Pancho González

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Pancho González ("PG") 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?

PG : I studied advertising with a passion for understanding visual communication's impact on culture and business. My background includes formal education in copywriting, social media, graphic design, media, advertising, digital marketing and ongoing learning through global exposure and collaboration.

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

PG : I am motivated by the ability to tell stories, solve problems, and evoke emotions through design. It’s a powerful way to connect ideas and people, creating something meaningful and impactful.

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

PG : Becoming a creative director was a matter of lucky, long story. I’ve always been drawn to creativity and visual expression, so pursuing this path felt natural even though.

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

PG : As a creative director, my designs span branding, advertising campaigns, and experiential concepts. I’d love to explore more projects at the intersection of design and sustainability.

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

PG : Stay curious, embrace feedback, and develop a unique voice. Understanding human behavior is as important as mastering design tools.

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

PG : A good designer meets expectations; a great designer surpasses them by bringing innovation, emotion, and purpose to their work.

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

PG : Good design solves a problem, is aesthetically pleasing, and communicates effectively. It should evoke a reaction, whether it’s admiration, curiosity, or inspiration.

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

PG : Good design enhances user experience, builds brand trust, and fosters emotional connections. Investing in it translates to better business and societal outcomes.

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

PG : I’d love to design for cultural institutions or create designs that blend technology and tradition, such as an interactive art installation.

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

PG : A project that combines design, technology, and education to address social issues would be a dream come true.

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

PG : Collaboration, empathy, and resilience. Listening and adapting are my secret ingredients.

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

PG : Paul Rand, Massimo Vignelli, and more contemporary figures like Stefan Sagmeister inspire me with their timeless approaches.

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

PG : I admire designs that redefine norms, like the Coca-Cola branding evolution or Apple's product designs. They’re simple yet profound.

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

PG : My most significant design is often my latest project—it reflects my current growth and thinking.

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

PG : Practice, seek mentorship, and observe the world. My growth came from embracing challenges and continuous learning.

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

PG : I've done the same

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

PG : Design is the bridge between functionality and beauty. It’s purposeful creativity that transforms ideas into reality.

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

PG : My wife, my family, my son, mentors, and team have been invaluable supporters throughout my journey.

DL: What helped you to become a great designer?

PG : Curiosity, persistence, and an understanding of the problem you’re solving.

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

PG : Early in my career, gaining recognition and trust was challenging. Overcoming this required persistence and boldness.

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

PG : Clear storytelling and connecting the design to the client’s goals are vital. Presenting with confidence is key.

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

PG : I’m exploring how AI and sustainability can converge in design—stay tuned!

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

PG : To create ideas that inspire change and are remembered for their impact.

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

PG : People expect creativity, leadership, and the ability to elevate ideas into something extraordinary.

DL: How does design help create a better society?

PG : Design can promote awareness, inclusivity, and innovation, shaping a better future.

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

PG : I’m working on a branding project with a deep social and environmental purpose.

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

PG : The projects where I collaborated deeply with others and made a tangible impact are most rewarding.

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

PG : More emphasis on ethical design and inclusivity is needed.

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

PG : Design will integrate with AI, data, and sustainability, offering endless possibilities.

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

PG : It varies; great design often requires iterative processes.

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

PG : I begin with research and understanding the client’s vision and audience needs.

DL: What is your life motto as a designer?

PG : "Create with purpose, innovate with heart."

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

PG : Design should set trends while reflecting cultural shifts.

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

PG : It’s a tool to enhance creativity and solve complex problems.

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

PG : Adobe Suite, Procreate, and increasingly AI-based tools are in my arsenal.

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

PG : These are the soul of design, bringing emotion and context to life.

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

PG : “What inspired you to choose this specific approach?”

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

PG : I admire its simplicity and the thought process behind it.

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

PG : Collaboration enriches creativity, so yes, I believe in co-design.

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

PG : Colleagues, mentors, and creative partners have been instrumental.

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

PG : "Designing Brand Identity" by Alina Wheeler and "Steal Like an Artist" by Austin Kleon.

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

PG : "Designing Brand Identity" by Alina Wheeler and "Steal Like an Artist" by Austin Kleon.

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

PG : "Designing Brand Identity" by Alina Wheeler and "Steal Like an Artist" by Austin Kleon.

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

PG : Awards are humbling. Staying grounded and focused is essential.

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

PG : Color: Blue. Place: Patagonia. Food: Sushi. Season: Snow. Thing: Skateboard. Brand: Apple.

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

PG : Presenting a logo to a client and realizing the initials accidentally formed an unintended word—it was a hilarious and humbling moment.

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

PG : Seeing an idea come to life and resonate with people.

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

PG : My love for art and storytelling hinted at a creative future.

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

PG : In a thousand years, design will blend with human consciousness and universal connectivity.

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

PG : In a thousand years, design will blend with human consciousness and universal connectivity.