abnodesigns

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer abnodesigns ("Abnodesigns") 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?

Abnodesigns : Design has always been a part of our lives. Since school days in Amman, our major was in Art and Design then moving on to college in Toronto where we both studied in design schools.

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

Abnodesigns : The biggest motivation is to enhance visual communication, give meaning and to beautify the world we are living in. It was never a conscious decision to become a designer, it just happened naturally.

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

Abnodesigns : We can say that we are designers by nature, ever since we were kids.

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

Abnodesigns : We create brands, designing everything that comes with that. Starting with the logo, all the way to the actual space and everything in between. We have been designing a few music festivals for the past 8 years and that is what we wish to design more of.

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

Abnodesigns : Live, eat and breath design. Do it out of love and passion.

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

Abnodesigns : The conceptual part, and also the professionalism.

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

Abnodesigns : Good design lives for a long time. We always make sure that whatever we design can last at-least five years and up. Also, the concept behind the design is a big distinguisher of a great design.

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

Abnodesigns : Good design affects the human race on a conscious and subconscious level. Good design can elevate our daily experience and enhance productivity and positivity.

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

Abnodesigns : Many things. We would love to design beer cans, international music festivals, exhibitions/products/services for BIG brands.

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

Abnodesigns : Creating a brand with a big idea that will last for long, such as Nike, Dolce and Gabbana , Qtips and Absolute vodka just to name a few. Or maybe branding design weeks in places such as Milan, New York, Toronto or even Copenhagen.

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

Abnodesigns : Consistency, Consistency, Consistency. If you don’t keep at it, day after day, year after year you may loose it. SO CONSISTENCY IS KEY.

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

Abnodesigns : Sagmeister, people behind Gucci Decor (which really baffled us in Milan Design week), Toilet paper magazine and their collaboration with Seletti. Also, a lot of fashion design brands highly inspire us.

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

Abnodesigns : Nike branding. Simple and memorable.

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

Abnodesigns : Our branding. It has been created ten years ago and it’s still relevant and makes sense today. We even won an award for it ten years later.

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

Abnodesigns : Travel, Travel, Travel and explore. We make it an aim to travel all around the world to discover and learn about design in different cities and cultures. Traveling for design leads you to the coolest things/shops/places in any new city.

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

Abnodesigns : We would have either gotten into music (pianist) , dance or psychology.

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

Abnodesigns : Design is laying out things in a way that makes your eyes smile and your brain move positively.

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

Abnodesigns : Firstly, our parents, providing us with great design education. Then friend and partners who always believed in us.

DL: What helped you to become a great designer?

Abnodesigns : The partnership that we have combined with (what we would love to think) a good taste in design.

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

Abnodesigns : Being from the Middle East as women, it was sometimes a challenge to break the norm in a conventional settings.

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

Abnodesigns : In a basic clean manner, let the design speak for itself.

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

Abnodesigns : We are specializing in branding music festivals, we are currently working on Sandbox Festival 2019 in Egypt and a few branding projects in Amman and Dubai. Bigger festivals coming up in the future.

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

Abnodesigns : Creating memorable designs that sell and last.

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

Abnodesigns : We don’t like expectations. It’s always customized to the clients needs.

DL: How does design help create a better society?

Abnodesigns : Design can create awareness, affect people’s choices, and spread knowledge like no other.

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

Abnodesigns : Designing and branding a huge automotive showroom.

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

Abnodesigns : The Harley Davidson Jordanian symbol. It was great to work with an international team to come up with an approved design from Harley international. Also, the 7up photo booth, we created an activation in two malls over two weeks. We had to design, execute and finalize the whole thing in a short duration. It was a rush and we had to work all nighters to get it done. It gave us satisfaction to see the hype it created after all the hard work. Also, getting recognition from 7up offices in New York.

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

Abnodesigns : More print, less screen time. More actual than virtual.

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

Abnodesigns : Robotics. We even saw a Puppy pet robot designed by Sony this year in Milan Design Week!

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

Abnodesigns : Depends on deliverables. Anywhere between one month to a year.

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

Abnodesigns : Research/ brainstorming and sketching.

DL: What is your life motto as a designer?

Abnodesigns : Ideas need space.

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

Abnodesigns : It’s like “what comes first, the chicken or the egg?”

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

Abnodesigns : It has a big role, but that role comes in after we brainstorm/sketch and come up with the concept that we want to design.

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

Abnodesigns : Adobe in-design, photo-shop, illustrator.

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

Abnodesigns : All these elements and a lot more come together to create the whole look and feel of whatever we are creating.

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

Abnodesigns : How did you think of that?

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

Abnodesigns : We wish we did that.

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

Abnodesigns : Our ideal design partner is our existing selves. We definitely believe in co-design, both of us wouldn’t have lasted as much if we weren’t doing it as a team. There is a saying in our country that we believe in that says: “One hand alone, cannot clap.”

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

Abnodesigns : Each phase had different people, but mostly clients.

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

Abnodesigns : Applied Arts Magazines, Dazed and Confused Magazine. Brutal Simplicity of Thought, Human Kind for Leo Burnett, Damn Good Advice (for people with Talent), My name is Charles Saatchi and I am an Artoholic, How to be a graphic designer, without loosing your soul and Work for money, design for love.

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

Abnodesigns : Practice makes perfect.

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

Abnodesigns : Steve Jobs or maybe Bach.

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

Abnodesigns : It’s always the beginning, there is always a lot to learn.

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

Abnodesigns : Oh wow, this is a tough one. We traveled a lot in search for the best design places. From sketch in London to Carlo e Camilla in Milan, to Taj mahal in India and Guggenheim museum in New York. We always try to concentrate on the now, because there is always a favorite place/color/food/brand and thing, but season WE LOVE SUMMER.

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

Abnodesigns : When we didn’t know the difference between Art and Design. We also didn’t know what Macintosh computers were until we went to university.

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

Abnodesigns : Global exploration. Travel is essential to our growth as designers. We draw inspiration from tiny details in marble, tiles and textiles to the tallest skyscrapers; from the natural world to gastronomy and culture. Our designs embrace influences from east and west and everything in between. Travel inspires us to do what we love most: DESIGN.

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

Abnodesigns : We were always soo into Art and Design, and we always created and designed the games and toys we played with as children.

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

Abnodesigns : A million possibilities can happen, creativity is endless.

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

Abnodesigns : We are Abeer and Noor. Born in Amman, we’ve been twins in inspiration since we met in 1995. After completing degrees in Advertising Design in Toronto, we co-founded abnodesigns in 2006. We are best known for our minimalistic and bold designs. Our work is infused with influences from our middle eastern heritage and our travels around the globe.