Ruud Winder

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Ruud Winder ("RW") 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?

RW : I studied graphic/communication design at the Gerrit Rietveld Academy in Amsterdam. My journey has always been about blending creativity with strategy wich lead me to more branding and brand activation. Over the years, I’ve had the opportunity to work with my team on a variety of projects that pushed me to continuously evolve.

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

RW : What motivates me is to give any entity a unique visual character. Everybody is unique! Realizing and embracing one’s uniqueness is the cornerstone of creativity and authenticity. Having the courage to express your individuality not only enriches your own journey but also contributes to a world filled with diverse perspectives and ideas.

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

RW : In high school, there weren’t really other subjects I excelled at, but choosing design has always felt like the most natural thing to me.

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

RW : Brand identities. Companies, products. ICT related or with positive human impact, all future proof companies are welcome at Rebrandt®. See examples of brand identities at: www.rebrandt.com

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

RW : Design Legend is a title you’ve placed on me, and while I appreciate the compliment, I can’t justify why I would deserve it—that’s for others to decide. If you rephrase the question and ask how I became the designer I am today, the answer is quite simple: staying consistently critical of my own work and creating a lot—truly, a lot. That’s what helps a designer grow. And most importantly, don’t be afraid of external criticism—it’s free advice. Ideally, you should already be far more critical of your work than anyone else could ever be.

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

RW : A good designer fulfills the brief effectively, delivering solutions that are functional and visually appealing. A great designer goes beyond the brief, creating work that is timeless, emotionally resonant, and redefines the problem itself.

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

RW : When it feels logic, simple and natural.

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

RW : Good design connects ideas with people by turning purpose into meaningful experiences. It creates value by making things clear, engaging, and lasting.

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

RW : My team and I make time for any branding/design challenge.

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

RW : I have worked on many complex branding projects over the past 25 years, and I can confidently say that I thoroughly enjoy tackling large, seemingly impossible branding challenges. For which organization? As long as they are future-proof—not part of the old economy—but companies with their hearts in the right place and a clear vision for growth in the right direction.

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

RW : Deep research, effective communication with the client, a strong concept, and the ability to separate the core message from the average ones are key. Dare to make bold choices, spend days—not just hours—designing the best option, and, in the end, invest enough time perfecting every detail.

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

RW : Anton Beeke, Pierre Bernard, Paul Gaultier, Wim Crouwel, Dick Bruna

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

RW : I’m a big fan of Grapus, Paul Gaultier, and Anton Beeke—designers known for their strong conceptual work and organic aesthetics that perfectly align with the emotions you want to experience.

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

RW : Not easy to choose, the catalogue series of Metis_NL, the Woonwaard ID, Koopmans ID and SYNQ ID are one of my favorites, but you know, the best design still has to come...

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

RW : Dare to make mistakes and follow your heart, and letting your reasoning guide you at set times.

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

RW : I'm afraid I would have been unemployed *;-) and started as an entrepreneur out of desperation.

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

RW : Being able to communicate the right way visually, with care, passion, honesty, and craftsmanship.

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

RW : My wife, my family and my colleagues.

DL: What helped you to become a great designer?

RW : My education. Gerrit Rietveld Academy 1990-1995.

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

RW : Getting the business rolling while maintaining my focus on creating the best possible designs.

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

RW : With their hart and with passion, they must fully stand behind the presented design. Never show three options—only one — the best one your really believe in. If it doesn’t fit the assignment, present another one two weeks later.

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

RW : Me and my team are working on the city branding of the Dutch city of Alkmaar. This will be released in March 2025. And besides this project we are working on several branding projects; Verdi Groep, ChillBase Zoetermeer and more...

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

RW : Create as much as possible good branding designs.

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

RW : That the new work will be better.

DL: How does design help create a better society?

RW : I don’t know exactly ‘how’ to achieve a better society through design. However, society would certainly be easier and more pleasant to live in if we were surrounded by good design.

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

RW : Starting with the branding of a new book release for Vincent Jeitler.

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

RW : DearBytes. The first project where we truly handled every aspect of the rebranding, from strategy to naming, visual identity, and the entire launch campaign. Multiple awarded and such a great design result and a market leadership in 1 year.

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

RW : Less standards, more space for uniqueness.

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

RW : From a gloomy time now to an enlightening time ahead, with more diversity, greater awareness of social issues and an increased focus on sustainability and quality.

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

RW : Depends on the speed at the client side. Rebranding projects to create new brandnames and visual identities will take just 3 months.

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

RW : I bombard the client with questions: What and who is this client/product, what is the problem and why do we have to make something? What is the goal? And more questions that will give me a sharp view of the case.

DL: What is your life motto as a designer?

RW : Dare to be unique!

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

RW : I believe trends are mostly overrated and often used as an excuse to avoid creating unique designs — what is way more difficult. I care about good and unique designs, they are timeless.

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

RW : Broadening, inspiring, but above all, supportive of the concept.

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

RW : Adobe Suite (all applications)

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

RW : They are essential elements in the emotional and functional experience of a brand.

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

RW : Why does it look like this?

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

RW : When I'm drawing in my sketchbook, I see how worthless or valuable my ideas are. In my head the always shine and look nice, but once you sketch it on paper, mostly it's disappointing and hours of sketching start, to come to something less worthless. And if you go further and further, the diamond will get glance.

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

RW : I absolutely believe in co-design, we do this every day with my team: Karin ter Laak, Nikkie Wester, Chris Mannuputy, Peter Puntman, Kaz van Wel and more.

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

RW : My team; Karin ter Laak, Nikkie Wester, Peter Puntman, Robert Blaauboer, Frans Jacobs, Kaz van Wel and more.

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

RW : Oh so many, doesn't fit in this article.

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

RW : To be highly productive

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

RW : Hahaha, I will survive. *;-)

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

RW : No standard favorites, depends day by day.

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

RW : One of my designs is used without my permission in 1.350.000 products of one of the biggest football clubs in the world. Not real funny, but quit a case this moment. To be continued...

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

RW : Being productive!

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

RW : I think so, always drawing, sketching...

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

RW : I can't look forward thousands years from now, but I am very positive about the near future. More design, more progress, more innovation leaving the negative years behind.

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

RW : Don't hesitate to contact me and my team, we would love to create your (re)branding.