Design geeks get ready for a dumb talk from a smart guy
When Aaron Draplin speaks, people listen. Perhaps it’s because the founder of Draplin Design is a bear of man with an impressive beard, but there’s something else, too, that makes the graphic designer command attention. His presentations, like “Tall Tales From a Large Man,” have made him a sought-after speaker on the conference circuit and a hit with audiences.
Draplin will speak Tuesday at FITC in Toronto. Marketing caught up with the designer ahead of the conference to discuss designing for brands such as MTV and Nike, why he loves Canadian design and what it’s like to make a logo for the Obama administration.
Your FITC talk is a bit of a tongue twister: “Things That Don’t Have A Thing To Do With Things.” Give us a quick preview of what you’ll be discussing.
I plan on riffing on things that I love, hate, fear and wonder about. I’ve been to a couple years of talks and conferences, and everything is so…uh, overly smart. This talk is gonna be dumb, and I’m hoping it’s fun first, and sorta smart second, and you leave going “Yeah, those things are cool!” Real vague, I know. Be at the talk, Toronto.
You’ve spoken at FITC in Toronto before and designed a poster inspired by Canadiana called “Canada Collected.” Are there any common threads you see in Canadian design?
Yeah, a certain sensibility of readability, cleanliness and functionality. And I’m jealous that your history of great design is still prevalent in contemporary design. America used to have it, but lost it. Like, your customs forms are super readable. And ours aren’t. That’s a good reminder that design can touch everyone in good ways, and, everyone deserves it. Not just those in the arts, design, etc.
How does designing for a big brand like Nike or Ford compare to designing for a smaller, independent brand?
You get focused and you make sure you don’t waste their time. When the big leagues call, you better be on point. I like the challenge. I like the pressure. And I work hard to over-exceed and get them excited by my contributions, which never seems to be the norm. Like, they are always surprised by my affability and willingness to make a change, and make it right. I mean, that’s my job in every job, you know? I work hard when the big leagues call. Hell, I work hard for the little shits, too!
When a client comes to you for a new logo, what are the first few questions you ask?
What do you aspire to be? Who moves you? Who are your competitors? The idea is to get the thinking aimed at their target, from the very first steps.
What are some missteps brands often take when designing a logo?
Trying to pack five pounds into a ten pound bag; too many things happening. And then, when they plop it into a Twitter avatar, it’s unreadable and doesn’t work. Brands should start designing for places where the “rubber meets the road”… places like Twitter feeds, Instagram and apps. The logo HAS to work in those tiny contexts, or the brand won’t be firing on all cylinders.
We have a millions fonts and a millions colors, and isn’t it funny how simplicity and readability are always successful solutions? We forget this a little too much.
You designed a logo for the Obama administration. What was that process like?
It was through the Mode Project in Chicago, so it was a direct connection. And it was insane! We had very little time, some big requests, and we pulled it off. To my buddy Chris Glass, killer job. We got to work for the president. Amazing stuff. Still can’t believe they trusted us with those logos.
What do you think of the brand Obama’s team has built?
I think it’s a triumph of “good design” over the status quo. That’s a big arena… pressure-filled and cutthroat, and to see them build such a beautiful system and maintain it through both campaigns and administrations? I’m proud to be able to see it pulled off. They are defying that way things usually go.
Romney is scary enough, but I think about the “design behind Romney” and that scares the shit out of me.
Before starting your own company, you worked for magazines and a design firm. Do you ever think of returning to the agency or publishing worlds?
If the opportunity arises. I’ve done a lot of pages and the pace is fun, but I might be getting a little too old for those all-nighters, you know? Agency stuff? Probably not. I like the idea that every buck I make, it goes to me. Not some owner who takes the lion’s share. I’m trying to be my own deal.
