João Loureiro

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer João Loureiro ("JL") 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?

JL : Coming from a family of artists and designers, it felt natural for me to pursue a career in design. Both of my parents are painters, and my sisters hold design degrees. In 2005, I began my formal education in Graphic Design, earning a professional degree. That same year, I won my first design award, which was a pivotal moment in launching my career.

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

JL : Art and design have always been integral to my life. Growing up, I was constantly surrounded by creative influences, attending exhibitions and observing my sisters' work. This immersion made it a natural progression for me to embrace design as a profession. I am passionate about design because it allows me to blend creativity with problem-solving.

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

JL : Becoming a designer was a natural choice for me. As I mentioned earlier, design has always been a part of my life and environment, making it an inevitable path for me to follow.

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

JL : My expertise lies in Branding and Editorial design. While I currently work extensively on digital design, my true passion is for graphic design.

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

JL : Focus on building a strong, diverse portfolio. As Head of Design at Seegno, I see many applications, and a well-curated portfolio stands out more than an impressive academic record. Create projects, even if they are fictional, and showcase your versatility. Don't be afraid to take risks and get hands-on experience.

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

JL : Consistency is key. A good designer can produce exceptional work occasionally, but a great designer consistently delivers high-quality results, regardless of the brief.

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

JL : A good design meets its intended purpose within a specific context. A truly great design, however, is timeless and transcends trends.

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

JL : Good design enhances brand recognition, solves problems, differentiates brands, and fosters loyalty, leading to long-term success.

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

JL : I would love to design for Apple.

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

JL : Besides working with Apple, I dream of designing wine labels and packaging. The opportunity to work with premium materials and create unique, tactile experiences is a graphic designer's dream.

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

JL : Consistency is my secret ingredient. My work is recognized for having a unique signature, and clients appreciate this distinctiveness.

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

JL : Sagmeister, Paul Rand, Jessica Walsh, Paula Scher, Peter Saville, and many others.

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

JL : I admire Sagmeister's work for Casa da Música in Porto, Portugal. He created a dynamic design framework using the venue's 3D shape, which was incredibly inspiring.

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

JL : My work for the International Photography Festival - Encontros da Imagem (2009-2013) is a highlight. The project allowed me to explore multiple brand collateral and engage deeply with artists, making it a memorable and significant part of my portfolio.

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

JL : Stay inspired by your surroundings, remain humble, and always listen to your clients. Even when you disagree, use your work to show alternative perspectives.

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

JL : I might have pursued something related to music and events.

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

JL : Design, for me, is the intentional creation of solutions that are functional, aesthetically pleasing, and user-centered, aimed at solving problems and enhancing experiences.

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

JL : My friends and family have been my biggest supporters.

DL: What helped you to become a great designer?

JL : A genuine love for what I do and a constant curiosity to learn and improve.

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

JL : Finding a design degree that aligned with my vision was challenging.

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

JL : It depends on the context, but always present your work visually and engagingly.

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

JL : I am currently working on several exciting projects. You can expect my unwavering commitment to quality and consistency while I continue to explore and innovate in various design fields.

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

JL : To improve every day, gain recognition from potential clients and the design community, and continually push the boundaries of my creativity.

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

JL : They expect creative, clean, and effective solutions to their problems.

DL: How does design help create a better society?

JL : Design helps solve problems and engages communities in meaningful ways.

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

JL : I'm excited about some new branding projects that I will share in my portfolio soon.

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

JL : Branding projects are particularly fulfilling. Balancing a brand's message, target audience, values, and visual identity is challenging yet rewarding.

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

JL : Greater involvement in addressing global issues, more social consciousness, and smarter, greener communication.

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

JL : The design field is moving towards integrating AI and technology, focusing on sustainability and inclusivity, and emphasizing user-centered, immersive experiences.

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

JL : It varies depending on the project's complexity.

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

JL : I start with briefing and research.

DL: What is your life motto as a designer?

JL : “Less is more”.

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

JL : Both. Some designers set trends, while others follow them.

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

JL : Technology should be used consciously as a tool, not as the sole creative solution. AI can be helpful, but it lacks the human touch necessary for solving real-world problems.

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

JL : I use a Mac, Adobe Creative Suite, and Figma.

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

JL : Color is crucial as it is often the first element recognized by the audience, making it one of the most important aspects of design.

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

JL : I wish people would ask about my creative process.

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

JL : "Damn, I wish I had created that!"

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

JL : I don't have a specific ideal partner, but I do believe in co-design if the people involved are well-matched.

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

JL : Other designers and creatives around me.

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

JL : “How to be a Graphic Designer Without Losing Your Soul”by Adrian Shaughnessy.

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

JL : By staying curious and striving to improve with each project.

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

JL : I would love to gather my favorite designers around a table with great food and Portuguese wine, sharing experiences and advice.

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

JL : In a crowded field, it's challenging to achieve organic recognition, but good design will always be recognized eventually. It's just a matter of time.

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

JL : Blue. Portugal. Pasta. Summer. iPhone. Apple.

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

JL : Once, while designing merchandise for a jazz-themed coffee place, the client suddenly requested a bizarre addition involving a monkey with a knife and a tagline about women being more dangerous than monkeys with knives. It was an uncomfortable situation that I had to gracefully exit, later finding out the client had just broken up with his girlfriend.

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

JL : A productive day, both in terms of quantity and creativity, makes my day great. I motivate myself through daily research and seeking inspiration.

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

JL : I always aimed for it, but it wasn't obvious at such a young age.

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

JL : I hope humanity can make significant changes for a better world.

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

JL : I feel incredibly fortunate to do what I love. For those interested in my work and creative process, I encourage you to follow my social networks and check my website at www.joaoloureiro.com .