Interview with designer Lesser Fullness Design (LD), regarding views on design, and for the award-winning design Silver Salt Corporate Identity.

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Interview with Lesser Fullness Design at Saturday 27th of February 2016: DI: What is the main principle, idea and inspiration behind your design?
LD : The first important rule we always follow in our design is satisfying the client’s request. In this case, since the client didn’t want any camera or film related visuals in the logo design, it took us a lot of time to read books and watch documentaries in order to explore more directions. During the research, we were most inspired by the technology used in the analogue time. Even though the name, silver salt, isn’t the first time used for a photography studio, it brings a vivid imagination especially in Chinese. So the client and we all agreed choosing this chemical as our name. For the logo design part, the second rule of Lesser Fullness is keeping the logo iconic and clean. If we could give the logo a personality, we hope it would be stable.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
LD : The main focus in this design I would say is to create an identified shape by two s letters, so the client’s consumers may mark the studio even without the typography. And this is the goal we want to achieve in the design. We believe if the graphic design is powerful enough, the part of font in a logo is more or less functional.

DI: What are your future plans for this award winning design?
LD : At this moment, I don't have any future plan for this design. I just wish our work may bring good luck to all my clients.

DI: How long did it take you to design this particular concept?
LD : It took me 3 months to both present the name list and the logo design to the client. There were couples of other design projects jumped in during that time.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
LD : The final shape of the logo was inspired by Chinese and Japanese, maybe Arabian pattern design. On the purpose of the future package usage, the silver salt logo is not only regarded as a badge, but also a tile. This project was commissioned.

DI: What made you design this particular type of work?
LD : We believes a comprehensive research makes it different.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
LD : I feel like that the study experience in Parsons shapes my thinking and also the producing progress of my design work. For this I mean it teaches me a way to actually control myself during a project. Unlike an art creativity, the work we usually do is fulfilling other people's wishes. In this case, it is important to know how to communicate and express efficiently. It's like a journey with a clear map and we have to keep shifting and refining all the time in order to be with the client on the same path and lead him or her to the right place. It requires control ability.

DI: What sets this design apart from other similar or resembling concepts?
LD : The multiple culture background may make an important part in this design.

DI: How did you come up with the name for this design? What does it mean?
LD : The studio name came up with a famous light sensitive chemical used in early films.

DI: Which design tools did you use when you were working on this project?
LD : For the graphic part, the tool is Adobe illustrator. We did the logo show reel in After Effect. The final 3D mockups were modelled by Maya and C4D and polished in Photoshop.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
LD : This project were finished by Yina Ma and Yihan Liang. Ms. Ma was responsible for the graphic part, and then Ms. Liang made a reel and also mockups for the presentation.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
LD : We have a particular data base for this project including mainly a background knowledge section and a big precedent file folder. It is about photography technology, skills, jargon, historical events, famous pictures, chemicals, and theories.

DI: How did you decide to submit your design to an international design competition?
LD : It was a sudden decision we made when we saw the call for entries on Tumblr.