Wish I could take the same responsibility as Massimo is talking about here, but real life is full of real clients - that wants to drive every project they pay for. And we all know what that means: LARGE logotype, noisy aesthetics and pregnant amounts of text. Whitespace? Forget about it! The paying client want to utilize that spot with more content of course, they don't wanna listen to friendly advice, even less highly qualified advice. Being a graphic designer today is much about swallowing camels and being submissive.
I can't afford to. It's as simple as that. The client will chose the designer that is easy to bend. Most of them wants someone that can execute what they want to see, not someone that creates resistance. That's my honest impression after 25 years in the industry. I've experienced this time and again. In some occasions you get carte blanche but very seldom. Most clients don't understand the value of paying for a type license, white space, counter space, a "breathing" layout etc. They wanna see their logo big and they think it's waste of space to donate a whole page in a print piece to nothing, or a website with just half of the marketing text they had in mind. This is reality. I don't have the money to decline clients for my own integrity. It's my work so I need to make a living and swallowing camels is a large part of that I'm afraid.
I'm trying to convince myself that I've something to learn from this master. At the moment I can't see anything else then the Canon in his work. The title must be under the line, not upon the line. Colour should be red, black or white, font should be helvetica... Why should I respect the canon? UNIMARK is more than ever opposite to Pushpin!
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Learned a lot from this great man Vignelli.May He Rest in Peace.
May he rest in peace thanks for sharing your talent with us
such a cool designer. You got to love Massimo
What a lovely bloke. He seems fascinating.
What a beautiful interview.
Thank you, Daniel!
Wish I could take the same responsibility as Massimo is talking about here, but real life is full of real clients - that wants to drive every project they pay for. And we all know what that means: LARGE logotype, noisy aesthetics and pregnant amounts of text. Whitespace? Forget about it! The paying client want to utilize that spot with more content of course, they don't wanna listen to friendly advice, even less highly qualified advice. Being a graphic designer today is much about swallowing camels and being submissive.
Have the courage to say no and know how to explain them why it has to be this way if it needs to work
I can't afford to. It's as simple as that. The client will chose the designer that is easy to bend. Most of them wants someone that can execute what they want to see, not someone that creates resistance. That's my honest impression after 25 years in the industry. I've experienced this time and again. In some occasions you get carte blanche but very seldom. Most clients don't understand the value of paying for a type license, white space, counter space, a "breathing" layout etc. They wanna see their logo big and they think it's waste of space to donate a whole page in a print piece to nothing, or a website with just half of the marketing text they had in mind. This is reality. I don't have the money to decline clients for my own integrity. It's my work so I need to make a living and swallowing camels is a large part of that I'm afraid.
Sounds like you should take a course in persuasion.
Chill man
I'm trying to convince myself that I've something to learn from this master. At the moment I can't see anything else then the Canon in his work. The title must be under the line, not upon the line. Colour should be red, black or white, font should be helvetica... Why should I respect the canon? UNIMARK is more than ever opposite to Pushpin!
the pencil.
I would love to translate this video to the Spanish
adorable
why did he die so young? at the age of 57
Massimo was 83 at the time of his death. Born January 10, 1931 and died May 27, 2014.
You really think this guy looks only 57?! 🤣
Atheist, woohoo!