Interview With David Airey + Giveaway

David: Hi Brian, you’re very welcome.

I’m a graphic designer and author from Northern Ireland, currently based in Edinburgh, Scotland. I became self-employed five years ago in 2005, and started my first blog (davidairey.com) in late 2006. In 2008 I launched a second blog (logodesignlove.com) and spend a couple of hours each day keeping both sites updated/responding to comments.

David: My work involved collaborating with approximately 40 designers and studios around the world in order to accurately record the process of creating iconic brand identities.

The book is relevant to designers because the process described isn’t only used when creating logos. It’s also used when creating posters, brochures, websites, and a host of other design-related projects.

I cover a lot of detail about dealing with clients, too, so the book helps with the business side of design.

Perhaps the best way to “sell” my book to you is to quote AIGA medalist Tom Geismar after he read the content:
“There are a lot of books out there that show collections of logos. But David Airey’s Logo Design Love is something different: it’s a guide for designers (and clients) who want to understand what this mysterious business is all about.

“Written in reader-friendly, concise language, with a minimum of designer jargon, Airey gives a surprisingly clear explanation of the process, using a wide assortment of real-life examples to support his points.

“Anyone involved in creating visual identities, or wanting to learn how to go about it, will find this book invaluable.”

David: The paperwork involved was a huge task. For every logo shown in the book, I needed to provide my publisher with a permissions form signed by the designer responsible. Because of which, I have a whole new respect for Michael Evamy’s gallery book Logo.

The biggest challenge was the editing. I worked with two professional copy/development editors, and they brought to light just how poor my writing skills actually were. I thought that by publishing blog articles for a few years previous, I’d be able to hold my own when it came to writing.

How wrong I was.

My book wouldn’t be half of what it is without the help of my publishing team.

So in that respect, I learned a lot about writing, about editing, and about book publishing. I also learned a great deal about brand identity design, and although there’s not yet another book in the works, I’m fairly sure I’ll start planning one before too long.

David: I don’t place much emphasis on the actual number of Twitter followers someone has. I’ve seen plenty of accounts with 20,000, 50,000, or even 100,000 followers, yet it’s clear from the stream of messages or the owners accompanying website that the high number doesn’t signify any tangible success.

Haven’t you seen something similar? A Twitter account will have 30,000 followers, but it will be following 31,000, and there’s the crux — it’s easy to build a high number simply by following people first. These “you follow me, I’ll follow you back” schemes make a farce of the tool.

I use Twitter as simply another way to chat with those interested in design, and as a way to share quick links I find interesting.

Has it lead to any new clients? Not that I know of.

Does it matter? No.

David: Good question. I started showing more of the process because my blog readers were interested in it. Then I found that by doing so, potential clients gained more appreciation for the work involved behind the scenes. This helped gain trust, which is vital when doing business online — especially when more often than not, I only communicate with my clients by telephone, email, or video chat.

But yes, I look back on what I’ve done in the past and find myself wanting to make changes. I think that’s a normal progression that every designer goes through.

David: I’ve always favoured a simplistic approach to design — one where any unnecessary detail has been stripped to help what’s left become easier to remember.

Simple doesn’t mean easy, though, and there’ll be a conscious thought behind every line, every shape, every space.

Rather than my style evolving, I think what has evolved more is how I deal with clients, how I present my work, and how I value what I do.

David: Don’t sell yourself short by joining design contest websites. If you find yourself thinking you need to build your portfolio, try pro bono design instead.

You won’t regret it.