Swide loves Zoran Lucic’s work. He has come up with a range of football posters that even fully grown football-mad kids will want to hang on their walls. Swide interviews the graphic designer.
Your work is very typographic, is there a favourite typeface you have? Why?
Yes, I rely mostly on typography, regarding the font, hm, I can’t say that I have favorite one, lately I use bank printer font a lot, maybe I could name that one.
Your graphic design is kind of old school. Do you think 'design' is too easy nowadays?
It is in one way, there’s a lot of trendy design, short-term styles, in that way it is too easy. I see a lot of people googling some digital artists whose style they find appealing and then they start recycling, but that kind of approach can’t last, you can see drastic changes in graphic design/digital art scene every 3-4 years. My work is often labeled as retro, but besides that old paper effect there’s not a lot of retro elements there, I like to think that I’m developing some kind of universal style, not time or trend related.
Is there a method to your madness?
Well, putting my mind 100% in to it, working 27 hours per day could be the thing; a lot of coffee helps also.
What were your experiences of Art School/ University? Do you think a designer can be formed by education?
I went to typical obsolete art-graphic design school, the education you get there could be good in one way and that is how not to work or think, maybe an ugly thing to say but that’s how it is, and it’s confirmed by 99% or artists and designers. I think designer can’t be formed in any way by education because of the demands of the profession, nobody can teach you how to think. The problem with art school is that it is too involved in moulding creatives rather then just showing some guidelines and letting the students evolve and creating their own style.
What are the most important elements of creativity?
Self-criticism and dedication.
Is there a particular school or era in the history of graphic design that inspires you?
There are a few, Russian Constructivism and Alexander Rodchenko, the funkcionalism of Dieter Rams in one way. I like also Russian suprematism and Kazimir Malevich, Peter Saville’s work from ‘80ies is great…
If you could meet any of the design greats who would you meet and what would you ask them?
Well, I think that if you found somebody’s work inspiring and understand it perfectly there’s nothing you could ask them more, but what I could be interested is about their creative processes, I guess every creative has a different working style.
You're from Bosnia and Herzegovina, how has your native culture shaped and informed your work?
Not much, Bosnia never had much connection to visual arts, probably best writers in region but art and design are very marginalized. I always looked up to different scenes, styles and era’s from graphic design history (since nothing was going on here) which could be great for developing you own style.
Bosnia and Herzegovina is still somewhat undiscovered by Western Europe, what does the country have to offer?
Culturally speaking a lot, if somebody likes a big mixture of West and East, it is a melting pot of Slavic, Turkish and Austro-Hungarian cultures. There was a lot of foreign influences in this country during its rough history, nowadays the country is divided between three nations and religions which adds a lot of contrasts to it. The main thing that country could offer could be very slow, hedonistic style of living, not much attention to progress or work so westerners could find it great place to chill out.
Is there a particular brand or product sector you feel you would like to work with?
I get a lot of sports-related commissions but I would like to work more on something that is related to music, there’s quite few bands and performers that I would like to work with.
We love your football posters and feel it is a perfect marriage between sporting dreams and high-brow graphic design, something very difficult to do. What are you best footballing memories?
My best football memory is WC in France in ’98. I think that was turning point to this large popularity of the football nowadays. Zidane, Ronaldo, Beckham…a great generation of players.
As a designer can you tell us which football team has the strongest brand, from a visual point of view?
Without any doubt Manchester United, popularity of some clubs depends on results and great players playing there at the time. Man Utd is above all of that, they have the perfect brand which comes from the club’s politics, history and tradition. The fact that present manager is on the position for his 27th year says it all.
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