Harry Horstmann

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Harry Horstmann ("HH") 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?

HH : My journey into design started with a deep curiosity about how visual communication shapes the way we perceive the world. I studied graphic and communication design, where I honed my skills in typography, color theory, and user-centered design principles. Beyond formal education, much of my learning has come from hands-on experience—working on diverse projects and constantly pushing myself to explore new tools, trends, and ideas. I’ve always believed that design is a blend of art, strategy, and storytelling, so my background also includes exposure to marketing, branding, and human-centered design. This multidisciplinary approach has been invaluable in understanding not just how things should look, but why they should be designed that way. Ultimately, I think design is an ongoing education. Every project I’ve worked on, whether it was creating a corporate identity for a local startup or developing a cohesive brand strategy for a global organization, has taught me something new. Design isn’t static—it evolves, and so do I as a designer.

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

HH : What motivates me to design is the power of transformation. I’ve always been fascinated by how design can turn an abstract idea into something tangible, meaningful, and impactful. Whether it’s creating a visual identity that tells a story or designing a user experience that simplifies complex processes, design has the ability to shape how people interact with the world around them. I became a designer because I’ve always been drawn to solving problems creatively. From a young age, I was curious about how things work and how they could be improved—not just functionally, but aesthetically as well. Design combines both logic and emotion, structure and intuition, and that balance is what I love about it. Ultimately, I design because it’s my way of contributing to the world. Good design doesn’t just look good—it improves lives, builds connections, and inspires change. Knowing that my work can have a lasting impact on people and organizations keeps me motivated every day.

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

HH : I absolutely chose to become a designer—it was never something I felt forced into. Design has always been a passion of mine, even before I fully understood what it meant to be a designer. Growing up, I was constantly sketching, experimenting with colors, and analyzing logos or layouts in magazines without even realizing it. The decision to pursue design professionally came naturally as I recognized how much joy I found in creating and solving problems visually. For me, design isn’t just a career; it’s a calling. It’s a way to express ideas, connect with people, and make an impact on the world around us. Choosing this path was one of the best decisions I’ve ever made.

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

HH : At Politikwerft, we specialize in creating holistic brand identities, from corporate designs and logos to websites and marketing materials. Our work often involves designing for political organizations, startups, and businesses that are looking to make a meaningful impact. I enjoy projects that allow us to combine strategy and creativity—where design becomes a tool to tell a story, engage an audience, and drive action. The type of designs I wish to do more of are those that push boundaries and explore uncharted territories, especially in branding and digital experiences. I’d love to take on more projects where we can experiment with cutting-edge technologies, like interactive web design, AR/VR interfaces, or AI-driven design systems. Ultimately, I want to work on projects that challenge conventional thinking and create designs that leave a lasting impression—not just visually, but emotionally and functionally as well.

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

HH : Becoming a ‘design legend’ isn’t something you can set as a goal—what you can aim for is consistent growth, curiosity, and making an impact through your work. For young designers, the key is to stay hungry for learning. Design is a constantly evolving field, so invest time in mastering the fundamentals like typography, color theory, and layout, but also stay updated with the latest tools and trends. Never stop experimenting. Some of the best ideas come from trying things that might fail. Be bold and step outside of your comfort zone—it’s where true creativity happens. Collaboration is also essential. Surround yourself with people who challenge and inspire you. Learn how to accept feedback, refine your work, and present your ideas effectively. Remember, great design is often the result of teamwork. Lastly, focus on developing your unique voice and perspective. Don’t just follow trends; think about what sets you apart as a designer. If you can solve problems creatively, communicate effectively through design, and stay true to your vision, you’ll naturally build a reputation for excellence. And don’t forget: patience and resilience are as important as creativity. Legendary design careers are built over time, one project at a time.

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

HH : The difference between a good designer and a great designer lies in depth of thinking and the ability to elevate a project beyond expectations. A good designer can make something look beautiful and functional, but a great designer understands the ‘why’ behind the design and creates solutions that connect on a deeper level with the audience. Great designers don’t just follow the brief—they question it, analyze it, and often redefine it. They think strategically and consider the broader context, including the brand’s story, the user’s needs, and the cultural or emotional resonance of their work. Another distinction is adaptability. A great designer knows how to navigate challenges, adapt to changing requirements, and still deliver exceptional results. They combine technical mastery with creative intuition, knowing when to push boundaries and when to simplify. Finally, great designers have the ability to inspire trust and collaboration. They communicate their ideas clearly, work well with clients and teams, and take feedback as an opportunity to improve, not as a critique. In short, while a good designer creates visually appealing work, a great designer creates work that solves problems, tells stories, and leaves a lasting impact.

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

HH : A good design becomes truly exceptional when it achieves the perfect balance of form, function, and meaning. It’s not just about how it looks but how effectively it communicates, resonates, and solves the problem it was designed for. To evaluate whether a design is good, I consider several key factors: Clarity: Does the design communicate its message instantly and without confusion? Simplicity and precision are hallmarks of great design. Functionality: Does it serve its purpose effectively? Whether it’s a website, logo, or physical product, the design must work seamlessly in its intended environment. Aesthetic Appeal: Does it evoke emotion and draw the viewer in? Good design captures attention, but great design creates a connection. Context: Does it align with the brand’s values, audience expectations, and cultural context? A design must feel relevant and authentic to the story it’s telling. Longevity: Will it stand the test of time? Truly great design doesn’t just follow trends—it transcends them. When evaluating design, I look for that moment where everything ‘clicks’—where the solution feels inevitable, as if it couldn’t have been designed any other way. That’s when you know it’s not just good; it’s great.

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

HH : Good design is an investment, not an expense. Its value lies in its ability to communicate, connect, and compel action. A well-designed brand, product, or experience can set a business apart in a crowded market, build trust with its audience, and foster long-term loyalty. Great design is not just about aesthetics; it’s a strategic tool. It solves problems, simplifies complexity, and enhances functionality. For businesses, this means higher engagement, better usability, and often increased revenue. A well-designed logo, for example, isn’t just a pretty symbol—it becomes a recognizable beacon of trust and quality. Design also drives perception. People judge the quality of a product or service based on its design—whether it’s a website, packaging, or user interface. Investing in good design shows that you value your audience and care about their experience. But beyond business, good design adds value to our everyday lives. It can make cities more livable, products more sustainable, and information more accessible. It has the power to influence emotions, behaviors, and even societal change. Ultimately, investing in good design is about creating meaningful connections and experiences. It’s about doing things better, smarter, and with purpose. In today’s fast-paced, visually-driven world, good design isn’t a luxury—it’s a necessity.

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

HH : My dream project would be to design the identity and user experience for a groundbreaking initiative that has the potential to make a lasting impact on society—something that blends innovation, sustainability, and cultural significance. For example, creating the branding and communication strategy for a global summit on climate solutions or a visionary urban project that redefines the way people interact with their environment. I’d love to work on a project where design plays a central role in solving complex problems, fostering collaboration, and inspiring action. The dream isn’t just about the scale of the project but also the freedom to explore bold, unconventional ideas that challenge the status quo. A project where design doesn’t just communicate but drives change and leaves a legacy for the future. I haven’t had the time yet because real-world commitments and client projects take priority, but I believe that one day the opportunity will arise to combine all the skills, insights, and passions I’ve developed into something truly transformative.

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

HH : My secret recipe for success in design is a blend of three key ingredients: empathy, curiosity, and precision. Empathy: Understanding the client, the audience, and the context is the foundation of every successful design. I put myself in their shoes, asking: What do they need? What will resonate with them? This human-centered approach ensures the design is not just visually appealing but deeply meaningful. Curiosity: Staying curious keeps the creative process alive. I’m always exploring new trends, technologies, and ideas while asking ‘what if’ at every stage. Curiosity pushes me to go beyond the obvious and create designs that stand out. Precision: While creativity is essential, success lies in the details. A single line, color, or texture can make or break a design. I focus on precision in execution to ensure every element contributes to the overall purpose. The secret ingredient, however, is collaboration. Great design rarely happens in isolation. Whether it’s working closely with clients, teammates, or other creative professionals, the best ideas emerge when perspectives collide and evolve together. Ultimately, the success of a design isn’t just about technical skill or innovation—it’s about creating something that connects with people on a personal and lasting level.

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

HH : Throughout my career, I've found inspiration in many design legends who have influenced how I approach the craft. While every designer has their own unique vision, these individuals have truly shaped the landscape of design and continue to inspire me: Dieter Rams – His minimalist, functional design philosophy has had a profound impact on me. Rams’ approach, particularly his ten principles of good design, has guided me in creating designs that are both timeless and practical. His work with Braun and his emphasis on simplicity and user-centered design are benchmarks I always strive to achieve. Paula Scher – Her bold use of typography and her ability to transform complex concepts into visually striking designs are a constant source of inspiration. I admire how she brings personality and power to her work, whether in corporate branding or public art. Stefan Sagmeister – His experimental approach to design, particularly in the realms of graphic design and visual communication, pushes boundaries. He’s someone who constantly challenges the norms and brings new dimensions to the relationship between form and content. Massimo Vignelli – His work, especially in the areas of graphic design and wayfinding, is an enduring example of how simplicity can lead to clarity and elegance. Vignelli’s ability to merge modernist ideals with functional design is something I look up to. Zaha Hadid – Although an architect, Zaha Hadid’s innovative use of form and her pioneering work in curvilinear structures are deeply influential in how I think about space and structure in design, even in the more graphic-oriented projects I do. Jessica Walsh – A newer face in the design world, but her bold use of color, typography, and conceptual exploration continues to inspire my creative process. She has an uncanny ability to tell a story through visual elements in ways that feel fresh and current.

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

HH : To become a better designer, there’s no single 'secret' formula, but a continuous process of learning, evolving, and adapting. What helped me improve as a designer are several key principles I followed throughout my career, and these are things I always encourage others to focus on: Never Stop Learning: Design is an ever-evolving field, and you must remain curious and committed to learning new skills, tools, and technologies. For me, this meant constantly taking time to attend workshops, engage in online courses, and even seek out mentorship from more experienced designers. Every project I worked on became an opportunity to learn something new, whether it was a software technique or a deeper understanding of human-centered design. Seek Feedback: Early in my career, I was often hesitant to ask for feedback. But over time, I realized how valuable constructive criticism is in refining your work. By actively seeking feedback from clients, peers, and even people outside the design world, I was able to gain fresh perspectives and improve my designs. Focus on the User: The best designs solve problems. This means listening to the needs and desires of the users you are designing for. Early on, I worked on improving my understanding of user experience (UX) and usability. It’s not just about creating something that looks nice; it’s about creating something that people can interact with seamlessly. This mindset shifted my approach to design, making it more purpose-driven. Practice, Practice, Practice: Becoming a better designer doesn’t happen overnight. It requires hours of practice and, often, working on projects that push your boundaries. Some of my most transformative experiences came when I was working on projects that were challenging and required me to stretch beyond my comfort zone. I embraced the challenges, learning from every setback. Stay Inspired: Inspiration fuels creativity, and I’ve always made it a priority to immerse myself in art, nature, literature, and even technology. I would visit exhibitions, read design books, and explore other creative fields to draw new ideas and influences into my own work. Inspiration often comes from the most unexpected places. Be Patient and Persistent: Lastly, becoming a better designer takes time. You will face challenges and setbacks, and not every design will be perfect. The key is persistence. It’s about continually improving, learning from mistakes, and staying committed to your craft. In my case, these steps have helped me evolve from a designer who focused solely on aesthetics to one who is more strategic and user-centered. But improvement never stops—every project, every design challenge is an opportunity to grow further.

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

HH : To me, design is more than just the creation of beautiful things—it’s about solving problems and enhancing human experiences. At its core, design is a way of thinking and approaching challenges. It's the process of understanding needs, imagining possibilities, and creating solutions that bring value to people. Design is about empathy: understanding the users' emotions, behaviors, and desires, and creating something that not only looks good but also feels right and works intuitively. Whether it's a logo, a website, or a product, design is a conversation between the creator and the user. It’s a way to communicate, to tell stories, and to evoke feelings. But design is also about strategy and purpose. A good design doesn’t just look appealing—it solves a problem, addresses a need, or improves a situation. It's an intersection of aesthetics and functionality, where both elements must coexist seamlessly. A well-designed object or experience enhances the way we live, work, and interact with the world. In the context of my own work at Politikwerft, design is also about creating impactful, long-lasting identities that resonate with people. It’s about crafting something memorable that doesn’t just fade away but continues to communicate and engage with its audience over time. In short, design for me is a powerful tool for transformation, one that has the potential to shape not only the look of the world but also how we experience it.

DL: What helped you to become a great designer?

HH : Becoming a great designer didn’t happen by chance—it was a combination of experiences, personal growth, and a deep commitment to the craft. Looking back, there were several key factors that played a major role in helping me develop into the designer I am today: Curiosity and a Willingness to Learn: One of the most important things that helped me along the way was staying endlessly curious. I’ve always sought to learn from everyone around me—whether it was other designers, clients, or even people from entirely different industries. By absorbing as much as I could, and always being open to new ideas, I was able to refine my design process and incorporate diverse influences into my work. Trial and Error: Great design comes from practice, and that often means failing along the way. My early designs weren’t perfect, but I didn’t let that discourage me. Instead, I used each misstep as an opportunity to improve and evolve. It was through trial and error that I discovered my strengths and learned to better navigate the challenges of design. Empathy and User-Centered Focus: A pivotal shift in my career was when I truly embraced user-centered design. Understanding the needs, emotions, and desires of the people who interact with the designs I create has been key to making my work more impactful. It’s not just about making something look good—it’s about making something that works, connects, and enhances the user experience. Once I realized that, my design work became much more purposeful and fulfilling. Collaboration and Feedback: No designer is an island. Early in my career, I learned the importance of collaborating with other creative professionals and taking in constructive feedback. Whether it was from clients or fellow designers, honest feedback has always been crucial for refining my work. I’ve surrounded myself with people who challenge me, which has been a major factor in my growth as a designer. Building a Strong Foundation in Design Principles: Understanding the fundamental principles of design—like composition, color theory, typography, and layout—was critical for me. I spent years honing my understanding of these principles and applying them to every project I worked on. They serve as the backbone of all my work, and without a solid grasp of them, it would have been impossible to create designs that were both visually striking and functional. Staying True to My Vision: Finally, the most important element that helped me grow as a designer was my own sense of authenticity. While I take influence from many sources, I’ve always tried to stay true to my own design philosophy. There’s a balance between learning from others and remaining confident in your own unique style and perspective. The more I trusted myself and my vision, the better my work became. Ultimately, becoming a great designer is a journey. It takes years of growth, self-reflection, and learning. For me, it was about finding a balance between creativity and functionality, understanding the needs of others, and continuously challenging myself. This path has made design a lifelong passion rather than just a profession.