Qiuyu Li

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Qiuyu Li ("QL") 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?

QL : I was born in Beijing, China in 1992, arrived in Japan in 2013. After obtaining a Bachelor's degree in Information Science, he pursued his research in design under the guidance of Prof. Yoshimaru Takahashi, In 2024, obtained a Doctorate in Fine Arts. That same year, joined TOMBO Inc., a design firm based in Osaka. With a strong interest in the design principles of 20th-century constructivism, Alex aims to revitalize traditional constructivism by incorporating East Asian aesthetics and exploring new possibilities. My experimental results have garnered numerous awards both domestically and internationally.A member of prestigious organizations such as the World Design Consortium (WDC), International Association of Designers (IAD), International Design Club (IDC), and Alliance of International Business Associations (AIBA), Alex actively engages in these communities, contributing to their missions and initiatives. ​

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

QL : From a young age, I am deeply interested in art, which led to his education in art, and as I grow up, I awakened my unique sense of beauty, which led me to enter an art university and to the idea of becoming a designer. I think it is possible to be influenced by the environment around you.

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

QL : I am not forced to, I chose the path of design. I have a feeling of admiration for El Lissitzky, which is probably one of the reasons why I choose the path of design. Also, my parents support my decision, so I ended up choosing the path of design.

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

QL : Typography production is overwhelmingly large. The influence of modern typography in the 1920s is strong, and I am exploring new possibilities of typography by rediscovering from a modern standpoint based on history.

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

QL : My career to date has not been easy. I have endured quite a lot of stress, and finally now I have a few achievements to show for it. And according to my experience, you must first have a strong belief in design. Strong perseverance and hard work that you accumulate day by day. I have been called a genius sometimes, but I know properly that I actually pay many times more effort than others.

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

QL : First of all, a design work has a life, and if we consider it with a personality, the difference between each design work will be the difference between the designers. The difference between each design work is the difference between the designer and the work itself, because the designer's worldview, personality, and all other aspects of the design work are injected into the design work.

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

QL : Design is not simply a matter of good or bad. The design can be said to be a good design if you take advantage of the appropriate functions. Also, a design that clearly conveys the author's intentions and has an impact on the world is a good design. Basically, the judgment criteria depend on the person.

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

QL : We believe that design, as something that plays a role in society, can also help develop culture. This is considered the value of design. We believe that investing in design is the same as investing in cultural development projects.

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

QL : If you have time, it is recommended to make a poster about your favorite music, this is one design training, while honing your sensitivity, the sound source can help you improve your information organization skills by converting visual information, and also train your design expression skills.

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

QL : I would like to complete my own visual book and publish it for many people to see. Currently this is being produced little by little. I want to complete it as soon as possible.

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

QL : Perhaps the best trick is for him to make the effort. Besides, the other one is the study of culture is just as important as the effort. Studying the liberal arts can improve one's ability to think and broaden one's horizons. Most design ideas are found in general education.

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

QL : My designs are influenced by the work of El Lissitzky, a representative of the Russian avant-garde, the Bauhaus and Frankfurt School, the new typography of Jan Tschichold, and the Swiss designer Josef Müller Brockman. As pillars of design, we consider these theories to be of significant referential value to the development of design.

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

QL : I feel that there are many people around me who do typography of Chinese characters, but this is probably the cause of the environment in which I was born and raised.

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

QL : There is no particular best work. Because the next new work will definitely be better than the previous one. In other words, my latest work is the best design.

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

QL : Designers are, in a sense, similar to researchers. The most basic skill is the ability to think. Design requires analysis and theory building, so advanced thinking skills are essential. A wide range of knowledge is necessary to develop thinking skills. It is also very important with regard to culture, especially a high level of aesthetics.

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

QL : If I hadn't become a designer, I'd probably be in a rock band. I grew up listening to rock music in my youth, so the influence of rock music on my personality is still strong. I also like to cook, so maybe I will become a chef, like Gordon Ramsay.

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

QL : We believe that design is a work of art with some practical utility, a method of communication between people, and a bridge that connects one era to the next as a marker of the culture of an era.

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

QL : My mother is the most supportive and understanding. In my father's case, he also supports and understands me. The understanding of my family is really the most helpful. The road to becoming a good designer is never easy, and if people don't understand you, it creates extra stress and could break your faith. Fortunately I have a good family.

DL: What helped you to become a great designer?

QL : I think it's the family that has been so supportive and cooperative. Another one would be that sturdy old Mac book of mine, I have already changed my new Mac book now, but I have a lot of gratitude for that old Mac book.

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

QL : My living situation and also my social environment are affected. It is also quite hard to have people around you who don't understand you. These disorders are mostly psychological, but sometimes I think that psychological disorders are not half as destructive as they seem, and we should be careful.

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

QL : I don't think it needs to be over presented, especially if it is a graphic design work. If a hint is absolutely necessary, I think it is sufficient to present the background and intention of the production.

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

QL : In the future, I plan to take more interest in cultures related to Asia and produce a visual book on unique Asian customs. The book will be based on 72 Season conditions related to weather phenomena and agricultural life in Asia. Through typography, I intend to create images of various weather phenomena and landscapes of agricultural life.

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

QL : I think it is my goal that my work will have some impact on the world. Perhaps most designers would agree.

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

QL : Design plays a role against creating a new culture in society and at the same time, there is a need for a proper perception of design from society and the environment. It is very irresponsible for designers to be lightly perceived as just a painter, and this is not good for the development of design, nor for the development of culture.

DL: How does design help create a better society?

QL : For me, design is a means of communication, like language, and countries of different cultures can be connected through design. The other is to provide some convenience to actual social life and to form some social culture, and I think these are the roles of design.

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

QL : A visual book on 72 Season is in the works. It is a very time-consuming production. And before I can make it, I have to look up some knowledge about the customs, so that I have some understanding of them, which will help me in the production. When it is all done, it will be a visual book. At the same time, posters for the exhibition are being made at the same time.

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

QL : I am personally interested in design projects such as visual books, series posters, etc. on some culture or history. Most of these design projects are generally exhibition oriented.

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

QL : Regarding the current topic of NFT, I predict that blockchain technology can be utilized in many situations in the future. At that time, we believe that the relationship with design should be focused on.

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

QL : So far, the most common designs have been those that fulfill a social role, but I believe that this trend will continue, while design works related to cultural aspects will appear more and more. At that time, the line between art and design will become even more blurred.

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

QL : Depending on the size of the job, if the project is small enough and we have a good meeting, we can finish everything, including revisions, in less than a week. Larger projects require more time. However, client meetings usually take longer than expected, and therefore the completion time will be longer than expected.

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

QL : You should start by gathering relevant information, understanding the intent of the project, and setting the direction of production.

DL: What is your life motto as a designer?

QL : We are aware that we are creating the culture of the next generation, and it is the mission of designers to create means of communication that transcend time and space.

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

QL : Given that design has a role in creating culture, I think design sets trends. But in some cases, sometimes trends are influenced by trends, especially young designers.

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

QL : The connection between science and technology is crucial to contemporary design development. In the case of graphic design, color science and basic formative principles are the result of the application of science and technology. In short, it is the role of design to reflect technology.

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

QL : I have always used Adobe Illustrator and recently tried Affinity Designer as well. The operation is mostly similar, but there are a lot of things that I am not used to, and once you get used to it, it is an easy to use software.

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

QL : The use of color can make a product stand out by creating clarity as well as changing the mood of the design, and in certain cases, say, the application of color psychology, the use of color can affect the functionality of the design. Materials and environment are similar in this regard.

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

QL : I want you to understand my production intention in my design, because my production intention includes the message I want to send out, not only technical matters such as the method of expression. Usually I often send messages about culture. I want to evoke the importance of a culture through my designs.

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

QL : First of all, it is a pleasure to be interesting. After that, we pay attention to the artist's intention in creating the work, and consider from what perspective the artist created the work, what techniques were used, and how it would be best expressed if we were to create it ourselves.

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

QL : The personality and values to be desired are those of a partner similar to yourself. Because we can easily empathize with each other, communication costs are lower and communication is smoother.

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

QL : The influence of El Lissitzky, a representative of constructivism, is strongest. His method of expression, which draws out new possibilities of form by adding new value to elements and imagining space and movement, has had a great influence on my typography.

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

QL : Affected. I was influenced by Chichold's book Asymmetric Typography. I think this book is the foundation of modern typography. Not all of the theories are valid, but by understanding the essence of the theories in depth, I believe that my design skills will grow even more.

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

QL : I think we will learn through years of design work, that is, through countless experiments ventilated. At the same time, always be thinking about design theory. After a few years of this, you should be a master designer.

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

QL : If possible, I would like to meet with Lissitzky. We might collaborate. It would be interesting to discuss the future possibilities of constructivist figurative expression.

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

QL : I am very proud of the awards I have received so far, and they are important evidence of my recognition of my abilities. It is a really important experience for me to realize my own growth through winning awards.

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

QL : I like the contrasting color scheme. In terms of specific colors, I might like red. I didn't have a specific favorite place, but I like quiet places. I like spring and summer, but the most motivating time was fall. I don't have any particular likes or dislikes when it comes to food, and I think I like most foods.

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

QL : Failed experiences are more important than you think. When I first designed it, it was not accepted for a long time. I thought about giving up at that time. But I didn't give up, and after only two years of creating more design works than others, I finally reached a turning point.

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

QL : To create good design work, some stimulation is necessary. For that stimulation, looking at the work of one's peers can be very effective. So every day I always admire the work of other designers and analyze their production intentions. I learn a lot from that.

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

QL : When I was a child, designing as I do now was completely unexpected. Sure, I was educated about art at a very young age, but I still didn't have a clear goal in mind, so I had no idea what I was going to do.

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

QL : We can't think about what will happen thousands of years from now, but it is important to properly complete what we can now. Nevertheless, since the development of design is deeply related to the technological aspect, we can expect that the methods of expression will be richer than they are today as a result of technological progress.

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

QL : I would like to let you know the origin and historical background of the formative philosophy of my design. I would be grateful if my design work could serve an educational role by motivating people to study the history of design.