Today, we are joined by Rosie Gopaul , she is a Graphic Designer. You can view her portfolio here.

  • Tell us a little about yourself and what you are currently doing – give us a brief bio.

I spent a lot of time with my mother and grandmother whom always were emerged in a variety of mediums, such as illustration, painting, ceramic’s, and air brushing. With their guidance and support, I was self-taught in drawing and in art fundamentals from a young age. For years I’ve collected a lot of advertisements, magazines, packaging and wine bottles (some of which are still stored in my closet, and the wine bottles are displayed on my dresser).I started at Simon Fraser University for a couple years until I realized I wasn’t motivated in my studies and felt something was missing. I tried a design course in their Surrey campus and left that same summer to pursue design. I attended The Art Institute of Vancouver in Fall 2010, and graduated in Fall 2013 with my Bachelors of Applied Design. After I graduated, I started as a Junior Media Designer at Ballistic Arts Media Studios, and then finished a two-month internship at Rethink Communications this year. Currently I’m freelancing in the meantime.

  • What are the common criticisms of identity design and is there any validity to them?

I don’t know what criticisms there are regarding identity design that come to mind, but I have noticed it is underestimated or misunderstood. I strongly believe design can influence and persuade people, change their experience with the product/service which ultimately reinforces the brand. If you do it right it will last forever — M. Vignelli

 

  • Business owners often pay to have everything taken care of by professionals except their identity mark. Why should a business care about its logo?

A business should care about it’s logo because it’s what identifies the business, and it’s what their audience identifies with. The identity design has the elements, and the brand is the connection, but the logo is the face. If you have everything but the face, then we’re left thinking, “What am I looking at?”. Every business needs a strong identifiable image.

 

 

  • What constitutes a good identity mark?

A great identity mark should have:
Concept
Research
Simplicity
Memorable Quality
Consistency
Versatility
Timelessness
A Story

  • What are some common mistakes which identity designers make?

From what I’ve learn so far designers are focusing too much on style and finish, and not enough about the idea, when designing a logo. Of course, that’s not to say that the final product shouldn’t look good, but it should mean something and signify the product. There should be more focus about the creative process, and then the execution can come later.

  • What are common challenges which identity designers encounter?

The largest challenge would be coming up with the idea, and then selling the idea. When the concept isn’t there, it’s not so timeless. There’s a lot of logos that fall under just looking good and follow a lot of current design trends. Makes me wonder how long they really last. And then selling the idea, that is a challenge on it’s own. Every client has their own judgement and opinion, so you must steer them in the right direction while compromising. Design can’t always speak for itself.

  • In your opinion who are the top five identity companies in the world?

There are so many talented agencies and studios, but a few of my favorites include Pentagram, Anagrama, Wolff Olins, Sagmeister & Walsh and Vignelli Associates. Their work is always so smart, creative, and successful.