Akiko Kanna

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Akiko Kanna ("AK") 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?

AK : I graduated with a B.A. in Graphic Design from Central Saint Martins College of Art & Design. I worked as editorial designer at British style magazine Dazed and Confused, then joined design studio North, famous for corporate identity work.

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

AK : I enjoy that every work is different and I like finding the solution for problems in order to create better communication and that’s what really interests me always.

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

AK : I chose to be a designer and I think this job fits me perfectly because I can get access to most subject areas through design.

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

AK : StudioKanna is a graphic design studio specialized in corporate identity and print design. I am also interested in pursuing self-initiated projects, collaborating with others, organizing exhibitions, and pursuing design solutions for regional development with local communities.

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

AK : I suggest to try working with people or studios that share a similar style of yours and learn how they deal doing business with clients. It is very valuable if you wish to have your own studio in the future.

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

AK : Good Designer - Can solve the problem. Great Designer - Can solve the real issue but can also add character and personality to the design in a balanced manner as required by the client.

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

AK : Whether the mission is understood or not, and if you challenged yourself to the next level through the project with good support from the clients.

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

AK : I think the most important point is making communication easier and better. Good design will last longer and will be remembered for a very long time.

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

AK : I wish I could support a design project for a local product in Italy.

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

AK : Creating identity for Olympic Games or Airline / Cargo company would be interesting.

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

AK : Being inspired everyday from daily life.

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

AK : I really appreciate the work from two schools, Bauhaus and HFG of Ulm. These classic legendary schools always remind me the principles of design and what beauty of design should be, combining simplicity and better functionality at the same time.

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

AK : Otl Aicher - 1972 Summer Olympics in Munich, and more. Feels like can always teach me what being a professional designer is. Lance Wyman - Great creativity for every identity and instant eye catching by colour and shape which can effectively involve people of all ages.

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

AK : Same answer to question 12&13.

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

AK : I do like to focus on the problem solving from what I see in everyday life and this process helps me to come up with an idea and then I try to write down some memo on the back of my sketch book.

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

AK : I could have pursued a career as concert pianist.

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

AK : My approach for design is based on finding simple but meaningful solutions for communication needs.

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

AK : Every person I met through my experience and career.

DL: What helped you to become a great designer?

AK : My experience and career which allows me to be more original than most.

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

AK : I guess learning a foreign language was a pretty big obstacle.

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

AK : I think you should use your style to present your work in the most effective way.

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

AK : When I connect with a Italian designer network, I would like to organize exhibition like I did in Tokyo.

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

AK : My goal is to create a overseas branch for my studio.

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

AK : More original concepts, more international focus, more experience to offer.

DL: How does design help create a better society?

AK : I feel like a designer contributes to society mostly by making communication easier thus improving the way people understand each other.

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

AK : I have some works-in-progress but I guess you’ll have to see the finished product when it’s ready.

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

AK : I had the pleasure of doing business with Coca Cola Japan, DUNLOP, Toyota Motor Europe, Panasonic Mobile Communications Co., Ltd, Saga Prefectural Government. Big company like these i learned a lot through the project.

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

AK : It would be nice to be able to meet up with clients more efficiently and smoothly through technology, so it would be possible to work from anywhere in the world.

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

AK : I think the design field itself will focus more on originality and on the contributions of the individual rather the improvements by technology or software.

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

AK : It depends on the project, but usually in 1-2 weeks I can find the direction I would like to pursue. After that it really depends on the client so I can’t really say.

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

AK : Every project is different, but I guess I try to find a good concept looking from different angles and perspectives .

DL: What is your life motto as a designer?

AK : “Simple communication”

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

AK : I think design sets the trends, more than the opposite.

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

AK : I guess it’s nice to have a common interface to work with, as most designers in the industry like to use a Mac platform and Adobe software for example.

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

AK : My go-to tools are Adobe InDesign, Illustrator, Photoshop, and some others, all running on MacOs.

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

AK : I like monotone, as natural as possible.

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

AK : I wish they can appreciate the originality.

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

AK : I want to know more!

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

AK : I am more a artistic kind of person so would be nice working with more business-inclined type of person in order to communicate easily with clients while I can concentrate on the project.

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

AK : Same answer to question 12 and 13, and ex-colleagues from design studio in London.

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

AK : Some books about Bauhaus and HFG of Ulm.

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

AK : After I joined the design studio in London, famous for corporate identity work, I had the privilege to work with a group of talented designers together.

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

AK : I’d like to meet Beethoven and talk about design of a concert poster with him.

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

AK : I’m happy for the moment but I’m always thinking for the next move.

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

AK : I love spend time in second-hand book shops and in antique shops or markets.

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

AK : When I was working at the design studio in London, me and my ex-colleague noticed we were actually a CMYK colour with what we happened to be wearing that day. I was the yellow one in the group.

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

AK : I love to have a nice cup of coffee and pick the music for setting the mood of the day.

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

AK : I was good at painting pictures but I didn’t know exactly which area of art I was most passionate about.

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

AK : I can imagine boundaries getting weaker and a world without boundaries could cause everything become equal and the same, and possibly we will see and use the same controlled style. Maybe just a few people could survive as artists.

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

AK : Please visit my website and email me if you want to get in contact with me. I always happy to hear from you.