time in your life that you can try on many hats and see what works. That flexibility is for the projects that they do but I would also say that it’s a good philosophy in the beginning of your career anyway. You never know what opportunities will appear in this job market. I think a studio like ours used to be the normal route for a job, but really there are so many possibilities with agencies, in-house, start-ups, etc. that being flexible can leave you open to amazing things.
What will be the biggest design trend in 2020? (Ba ha ha…)
Dom: I knew you would both enjoy this. Crystal ball, please…
Frances: Well, my answer is probably going to sound a little idealistic, but I think a big trend of 2020 is going to be in finishing materials like paper. I think we are going to see a shift back to using really beautiful quality paper in projects. I know that it has shifted to the economy grades over many years but to really differentiate in 2020 I think designers are going to embrace craft again. As I say, it might seem idealistic but I really think that might happen.
Hesh: I am hoping that there will be a bigger movement away from the antiseptic sans-serif wordmark trend of the last 5+ years, and that we will see more idiosyncratic typefaces being used in branding. We have sort of seen it with companies like Chobani or Mailchimp. They are using 70’s-inspired faces. Typefaces that have curves and details like Souvenir or Cooper Light, the face Mailchimp is using. It feels like we are over the non-personality sans-serif. It would be nice to see life and humanity come back to logos. I am also really interested, personally, in kinetic identities. Like the work that was done by Studio Dumbar on Demo Fest or some of the projects by DIA.tv. I am hoping to see more projects like these.
Dom: Sort of along the same lines as Hesh, I am hoping to see a real embracing of technology within typography and pushing of what can be done with the idea of opulence. You have really seen lately 3D styles and this movement toward things like chrome coming back into design. Take Jessica Walsh’s identity as a great example of that. Texture is back. I think this is a fun backlash to the flat pop colours and styles of identities like Dropbox and Spotify. I am also a big fan of the sneaking back in of post-modernism to design. Some would say it never left. I like the nonchalant mixing of styles sometimes appearing on the same page. Taylor made me laugh. He called it “design nihilism.” The rejecting of any prior beliefs and formalistic rules. Designers running amok make me happy.