{"id":66937,"date":"2011-10-19T10:20:33","date_gmt":"2011-10-19T08:20:33","guid":{"rendered":"https:\/\/www.grapheine.com\/graphic-design-en\/miles-newlyn-le-design-a-la-cool"},"modified":"2023-06-19T15:48:26","modified_gmt":"2023-06-19T13:48:26","slug":"miles-newlyn-cool-design","status":"publish","type":"post","link":"https:\/\/www.grapheine.com\/en\/logo-news\/miles-newlyn-cool-design","title":{"rendered":"Miles Newlyn, cool design"},"content":{"rendered":"<p>Today in our series of interviews with the stylus gods, I'm pleased to bring you an interview with a highly regarded logo designer from around the globe, Mr <a href=\"http:\/\/www.newlyn.com\/\" target=\"_blank\" rel=\"noopener\">Miles Newlyn<\/a>...<\/p>\n<div id=\"attachment_2983\" style=\"width: 137px\" class=\"wp-caption alignright\"><a href=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2011\/10\/29098835_miles_newlyn.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2983\" class=\"size-full wp-image-2983 \" title=\"29098835_miles_newlyn\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2011\/10\/29098835_miles_newlyn.jpg\" alt=\"\" width=\"127\" height=\"170\" \/><\/a><p id=\"caption-attachment-2983\" class=\"wp-caption-text\">Miles Newlyn<\/p><\/div>\n<p>Once again, if you don't know his name, his work will certainly be very familiar to you. <em>Unilever, Suez, Honda, Soci\u00e9t\u00e9 G\u00e9n\u00e9rale<\/em> and <em>Skittles<\/em> are just some of the logos this Londoner, also renowned for his typographic work via the X&amp;Y foundry he created, is capable of. A freelance designer, Miles Newlyn has never worked for an agency, a rare fact for a graphic designer of his stature.<\/p>\n<p>Taking a fresh, unconventional look at logotype design, Miles Newlyn agreed to answer ActuLogo's questions.<\/p>\n<div id=\"attachment_2982\" style=\"width: 390px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2011\/10\/tate-gallery.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2982\" class=\"size-full wp-image-2982\" title=\"tate-gallery\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2011\/10\/tate-gallery.jpg\" alt=\"\" width=\"380\" height=\"233\" \/><\/a><p id=\"caption-attachment-2982\" class=\"wp-caption-text\">Tate Gallery logos<\/p><\/div>\n<p><strong>ActuLogo :\u00a0<\/strong><em>What do logos represent for you today ?<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Miles Newlyn :<\/strong> The role of a logo today is simply to be recognizable, memorable and distinct from others. It's an organization's identifier.<\/p>\n<p><strong>AL :<\/strong><em>You've designed many world-famous logos, including those for Unilever, Suez and the Tate Gallery. What is your creative process for a logo?<\/em><\/p>\n<p><strong>M. N. :<\/strong> I'm often asked to describe my process. I don't have one. What surprises me is that when I see what I've done, many people claim that there's a certain process that led to the result. But creativity isn't a process, it's a state. The best I can say is that I listen, I give my full attention to the client. I don't let anything get in the way of that attention. There's no agenda, nothing I don't want to complete, there's no need as long as I enjoy doing it. If the work is done with joy, awareness and confidence, it will be the best you can do.<\/p>\n<div id=\"attachment_2979\" style=\"width: 410px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2011\/10\/miles-newlyn.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2979\" class=\"size-medium wp-image-2979 \" title=\"miles-newlyn\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2011\/10\/miles-newlyn-500x181.jpg\" alt=\"\" width=\"400\" height=\"145\" \/><\/a><p id=\"caption-attachment-2979\" class=\"wp-caption-text\">Works by Miles Newlyn<\/p><\/div>\n<p>I try to ask as few questions as possible, knowing that questions will always include hidden answers. It's best to let someone talk and listen. Do this face to face in a peaceful, neutral situation. I admire enthusiasm, and people's enthusiasm, whether they're clients or colleagues, will lead me to better work.<\/p>\n<p><strong>AL :<\/strong> <em>What do you think makes one logo better than another?<\/em><\/p>\n<p><strong>M. L. :<\/strong>\u00a0Its freshness.<\/p>\n<p><strong>AL :<\/strong> <em>If you had to choose just one logo in the history of design, which would it be?<\/em><\/p>\n<div id=\"attachment_2977\" style=\"width: 160px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2011\/10\/smiley_face.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2977\" class=\"size-thumbnail wp-image-2977\" title=\"smiley_face\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2011\/10\/smiley_face-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" \/><\/a><p id=\"caption-attachment-2977\" class=\"wp-caption-text\">The Smiley by H. Ball<\/p><\/div>\n<p><strong>M. L. :<\/strong> The Harvey Ross Ball Smiley, because it makes me happy!<\/p>\n<p><em>(This smiley, an icon of the 80s and 90s, was originally a logo created in 1963 for an American insurance company, for the modest sum of 45 dollars - Editor's note).<\/em><\/p>\n<p><strong>AL :<\/strong><em> How do you explain the evolution of many logos towards this \"glossy\", \"Web 2.0\" style?<\/em><\/p>\n<p><strong>M. L. :<\/strong> Apple's \"gel\" buttons have had a huge impact on logo style. It's also because the combination of logo and button offers an action, an interaction to the consumer, just as icons on a computer desktop offer computer actions.<\/p>\n<p><strong>AL :<\/strong> <em>How do you see logos evolving in the future?<\/em><\/p>\n<p><strong>M. L. :\u00a0<\/strong>The future evolution of logos will depend on the evolution of names. I don't know why, but people think that logo and name are somehow independent, maybe it's because most designers rarely do naming.<\/p>\n<p>I see a lot of \"flexible\" or \"moving\" logos, but they're all failures. The sooner designers stop using this crutch, the better.<\/p>\n<p><strong>AL :<\/strong> <em>Was there a recent logo change that marked you?<\/em><\/p>\n<p><strong>M. L. :<\/strong> I confess I don't pay much attention to what other designers are doing, but I'm very interested in what Renault might be doing soon...<\/p>\n<p><strong>AL :<\/strong><em> a tip for novice graphic designers ?<\/em><\/p>\n<p><strong>M. L. :<\/strong> Be extremely cool, never look at other people's design work unless you're trying to copy it, understand that specialists can help you, seek the truth and laugh at trends.<\/p>\n<div id=\"attachment_2985\" style=\"width: 410px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2011\/10\/Modena.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2985\" class=\"size-medium wp-image-2985 \" title=\"Modena\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2011\/10\/Modena-500x250.jpg\" alt=\"\" width=\"400\" height=\"200\" \/><\/a><p id=\"caption-attachment-2985\" class=\"wp-caption-text\">Modena Condensed, one of the typefaces created by Mr. Newlyn<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Miles Newlyn, designer of logos for Unilever, Suez, Tate Galleries and Soci\u00e9t\u00e9 G\u00e9n\u00e9rale, answers ActuLogo&#8217;s questions.<\/p>\n","protected":false},"author":55,"featured_media":63931,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","filesize_raw":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1681],"tags":[10640,10642,654],"class_list":["post-66937","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-logo-news","tag-interview-en","tag-smiley-en","tag-typography"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v25.0) - 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