Martin Hoffmann

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Martin Hoffmann ("MH") 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?

MH : I have been interested in creative subjects since my youth. Drawing and photography were fun and challenged my imagination. Early on, I developed an affinity for logos and typefaces, for creative experiments. After finishing school and other courses of study, I decided to study communication design at the University of Applied Sciences in Augsburg, Germany.

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

MH : Beautiful shapes, good designs, intelligently developed logos, using reduction to depict the essentials. My ability to draw formed the basis. To depict something with pictures, true to the motto that a picture is worth a thousand words.

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

MH : It was my own decision.

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

MH : I work in three areas: graphic design, illustration and photography. In the field of graphic design, it is the wide range of visual communication from logos, corporate design, brochures and posters to websites and animations. In illustration, it is medically complex representations, spatial representations, cartoon figures, visualisation of complex processes. In photography, it's reportage, racing, landscape and product photography. I enjoy the mix and it provides creative input for other areas.

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

MH : Believe in yourself and don't let your work be maligned, but be your harshest critic. Always question yourself and your work. Think through your work completely and you can explain it everywhere. Recognise your value.

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

MH : Get to the bottom of things before you make a design. Put your heart into your work. Have the backbone to represent your design.

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

MH : In my opinion, a really good design must combine two things. It must be formally coherent and at the same time fulfil its task perfectly. What use is the most beautiful design if you don't understand it or it's awkward to use? That's exactly how I would judge it: does it fulfil the aesthetic requirements and does it fulfil its purpose.

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

MH : For example, well-designed communication can make information easier to understand. If a sign has the effect of avoiding errors or mistakes, for example, a life may have been saved. Good design also appeals to the sense of aesthetics, creates a pleasant environment and promotes well-being.

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

MH : A motorbike for a well-known manufacturer.

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

MH : Don't settle for your first best design, but don't forget it either if you're at a creative dead end.

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

MH : Otl Aicher, David Carson, Neville Brody, Ansel Adams, Peter Lindbergh, Annie Leibovitz

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

MH : There are a couple of favourites from different jobs and areas of work that still make me smile. But prioritising one work is not easy. These designs are special to me because when I look at them, I can still see details and solutions, the way they were created is still very clear to me and I am really happy with the result.

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

MH : Be free in your thoughts. Don't allow any scissors in your head (they will come anyway). Go further than you think you have to/can go. Be your toughest critic. Be an expert in your field, if you don't know something get information. Be open to other impressions, other approaches. Pay attention to the details and don't forget the big picture. Be authentic.

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

MH : Instead of communication design, maybe industrial design (vehicles) or architecture.

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

MH : Design is the aesthetic and functional organisation of different parts of everyday life with the aim of creating an effect.

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

MH : I want to remain modest and not talk about heights here. But the support of my partner/family is a very, very important driver.

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

MH : I can't say at the moment, I'm working on it and then something new will come.

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

MH : Gold or Platiunum

DL: How does design help create a better society?

MH : To do this, we need appropriate content. I see design (graphic design) as a medium to convey the content.

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

MH : A new series of pictures. Will the result again be such that I enter a competition with it?

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

MH : The two Bronze Award wins in 2024 and 2023 mean, in addition to satisfied customers, additional recognition of the design quality of my work by an expert jury at international level.

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

MH : A corresponding feedback to the software industry that good design cannot be created in the blink of an eye, easily and in seconds by any layperson, if you only have the right programme on your smartphone.

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

MH : Design and creation will always exist, but are constantly changing. Now with AI. AI can and will take over many tasks in design. The important thing is that creativity, responding to the customer, to the content, empathising in order to develop better ideas, still needs people to develop the human touch.

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

MH : That depends on the object form hours to days.

DL: What is your life motto as a designer?

MH : Less is more. Only when you can't take anything away is it good.

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

MH : Very good design, new design stands out and sets new trends.

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

MH : Technology is a very good tool. However, it is no substitute for your own creativity to develop something new.

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

MH : Macbook pro, Adobe Photoshop, Illustrator, Lightroom, Indesign, Character Animator, After Effects, Firefly, Chat Gpt, Behance, design books, typo books, paper and pencil

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

MH : Colour is an important element. With the right colour, you can create the desired effects.

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

MH : I welcome new designs, new ideas and the skilful realisation.

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

MH : Yearbooks on award-winning design, books on typography, photo books

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

MH : Don't stop learning. The better is the enemy of the good.

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

MH : The awards bring a certain smile to my face. Famous? No, I'm not and I don't attach any importance to it.

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

MH : When a new order arrives, it's the perfect motivation.

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

MH : No, but I wasn't bad at drawing back then.

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

MH : How would the Romans have imagined the year 2024? Let's hope we're not tripping ourselves up.

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

MH : That was already a lot. Don't let anyone else start snoring here