Kirill Semenovich

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Kirill Semenovich ("KS") 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?

KS : I don't have a professional education in design. But it so happened in my life that from childhood I loved to draw. Then I learned how to make and edit videos. Then I fell in love with painting. I studied architecture at the RUDN university in Moscow. Finally, it so happened that after graduation, my portfolio of graphic design was bigger than the portfolio of architecture. Even then I started to work remotely in the field of graphic design. Then I founded my own brand design studio «pale». That's why, to some extent, I feel out of bounds and allow myself to experiment within the field of graphic design, combining different types of visual art.

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

KS : I like to design systems, I like to design brand’s DNA. I like to create a product and watch it evolve. I love art as well. And I'm trying to bring design into the form of art.

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

KS : It was my conscious choice to become a designer.

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

KS : Most of all I like to create identity systems. That's why our studio focuses on branding.

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

KS : The main thing is to love what you do. Don't be afraid to do new and unusual things for yourself. Set yourself clear goals, and follow them. Simply put - work and analyze your actions.

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

KS : Probably - genius.

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

KS : As a rule, a good design attaches immediately at the first glance, because its visual component. After that, you want to disassemble it into the bones to get to its soul. Understand why it is exactly what it is.

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

KS : If we want to make life easier for ourselves. To be happy and not to bathe in the visual dirt - so you have to invest in a good design.

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

KS : At the moment, it would be interesting to work on the city's identity. Experience with such a project was, but unfortunately it did not come to realization.

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

KS : In our studio we have developed an approach to brand design using mental maps. At this stage, we use third party programs to implement our approach. That's why we're thinking and, if possible, taking steps towards patenting and developing our own cloud software. If we had more time, we would have realized this task in the first place.

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

KS : We don't have any secret recipe. At least for now. We do all projects using a proven system. I think this is our success.

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

KS : In different periods of time I like different works of other designers. And that's okay, because there's a lot of information, and you find someone who attracts more from time to time. At the moment I like, for example, russian studio Shuka. Ivan Bogdanov. Guccimaze. Сam Villanueva. But to be honest, I try to look less at the works of other designers for inspiration. I prefer to take it from other spheres, for example, painting, film, technology, family.

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

KS : I can't say the exact names. I just like strange and unusual things. Something that can cause controversy. I think this is the design that sets the vector and develops our sphere.

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

KS : Nothing original. Set a goal and go to it. Understand what you want, and decompose all your actions in stages to achieve the goal.

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

KS : I graduated with a bachelor's degree and a master's degree in architecture. Perhaps I would have been involved in architecture. Maybe I would make a movie, because video is my hobby. Perhaps I would become a priest. I don't know. Now I'm in the design business and I'm happy with it.

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

KS : Design for me is the intersection of art and logic.

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

KS : I started from "nothing" - without a design education. And my biggest supporter was God and my parents. And later I met my main muse - my wife.

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

KS : Pale mental map I was talking about above. This is probably the main task. We also continue to work with companies and create new brands.

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

KS : We are a young studio, so the immediate goals are to gain popularity, strengthen our position in the market and become one of the authoritative design studios at least in Russia (for starters).

DL: How does design help create a better society?

KS : I believe in people. I believe in the power of the collective mind. So when a group of people come together around an idea, it can have interesting consequences.

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

KS : Everything about brand development is delightful to me. I like to design systems and create the rules by which these systems live. I'm interested in watching the brand grow and develop into something more.

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

KS : Obviously, everything is moving in the direction of AI and algorithmic design, and this is good news. Designers should not be afraid that AI will replace them as professionals. On the contrary, AI will be the main assistant and tool of each designer.

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

KS : It all depends on the project. On average, for example, it takes 2-3 weeks to develop a logo. There are four weeks for an identity.

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

KS : Always start with communication with the customer - we make a brief, then proceed to the analytical part.

DL: What is your life motto as a designer?

KS : Love, think, play.

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

KS : I think it could work both ways. When the design is progressive - it sets trends. When trends are no longer relevant - they give rise to a new level of design.

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

KS : We use Adobe software package, especially Illustrator, Photoshop, After Effects, Premiere Pro. We make web design in Figma. We design mental maps in Xmind. 3D modeling is done in Cinema 4D.

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

KS : Most likely admiration and inspiration. Sometimes I'm upset that I didn't think of such thing myself.

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

KS : My perfect partner is my wife. She brings me inspiration, she criticizes my work and completely influences how our product will ultimately look.

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

KS : Usually these aren't design books. I like to read religious literature and in many ways this literature influences my approach to design.

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

KS : Jesus Christ.

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

KS : Black, our home, fried eggs, summer, pale.

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

KS : Memento mori. Perhaps the thoughts of death are the most motivating.

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

KS : I think so, yeah. I've always loved to draw. I often lay on the floor among felt-tip pens and drew. At the time, I didn't know who the designers were, so I wanted to be an artist.