Ionut Sur

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Ionut Sur ("IS") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

IS : I studied Design starting from High School (High School of Art in Romania) and followed with the University of Art and Design up to my masters degree in design.

DL: What motivates you to design in general, why did you become a designer?

IS : I’ve always been drawn to problem-solving. Design allows me to take complex challenges and break them down into intuitive and effective solutions. Seeing something I’ve created make a difference in someone’s life is incredibly motivating, whether it’s simplifying an interface or creating a product that makes tasks easier

DL: Did you choose to become a designer, or you were forced to become one?

IS : I definitely chose to become a designer. Ever since I was young, I’ve been drawn to creativity and problem-solving. Design felt like a natural path for me, and every step along the way has confirmed that it’s what I’m passionate about.

DL: What do you design, what type of designs do you wish to design more of?

IS : Industrial Design

DL: What should young designers do to become a design legend like you?

IS : To become a great designer, focus on mastering the fundamentals first. Then, keep evolving by learning new tools and trends. Always be curious, open to feedback, and willing to push boundaries.

DL: What distinguishes between a good designer and a great designer?

IS : A good designer focuses on meeting the brief—delivering solutions that are functional and aesthetically pleasing. A great designer goes beyond that: they challenge the brief, consider the larger context, anticipate future needs, and create work that evokes emotion, tells a story, and inspires. Great designers have a combination of technical skill, empathy for the user, and the courage to take risks and innovate.

DL: What makes a good design a really good design, how do you evaluate good design?

IS : A good design becomes a really good design when it achieves simplicity, functionality, and emotional resonance. It’s not just about how it looks but how it works, feels, and interacts with its audience. I evaluate good design by asking: Does it solve the problem it was intended to? Is it intuitive and accessible for its target audience? Does it evoke the intended reaction, whether joy, trust, or inspiration? If the design communicates effectively and leaves a lasting impression, it has succeeded.

DL: What is the value of good design? Why should everyone invest in good design?

IS : Good design isn’t just about aesthetics—it’s about creating meaningful connections. A well-designed product or experience enhances usability, builds trust, and increases engagement. For businesses, good design translates to stronger brand loyalty, higher customer retention, and a competitive edge. By investing in good design, you’re not just creating something functional or beautiful; you’re creating something valuable and memorable that stands the test of time.

DL: What is the dream project you haven’t yet had time to realize?

IS : I hope to start working (for some years now) on a floor lamp, also interactive, but the project is very complex because it involves a lot of moving parts.

DL: What is your secret recipe of success in design, what is your secret ingredient?

IS : My secret ingredient is empathy. Truly understanding the needs, emotions, and goals of the people you’re designing for unlocks the most innovative and effective solutions. Combine that with curiosity, a love for problem-solving, and the willingness to iterate endlessly until it feels right—that’s the recipe for success.

DL: Who are some other design masters and legends you get inspired from?

IS : I’m deeply inspired by Dieter Rams for his principles of simplicity and functionality, Paula Scher for her boldness in typography, and Eileen Gray for her timeless approach to furniture design. Each of them embodies a unique perspective, and their work reminds me that design isn’t just about aesthetics—it’s about creating meaning and impact.

DL: What are your favorite designs by other designers, why do you like them?

IS : I’m fascinated by Massimo Vignelli’s work on the New York City subway map. It’s a masterpiece of clarity and structure, proving that good design can simplify even the most complex systems. I also admire Jony Ive’s work on Apple products—minimal, elegant, and completely user-centered. These designs resonate with me because they balance beauty and functionality effortlessly.

DL: What is your greatest design, which aspects of that design makes you think it is great?

IS : My greatest design is The Prometheus pendant light featured in this competition. It wasn’t just about creating something visually appealing—it engaged users, streamlined a process.

DL: How could people improve themselves to be better designers, what did you do?

IS : To improve as a designer, you need to stay curious and keep learning. Study great design from the past, keep up with current trends, and seek feedback from others. I personally improved by experimenting constantly, taking on challenging projects, and being open to critique.

DL: If you hadn’t become a designer, what would you have done?

IS : Probably what I am doing now I run a business and a lot of CNC work.

DL: How do you define design, what is design for you?

IS : Design is the process of solving problems creatively while considering both functionality and aesthetics. For me, design is about creating experiences and making life better, whether it’s through visual communication, a product, or an environment. It’s about connecting people and ideas through thoughtful, purposeful creation.

DL: What helped you to become a great designer?

IS : Continuous learning and curiosity were crucial. I always sought inspiration from different fields. Feedback from peers and clients helped refine my skills, and staying open to criticism was invaluable for growth.

DL: What were the obstacles you faced before becoming a design master?

IS : Self-doubt was a major obstacle early in my career. I also faced challenges like tight deadlines, resource limitations, and sometimes convincing clients to trust a bold vision. Overcoming these challenges taught me resilience, adaptability, and the importance of clear communication.

DL: How do you think designers should present their work?

IS : Designers should present their work with a clear narrative. Start by explaining the problem, followed by the process and choices that led to the solution. Visual aids like mockups, prototypes, or sketches are essential to make the presentation engaging. Most importantly, always tie the design back to the goals it addresses.

DL: What’s your next design project, what should we expect from you in future?

IS : A interactive floor lamp, it will be named Icarus and will have full motion of the wings.

DL: What’s your ultimate goal as a designer?

IS : My ultimate goal is to create designs that leave a lasting impact—solutions that are innovative, inclusive, and timeless.

DL: What people expect from an esteemed designer such as yourself?

IS : People expect a unique vision, professionalism, and the ability to translate abstract ideas into tangible outcomes. They also expect attention to detail, innovative thinking, and the ability to solve challenges while maintaining the integrity of the project.

DL: How does design help create a better society?

IS : Design shapes the way we interact with the world—it solves problems, enhances accessibility, and fosters inclusivity. By creating user-centric solutions, design can promote sustainability, equality, and innovation, ultimately improving the quality of life for everyone.

DL: What are you currently working on that you are especially excited about?

IS : Nothing really.

DL: Which design projects gave you the most satisfaction, why?

IS : The project featured here, because it was created purely for the love of design.

DL: What would you like to see changed in design industry in the coming years?

IS : I’d like to see a greater focus on sustainability and ethical practices in design. Additionally, more emphasis on diversity, inclusion, and accessibility is essential. It would also be great to see tools and technologies becoming more accessible to new designers, breaking down barriers to entry.

DL: Where do you think the design field is headed next?

IS : The design field is moving toward deeper integration with AI, automation, and data-driven decision-making. There’s also a growing emphasis on sustainability and designing for digital-first experiences.

DL: How long does it take you to finalize a design project?

IS : It depends on the project, 2 hours up to 1 week.

DL: When you have a new design project, where do you start?

IS : I start by deeply understanding the client’s needs, goals, and target audience. Research is essential—I gather insights about the industry, competitors, and user behavior. From there, I brainstorm ideas, sketch concepts, and create a roadmap for the project.

DL: What is your life motto as a designer?

IS : Design with purpose, innovate with empathy.

DL: Do you think design sets the trends or trends set the designs?

IS : It’s a balance. Great design often sets trends by pushing boundaries and introducing fresh perspectives. However, designers are also influenced by cultural, societal, and technological trends, which shape how designs evolve and resonate with audiences.

DL: What is the role of technology when you design?

IS : Technology is a critical enabler in the design process. It helps streamline workflows, expand creative possibilities, and bring ideas to life with precision. Whether it’s prototyping, 3D modeling, or using AI tools, technology allows me to work more efficiently and explore innovative solutions.

DL: What kind of design software and equipment do you use in your work?

IS : I use a mix of tools depending on the project. For 3D work, tools like 3Ds Max come in handy. My equipment includes a high-performance computer and a lot of CNC machining.

DL: What is the role of the color, materials and ambient in design?

IS : They are fundamental to creating mood, identity, and functionality in a design. Colors evoke emotions and convey messages, materials define texture and durability, and the ambient enhances the overall experience by setting the right atmosphere. Together, they create harmony and purpose in the final outcome.

DL: What do you wish people to ask about your design?

IS : I wish people would ask more about the story and thought process behind the design. Every detail has a reason, and it’s exciting to share how the research, challenges, and creative decisions came together to solve a problem or convey a message.

DL: When you see a new great design or product what comes into your mind?

IS : I think about the process behind it—what inspired the designer, the challenges they faced, and the solutions they came up with. I also reflect on how it could inspire my own work or push me to think differently.

DL: Who is your ideal design partner? Do you believe in co-design?

IS : My ideal design partner is someone who is open-minded, collaborative, and has complementary skills. Co-design is incredibly valuable because it brings diverse perspectives to the table, often leading to richer and more innovative outcomes.

DL: Which people you interacted had the most influence on your design?

IS : Mentors and colleagues who challenged me to grow had the most influence. Working with diverse clients and users also shaped my approach, as their feedback and unique needs pushed me to refine my thinking and adapt my designs to serve real-world purposes.

DL: Which books you read had the most effect on your design?

IS : Books like "The Design of Everyday Things" by Don Norman profoundly influenced my understanding of user-centered design. "Steal Like an Artist" by Austin Kleon inspired me to embrace creativity fearlessly, and "Thinking, Fast and Slow" by Daniel Kahneman helped me see how psychology intersects with design.

DL: How did you develop your skills as a master designer?

IS : I honed my skills through a combination of formal education, continuous practice, and learning from real-world projects. Seeking constructive feedback, experimenting with different styles, and staying curious about emerging trends played a huge role. Collaborating with talented peers also expanded my perspective.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

IS : I would love to have a conversation with Leonardo da Vinci. His ability to merge art, science, and design is unparalleled, and I’d be fascinated to hear his thoughts on creativity and innovation in today’s world.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

IS : Awards and recognition are rewarding because they validate the effort and thought I put into my work. However, fame isn’t the goal—it’s about staying grounded, continuing to create meaningful designs, and staying true to the craft.

DL: What is your favorite color, place, food, season, thing and brand?

IS : Color: Deep blue, as it represents calmness and creativity. Place: Kyoto, Japan, for its balance of tradition and modernity. Food: Anything Italian, especially handmade pasta. Season: Autumn, because it inspires me with its colors and mood. Thing: My sketchbook—it’s where every idea begins. Brand: Apple, for its commitment to design simplicity and functionality.

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

IS : Once, I presented a design to a client with placeholder text that I forgot to replace. The placeholder text read something silly like "Insert brilliance here." The client loved it and thought it was intentional—it became the project’s tagline!

DL: What makes your day great as a designer, how do you motivate yourself?

IS : Seeing progress, whether it’s a small breakthrough in a project or positive feedback from a client, makes my day. I stay motivated by reminding myself of the impact design can have and surrounding myself with inspiring visuals, music, and stories.

DL: When you were a little child, was it obvious that you would become a great designer?

IS : Looking back, yes. I was always drawing, building things, and finding creative ways to solve problems. Whether it was designing imaginary cities or creating costumes, I was always experimenting with forms and functions.

DL: What do you think about future; what do you see will happen in thousand years from now?

IS : In a thousand years, I imagine a world where design is seamlessly integrated with nature, and technology becomes invisible—fully intuitive and empathetic to human needs. Perhaps design will even extend to other planets as humanity expands its reach!

DL: Please tell us anything you wish your fans to know about you, your design and anything else?

IS : I want people to know that every design I create comes from a place of passion and purpose. I believe in the power of design to tell stories, solve problems, and connect people. Outside of work, I’m just someone who loves exploring the world, learning, and constantly growing.