Edu Torres

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Edu Torres ("ET") 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?

ET : I have many influences from designers who look for iconicity in their designs like Saul Bass. I have also learned a lot from designers whose maximum is functionality with a clean and precise aesthetic, such as Paul Rand, Dieter Rams, Reid Miles, and Massimo Vignelli. I studied design at the Faculty of Fine Arts in Design in Barcelona, ​​but I learned CGI on my own

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

ET : I think since childhood I have always had a concern for the arts and drawing. I didn't know until I tried other trades, and I realized that what made me happy and made me feel fulfilled was the design.

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

ET : I definitely chose it. I tried to be a professional musician but I did not find the necessary motivation and in my spare time I dedicated more time to the arts than to music, a sign that I was taking the wrong path, so I decided to follow what I was feeling at the time and I was right.

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

ET : I make images and animations for brands, products, and culture. I like complex projects, those that involve R&D time. These are the type of projects that helps you grow as a designer, learn and evolve.

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

ET : I would tell them to focus on doing something that makes them happy and, above all, takes time to do a lot of personal work. For me personal work is the most important thing for a designer since you can show what you are, it allows you to experiment and get to know yourself better, and you learn to know where your limits are and what you can do to continue learning. Also, focus on improving skills. Many times we want to learn many different things and we get lost along the way, sometimes it is better to focus on one or two things and improve until mastering it.

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

ET : I believe that a good designer is one who meets what is asked of him, who knows how to create a functional and aesthetic product, one who knows how to meet the demands of his profession. But the great designer is one that others seek to innovate, bring something new, and surprise with something that has not been seen before. The great designers are those who bring new things, those who create trends, those who become references, and those that everyone remembers.

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

ET : Para mi el buen diseño que se convierte en genital es aquel que sorprende. Es aquel que está aportando algo nuevo, que tiene voz propia.

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

ET : Good design makes us all live in a better world. If we work on products that are increasingly efficient, more sustainable, and visually more pleasant, we will make everything around us a little better. As designers, we have a duty to try to improve the way we see the world. Investing in design implies directly changing the way we interact with the world, designs change the way of living.

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

ET : I would love to design some title credits. I like many film directors, I would love to design more for culture, like movies.

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

ET : I would love to be able to work creating credits for movies or series. Credit titles are really nice pieces to work for people who are passionate about typography, design and cinema, as it mixes and synthesizes many disciplines in just a few minutes.

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

ET : work and constancy, there's not magic.

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

ET : Saul Bass, Paul Rand, Kyle Cooper, Reid Miles, Dieter Rams...

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

ET : I love Saul Bass's work. Apart from being a very versatile designer, he was very concise and precise in his designs, making them iconic and memorable, always with a clear concept behind.

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

ET : I don't have a favorite. When you design to put part of yourself in everything you do, because of the time you spend and the care you take when executing it, so it is difficult to choose a favorite among all your children, the others get jealous.

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

ET : With perseverance and work, and focusing on something and improving it obsessively. In my case, I focused on something that I liked and made me happy, I turned my passion into my work. If you turn your passion into your work, it is much easier to evolve and grow, since it will cost you less to be constant.

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

ET : Musician. I tried, and I'm still doing something, it's my other passion.

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

ET : For me, the design is to materialize responses to needs in a functional and aesthetic way, and always looks for innovation.

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

ET : In the beginning, myself, I come from a family that is not at all related to design. They supported me a lot in what I wanted to do, but in the end, I was the one who had to push. Today without a doubt I have the support of my wife, who helps me with a critical gaze in everything I do, she is very helpful.

DL: What helped you to become a great designer?

ET : I think there is something that comes from birth, since I was a little drawing artist. The theoretical classes at the university also helped me a lot. Reflection on the design itself and why you do what you do help me grow as a designer. Also, the concern for visual culture, eating swallowing and digesting many images.

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

ET : I have to thank that I have hardly encountered any obstacles, thanks God everything has gone quite smoothly.

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

ET : think everyone should be clear and concise when introducing themselves. Your work represents you, so you have to select very well what is taught and do it clearly to avoid confusion.

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

ET : I would like to start some credit titles. And I hope that in the future I will still be happy with what I do and continue to be interested in what I do.

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

ET : Whatever happens you will continue to be whole with myself, that the project remains the most important and the quality. I would also like to become a reference for others.

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

ET : suppose that people want to continue seeing a quality standard, at least, but I also think that it is important to surprise and be varied.

DL: How does design help create a better society?

ET : Design can change the way people think. The way we interact with the world, with the objects, with the images we see, everything is in connection. We can design in such a way that we influence how people interact with the world. It sounds dramatic, but the reality is that every day we use objects, we watch television programs, we consume products in a certain way. If we design thought in a more sustainable way, we can directly affect the world in a positive way.

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

ET : Unfortunately, I can't talk much about this because of confidentiality contracts, but I love this profession more and more.

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

ET : Personal projects, because you have total freedom to experiment and do what you want.

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

ET : Sustainability. We have to think about how we create things so that they are sustainable and have the least possible environmental impact.

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

ET : I think we are becoming more and more digital. So I think the future will be more and more digital. I also think we are going towards the exclusive and customizable.

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

ET : It depends on every project, from days to months!

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

ET : Generally by looking for some references and making some sketches, it helps to quickly visualize what could work.

DL: What is your life motto as a designer?

ET : don't have a golden rule, but I would say that you should always try to stick to what the project needs. Sometimes we try to design forcing to include what we want to add and that does not go at all with the essence of the project, so you have to be smart to know how to make what stands out is the project itself.

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

ET : What came first the chicken or the egg? I think they both feed back.

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

ET : In my case almost everything. As a 3D designer, my main tool is the PC, so my whole process is very technological.

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

ET : A very powerful PC, a Wacom Tablet, and a 3D software, like Cinema 4D, Zbrush, etc..

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

ET : They are everything. Mostly the light, light is what reveals everything, without light there would be no design. (except sound design)

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

ET : I'd rather they ask how it was done. If they ask too much about the design itself, or do not understand it, it is that perhaps the design is not well done.

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

ET : I wish it was mine, haha.

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

ET : My wife without a doubt. She is related to the world of design, in another field. It helps me to be the first filter and check what is working and what is not. Having an external gaze helps to see everything with the objectivity that you can sometimes lose when you are so immersed in the process. Obviously collaboration always helps to improve a product.

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

ET : Dvein, their are amazing directors.

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

ET : In general the mentality of William Morris, and the Die neue Typographie by Jan Tschichold.

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

ET : Working and working. And reading a lot and feeding a lot of visual culture.

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

ET : Reid Miles.

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

ET : I do not consider him famous at all, in fact I am not, but I am very grateful for the award.

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

ET : I dont have favorite color, all are beautiful. Love Edimburg and Costa Brava in Catalonia. Love food, I dont have favourite dish! Winter Nespresso

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

ET : I did all the branding for a top-level sporting event in Spain, the King's Cup in basketball. It was a very gratifying experience since I was working in the same stadium, creating all the necessary visual content, while watching the games at the foot of the track, sharing a hotel with the players, and with freedom to move to any corner of the stadium.

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

ET : The project im working on!

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

ET : No, like most children, you want to be a footballer, astronaut or Batman.

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

ET : I hope that the earth remains habitable.

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

ET : Let them follow their passion, think about what they liked to do as children, what excited them, perhaps that is their true profession.