Stefan Canuel

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Stefan Canuel ("SC") 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?

SC : My love of fine art and interest in pop culture is longstanding. Growing up with a fascination for the visual arts and discovering commercial art while studying fine arts at university made me realize that becoming a designer was my true purpose. Studying commercial art after university, I had in mind to become an illustrator, but after the first year, I discovered the pleasure working with typography. And later I discovered the world of exhibitions. Merging my love for typography with my interest bringing my ideas to life in a space is probably what made me the designer that I am now.

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

SC : I’m a designer because art and design are a big part of my life, and you can’t have one without the other. I am grateful that I can work in this field.

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

SC : I didn’t know what a designer was until after university. At university, my fine arts painting teacher Claude Gauvin told me once that I was not making art with my heart, and too much with my head. Then I started to think more and more about it and I discovered the whole world of communication art and design. I’m actually grateful to her now.

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

SC : I design anything. My work can range from designing an exhibition, to a table or a book and a poster. I’m actually what you could call a multi-disciplinary designer. I would love to design more and more physical objects that you could manipulate, smell and feel.

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

SC : I would not call myself a design legend. As we say in French “J’ai des croûtes à manger.” Meaning, I still have a lot to accomplish before becoming a design legend. But what I can say to young designers starting in the industry is never give up. The design field is not an easy one. Everyone thinks they are a designer. But a true designer will always succeed in the end. Don’t let people impose a vision on you just because you know the software. A designer is more than just a pair of hands running a computer. Believe in yourself. And always keep in mind, the first part of a designer’s job is to find the right people with the right information. With good information you will develop great design.

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

SC : I think creativity, innovation and the urge to problem solve is what enables someone to make the step from being good to being great in the design industry.

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

SC : The answer has something to do with clarity and consistency. The great designs have always been simple ideas that find a solution to a problem.

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

SC : Good design can translate your business goals into a clear and compelling message. It keeps the focus on the client's best interest. It's all about functionality. Good design is a good investment. As Ralf Speth at Jaguar Land Rover said, “If you think good design is expensive, you should look at the cost of bad design.”

DL: What would you design and who would you design for if you had the time?

SC : I’ve never taken the time to think about it. For sure, designing for Pentagram would be an honor.

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

SC : To go back and make art, merging my design skills set with my first passion as a kid. I haven’t touched art since my early twenties.

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

SC : I don’t think I have one. Except maybe when starting a new project I always think, this will be the best project I’ve ever designed. It helps me to keep pushing my limits.

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

SC : Stefan Seigmeister is probably at the top of my list with others like Paul Rand, Charles and Ray Eames, Milton Glaser, and lets not forget Alvin Lustig who could have been the most famous multi-disciplinary designer if he had not left us so young at the age of 39.

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

SC : The Happy Show by Stefan Seigmeister is for sure my favorite design. It goes back to what I was saying earlier about merging design with art. I think this piece has it all – so many different components to design with would delight any designer.

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

SC : I think Sakahàn was probably my best design yet. Sakahàn was the first of a series of exhibits dedicated to “diverse, complex and challenging artworks being made by indigenous artists in regions such as the Americas, Asia, Oceania, Europe and Africa.” It filled both floors of the National Gallery of Canada special exhibition spaces as well as the contemporary art galleries—not to mention several public spaces inside and outside the Gallery. My mandate was to conceive a show that worked on a number of different levels. I had the responsibility of overseeing and implementing the layout and construction of the physical exhibitions space, as well as the numerous, purpose-built display cases, of creating all visual and didactic material, including the marketing poster, invitation, billboard, and outdoor banners. I had to create a visual identity with aesthetic appeal that also communicated the client's message, concept and image to visitors, while meeting the limitations imposed by space and budget. The challenge was big because I simultaneously had to incorporate a large construction zone into the exhibition and make it blend with the exhibition at the same time.

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

SC : I think being innovative. Every time you have new challenge, innovate and make it better than the previous project. Be up-to-date and surpass design trends.

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

SC : I probably would have become a comic book illustrator or a math teacher. During high school, I had it in mind to go to university to obtain my bachelor's degree with a concentration in mathematics. I’ve always had a particular penchant for logic and problem solving.

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

SC : Design is what links creativity and innovation. It brings ideas to life that are simultaneously practical and attractive for the user. Designers are sometimes seen as self-obsessed, but the truth is that great designers care hugely about the product user. This way the designer gets inspired by the user and ensures that the solution meets a real need. As I always say, design is really about solving problems.

DL: Who helped you to reach these heights, who was your biggest supporter?

SC : First, I think having a lot of self-confidence has had a big role in my success. Over the years, I have also had several people and coworkers believing in me.

DL: What helped you to become a great designer?

SC : The passion for design and wanting to achieve great things over and over again.

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

SC : Educating people on design and what good design can bring to them, and it’s not over. I think it’s an obstacle that I will face all my life.

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

SC : I think you have to have a strong belief in what you present. If you have any doubt it will show and you will lose faith in your work.

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

SC : Yes, I’ve been pretty busy the past year working on projects for the Canada 150 celebrations at the National Gallery, including new way finding and other upgrade to the gallery. I’m also working on a publication with artist Geoffrey Farmer who is representing Canada at the Venice Biennial this summer.

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

SC : Maybe to design my personal exhibition one day.

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

SC : To produce a high level of work. To be involved in a multitude of projects, and to invest a significant amount of time and commitment to my job.

DL: How does design help create a better society?

SC : Design has the potential to make positive change in society.

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

SC : I haven’t started yet, but it is scheduled for this summer. It’s a project with a group of independent artists that spent some time at Fogo Island in a contemporary art residency program. My work is to gather all their research and inspirations while they were at the island and design a book that will have the feel of a personal journal or file folder.

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

SC : Designing the Chris Cran catalogue gave me a lot of satisfaction. First, the artist gave me a lot of flexibility with the project and, second of all, the book received worldwide praise.

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

SC : A slow down in the trends, getting back to the basics and not having all those gadgets interfering with the simplicity of a nice design.

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

SC : Blocked image-styles like Pinterest and Piccsy are gaining popularity; in a few years, text will seem totally unnecessary. Also “minimal” visual will be so simple, it may consist of nothing but a particular shade of color. Overall, we are going to a minimalist trend. As people get more and more hyper-stimulated with 3D technology on the web and screens, it stands to reason that print material will be simplified. People can only take so much visual noise!

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

SC : It’s a tricky question because it really depends on the scope of work, but what I’m sure of is that nothing can be designed in a week.

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

SC : First and foremost, I start by finding the right people with the right information. Once that is done, we can start the creative process.

DL: What is your life motto as a designer?

SC : I have always loved this quote by John Ford and it is really what I am as a designer: “Quality means doing it right when no one is looking.”

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

SC : The design sets the trends. After a couple of years with similar designs, a new design has to evolve to make for a new trend and so on.

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

SC : Because of the times in which we live, technology plays a big role in the design industry – the same as in our day-to-day life. Technology changes all the time and as a designer it is important to keep up with it if we want to be successful.

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

SC : I use all the basic Adobe Suite design software, InDesign, Photoshop, Illustrator, I also use CAD software. I have other adobe software on my tablet that I use for sketching. My library is full of design books that I can recommend but one comes to mind. Type Matters! by Jim Williams - A book I wish I would have written! Then there’s all the stuff you need to know when using type.

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

SC : I’m not a designer that works with a lot of colors. My color palette is pretty restricted, but for some designers, it’s their design signature. I would say material is probably what I’m pushing most strongly in my designs.

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

SC : Who came up with this idea? In a good way!

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

SC : How come I haven’t thought of that?

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

SC : When needed, I will work with other designers. I can co-design when both designers have their specialty, but I prefer being a solo designer. Having two strong design leaders together can be frustrating, and can make it hard to commit to a good product.

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

SC : I always like to run my projects by Melanie, my partner in life. She’s not in the design industry, but she always has a good take on things, and she doesn’t let personal taste override her feedback.

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

SC : As I mentioned earlier Type Matters! by Jim Williams. When I read that book, it made me feel good. It supported what I was thinking about when working with type.

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

SC : Being innovative. Every time that I was presented with a new challenge, I took it and it made me better. Also, staying up-to-date with technologies, and surpassing design trends.

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

SC : I would like to have a chat with Alvin Lustig, so we can talk about his contributions to the design of books, magazines, interiors, and textiles. Those are exactly the same designs that I love doing.

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

SC : I feel proud. The design industry can be hard on designers. The competition is strong and you have good years and bad years. At the end of the day, it’s about not having too many bad years in a row because you will lose your moment.

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

SC : I actually don’t have a favorite color. It could be green, orange, or yellow. Favorite place, by the water; food, Vietnamese pho soup; season, fall; thing I love, books; brand, it has to be the Apple brand – not only because I’m a designer, but also because it is so clean, simple and sophisticated at the same time.

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

SC : I had a very difficult client several years ago when I first started in the industry. I went through a lot of proposed concepts and, every time, the client returned it without giving any clear instructions about what was not working. After meeting the client for the 3rd time, I realized that she was always dressed in purple and didn’t have very good taste. For the 4th proposal, I returned to my first and best concept, but added a lot of purple to the mix. I presented it as if it was a new concept, but the whole time it was the same idea that solved the problem for her target audience – just with the purple color. She loved it and thought it was the best thing in the world. It tells you what clients can be like. Design is not about the client’s personal taste: it’s about the targeted audience and educating the client on the subject. It’s a tough challenge these days with all those design shows on TV. People think they can be a good designer just because they like a color.

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

SC : I don’t think I have to do much to motivate myself. Art and design are a big part of my life, and they are interdependent. I am grateful that I can work in this field.

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

SC : No, not really. As a kid, I was always fascinated with the visual arts, but I only discovered the design field after my fine art studies at university.

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

SC : Time changes so quickly, everything goes so fast. I think things will have to slow down a bit for a better future. I believe in evolution, but we need the time to develop it well for people to be on board.

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

SC : I believe in the power of community. The design industry has benefited from this sense of community and will continue to do so. I have a vested interest in our industry’s success. It’s great to be involved in a community that shares my commitment to excellence in design.