Pavel Kozlov

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Pavel Kozlov ("PK") 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?

PK : I began studying graphic design in 2002 at a university in Moscow, Russia. During my studies, I participated in international exhibitions. In 2006, I graduated and immediately started working in my field, creating packaging and manuals for climate control equipment.

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

PK : I am motivated by the ability to visually communicate ideas and solve problems through design. The creative process, from conceptualization to execution, excites me and allows me to bring innovative solutions to life. I became a designer because I have always been passionate about art and creativity, and I wanted to combine that passion with practical skills to create impactful designs that resonate with people.

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

PK : It was my conscious decision to become a designer. Even before university, I was interested in changing things to make them both functional and beautiful

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

PK : I like graphic design - packaging design, illustration. I want to create some industrial and textile design. Want to create my own fashion brand.

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

PK : More practice in design, learn not only design (photography, architecture, sculpture, history of art, history of fashion) Get more experience.

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

PK : A good designer creates functional and aesthetically pleasing designs that meet the client's requirements and solve the problem at hand. A great designer, however, goes beyond just meeting the requirements. They bring a deeper understanding of user experience, push creative boundaries, anticipate future trends, and create designs that not only solve the problem but also evoke emotions and leave a lasting impact. Great designers also continuously seek to learn and adapt, staying ahead of industry changes and innovations.

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

PK : A good design becomes exceptional when it is functional, aesthetically pleasing, user-friendly, innovative, and emotionally impactful. Evaluate design by how well it solves the problem, attracts attention, and provides a positive user experience.

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

PK : A good design is a - great visual and good usability, but it depends on the main task of design.

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

PK : I want to make a design of tea pot and tableware for Wedgwood of Lenox. Because I love tableware ... Or socks for Falke :)

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

PK : My own fashion brand. I want to make a tableware, home textile, socks and ... yes, sneakers ;)

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

PK : Inspire by your life.. And do more great job.

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

PK : It's a long list of designers... Paula Sher (from Pentagram), Vadik Marmeladov, Peter Tarka and other...

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

PK : Logotypes by Paula Sher it's a incredible projects, Vadik Marmeladov with his philosophy, Peter Tarka with his 3D models.

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

PK : My best design is the project for Tristan Pollock. I created three illustrations in a unified style for his article in the magazine, each reflecting the essence of a different paragraph.

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

PK : Everytime you need to take a harder tasks and do it better better and better... and don't forget about the rest.. Good rest is imporant.

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

PK : Going to test pilot school... and being a test pilot as my father.

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

PK : Design is everywhere. Wherever you look, there is design. A bus stop, a street lamp, any bench on the street — everything is design.

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

PK : My classmate from Radugadesign was my friend in University and best art-director in the Radugadesign studio.

DL: What helped you to become a great designer?

PK : My own projects about design and experience helped me to create a many interesting things.

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

PK : The financial side of life always creates a lot of problems. Sometimes you have to take on projects just for the money, without thinking about adding the work to your portfolio or showing it to anyone.

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

PK : Each project should be shown as it would appear in real life. For example, for an interface, it should be displayed as it looks on a phone screen. Or for a branding project, it should be shown as it appears on actual materials.

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

PK : It will be my personal project - concept of packaging design for Starbucks coffee..

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

PK : Make more beauty things... and be a designer.

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

PK : People expect a designer to bring novelty and new concepts. But life isn’t always that perfect. A designer’s life involves a lot of routine.

DL: How does design help create a better society?

PK : Society and its appearance greatly depend on what surrounds it. If there is decay and dirt around, society will correspondingly be angry and... sad. If there is beautiful design and everything is convenient, people themselves will be drawn to the beautiful.

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

PK : At this moment I creating the online shop for my friends from Radugadesign. Really interesting project.

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

PK : Illustrations - often without some deadline and you can pain when you want. I love illustrations. Also - packaging design... concepts of packaging for some interesting brand.

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

PK : I would like to see designers relying less on artificial intelligence for images and instead creating those images themselves. I hope designers will consider not only the visual appeal but also the meaning and essence they incorporate into their projects.

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

PK : Design is likely to become simpler. Although this depends on the design field. Illustrations will remain as they are. Packaging will also stay the same. However, interfaces and web design change every season (about every six months). In the future, this trend of constant change will continue.

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

PK : It greatly depends on the project and the task. For the Simple BIO project, I spent 2 weeks on the illustrations, made changes, and the project was completed in a total of 4 weeks. There have been projects that I completed in a week.

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

PK : From little brief for client... Brief include a 3-7 questions. After that work starting.

DL: What is your life motto as a designer?

PK : It's not the first 80% of the work that's the hardest, but the last 80%. - But it's a joke :)

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

PK : Trends sets the designs.. only

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

PK : When I creating the illustration - I'm using a paper and pen or pencil.. Then using the Photoshop or Illustrator. So, technology is good, it's important for good design.

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

PK : Adobe CC package, paper, pen, pencil.

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

PK : Through color, we convey emotions, and through materials, we convey both emotions and tactile sensations.

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

PK : How much is the price :)

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

PK : I think - oh, I like it, I want it... And this inspire me to start do something beatiful, like my own brand...

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

PK : I believe in co-design when my partner can take some part of my work. for example - I can do a concept, my partner can do a 3d renders of my concept.

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

PK : Art-directors and project managers... Art-director give some another ideas

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

PK : I don't like read book about design. My last book I have read - Catch my if you can. (not about design)

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

PK : job, job and another job..

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

PK : I would like to talk to the iPhone designers to discuss the size of the phones. They are so large now that they are inconvenient to use and don’t fit in your pocket. They have become quite non-mobile. I would ask them to create a phone with a good camera in a smaller size.

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

PK : I have a few awards - this fact not changed my life.

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

PK : I like white and yellow. Place - ocean shore. Food - steak with mash potato. Brand - New Balance.

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

PK : Short - I worked with a decorator on her textile design. I worked 3 weeks. And when project was finished - she payed me $30.

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

PK : Quite sunny morning with no any noise, any bad emotions. Sweet coffee with milk, some good toast with cheese.

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

PK : Nope. I have a dream to being a test pilot like my dad...

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

PK : I don’t know what will happen in 20 minutes, and you’re asking about hundreds of years ;) Maybe everyone will be flying and controlling devices with their minds. Just like in the movies.

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

PK : Don't stop to create a incredible things. We can make a beautiful world around us.