the brand man
Interview in Pool : October 2014
Anoop V Chalil, an identity designer based in banglore, finds joy in giving tangible
shape to the ideas of an organization and its people.
How would you describe good design?
AC: It's a seemingly simple question that's surprisingly difficult to answer.
The more you think about it, the more complex the question becomes. Not only does 'good design' mean
different things to different people, it also changes at different times and in different contexts.
Good design is subjective.
What attracts you about designing identities?
AC: Through an identity, a designer gives a shape to the thoughts of the people
behind an organization or service. Identity is the visual representation of their whole effort,
including years of discussions, dreams, experience and research. The consumer or an
onlooker sees the quintessence of a company, product or service. As an exercise,
identity design involves more research and homework.
I perceive design as a three-dimensional initiative
It brings me joy and contentment beyond words when I see my hard work being appreciated by others.
Identity design has a longer life than advertising and it actively engages with people for many years.
these are some factors that keep me attracted to identity design
As an identity designer, I believe in simplicity, and every design
I create underlines the 'keep it simple' rule. Until a few years ago logos were designed keeping
in mind the screen printing possibilities. Printing technology has greatly evolved.
Nowadays print systems are very advanced. Yet, while designing a logo, I try to explore
all the possibilities. I never in trends unless the project demands something specific.
In 2014, the‘I am pure’ work was published in Big Packaging Volume 2, a
California based book publisher Hightone books. In 2016, The Dieline
featured GLAANA, a perceptive design work we did for a Bangalore based
company. A lot of thought and effort go into the creation of a brand
identity. Our customers reach out to us because they believe we help
create a brand that delivers. Our mission is to exceed every client’s
expectations every single time and create unparalleled value for them
with their target audience. When they grow, we expand.
Over the years, ACD has managed to receive global recognition for its
work. This is a greater responsibility on us to live up to even greater
expectations. We owe our achievements and goodwill to our clients
because these would not have been possible if not for them.
What a drew you to design as a discipline?
AC: Iwas born and brought up in a small village called Kartikulam
In one of the Kerala's most beautiful districts, Wayanad. It was
an environment conducive to bringing out the best in those even
remotely inclined to fine arts. Even as a child, I loved painting,
and won many prizes at the school and college level. I got complete
support from my family. My father was a head teacher in the primary
school and also a good artist ; my brother is a known painter
and photographer in kerala; even my mother is interested in art .
Music was also very close to my heart. Back then, I was so
interested in music, that after completing school, I joined
government college chittur and completed my degree in Music
(BA Music- Carnatic Vocal). While studying music I used to paint,
at times holding small painting exhibitions . After completing my
degree in music, I joined college of fine arts thiruvananthapuaram
for a degree in applied arts . That four years stint clearly decide
my career. Like all my peers, I also wanted to join advertising
agencies like O&M or JWT. Unfortunately, some serious health issues
prevented me from joining an agency on a regular job.
I lost many years of my career , and was forced to work with
some medium sized agencies because I could not relocate.
I even played guitar for an orchestra in kerala fore more
than two years.
Why did you opt to work independently?
AC: Idiom design and consulting ltd. was the first design studio
that I joined. I learned so much from Idiom and was able to refer to good
designs from many sources. I started to love design more than advertising.
After quitting Idiom, I got on board Ray+Keshavan( Now Brand Union),
my best work place till date. I was there for four years and was privileged
to design brand identity for biggies like NCC Nagarjuna Constructions Ltd,
and Ashoka University; and was also involved in projects for companies
like jindal, sterling, L&T, Mantri, and Danon.
However, I wanted to build my own name as a designer.
Like any other designer I also used to do many freelancing
jobs while working at a job. While working for a
company often the deadlines are tight. there were times
when I felt frustrated and guilt; I believe that
I could have done a better job on particular assignment
had I been given more time to work on it. So, I decided
to work as an independent designer.
What are some of your memorable projects?
AC: Each project is a different learning experience.
Engaging with different people, different products,
different cultures, different subjects and different
destinations definitely improves my knowledge level.
'Splash' is one of my recent projects for Wayanad
Tourism Organization. it was a good experience to work with
WTO - they gave me complete freedom on the project.
My team played a significant role in this project.
I had to find the right professionals, coordinate with them
effectively, and check the print proofs to ensure the quality of
final outputs, and deliver on time. we even created a short
animation film introducing the logo. This was a great
learning process for me.
'I am Pure' is a packaging design project which brought me much
recognition. Before my first presentation, Caroline kunst
Wergeland - one of the key persons at super Helse - was
not sure about me; after the presentation she was so happy !
The project was selected by www.thedieline as one among
hundred of 2013. the works were also featured on many blogs.
Jeevan S Nair did beautiful illustrations for the packaging.
Right now we are in discussions on revamping the packaging.
What are you currently working on?
AC: Currently I am working on an identity design system for a
multi functional club called The Hill District Club;
and a juice packaging design project for a Hyderabad -based
startup company called Naturlich Beverages P.Ltd.
Recently I signed a contract with an upcoming resort
in Wayanad, Kerala; the project will take off soon.
What should a young designer bear in mind when working
on an identity system?
AC: Designing identity is a serious exercise which
should clearly define a company or service. Good design
is a perfect blend of drawing skills, analytical skill and
conceptualizing abilities. Before entering into brand identity,
young designers should work under an efficient and experienced
creative designer.Certain areas of identity programs need an experienced hand.
While it is essential for any designer to also posses good
presentation skills, I would suggest that young designers
work harder on their designs, so that the designs speak for
themselves. There are no shortcuts to success for a
brand identity designer, and I would advise young
designers to show patience and perseverance; to build
their skills from the very basic level up. Design studios
also have a responsibility in the development of young designers -
they should never assign a brand identity project to a junior designer.
What are the most significant developments in Indian design
in the last five years?
AC: The most significant development in Indian design is without
doubt the blurring of borders between global and Indian design.
Social design platforms like Behance and dieline have a good role
in developing the Indian design scenario. Designers and art
directors can now upload their work through the internet;
even head - hunters have started to look through these
portfolios to find the right talent. Entry of global design studios
and design conferences like Designyatra has further helped the
development of the design in India. Before the web era reference
material was limited to design magazines or design books or
called black books. All these expensive books were available
to a negligible few who worked with design studios,
advertising agencies, or design schools. Now the scenario has
changed; anyone can access hundreds of resources through the net .
This has also helped to improve the client's attitude towards design.