Designs provide added value to a company. The joy of designing is creating and being recognized for that added value.
Thoughts on Commercial Design
Since I first began designing, I have always focused on so-called ‘commercial design;’ that is, creating designs for a client. I am interested in using the power of design to make things already in existence or themes even more fabulous or cool and to communicate them in an even more functional and easy-to-understand manner.
This can be traced back to how I got into the world of design in the first place. I was originally involved in the design of electronic circuits at a certain company, and my life had nothing to do with a graphic designer's world-view. I think I did have my share of recognition as a designer of electronic circuits, such as through the development of the smallest circuits in Japan. However, it was a nine-to-five job, and there was not much stimulus in my life. In looking back, I think that I may have been looking for a new way of life.
It was around that time that my company decided to make a catalog of its products, and it was then that I came into contact with a graphic designer for the first time in my life. He dashingly appeared at a meeting dressed in casual attire, listened to everyone's opinions and created designs from there. I was totally struck by his image.
I had a fixed idea that ‘designers’ were people with an artist's temperament who were seeking ways to express things from within. Finding out about the job of ‘commercial design,’ which was so different from my preconception of design, was a wakeup call for me. I had a vague feeling that I liked to draw things or make designs, but it wasn't as if I had an overflowing passion for artistic expression (laughs). But this encounter with commercial design made me think, “Hey, so this must be what I've been looking for! This is what I want to do.” To tell you the truth, the more I was in contact with this particular designer, the more I thought, “Huh? I think I could do this better!“ Cocky of me, I'm sure; I felt a certain confidence even before I did anything (laughs).
I couldn't think of anything else after that, and so I quit my job and enrolled in a school, and before I knew it, I had become a graphic designer (laughs).
Design Is About Personal Preferences?
People who don't say much when difficult concepts about designs are being discussed – such as this is a design that I like or I don't like this design – can't stop talking when it comes to actual designs that result from the earlier discussion. That is something that I like about the world of design. In terms of my job, however, I am attentive to ensuring that a design is not judged solely based on a customer's likes or dislikes.
Partly because I was involved in designing circuits before I became a graphic designer, I don't want to design something without having a reason behind that design—in other words, designing something a certain way just because it looks good. I always think that when, for example, I am creating a layout, there should be a reason or necessity for something being placed in a particular spot and of being a particular size, whether it be because that layout is the most effective or the most beautiful. For this reason, I try to have our customers understand the intent and key points of a design after which I will listen to their opinions, including their likes and dislikes, and improve on the design.
From my experience of meeting with clients, I can say that the intentions of a client can be grasped from meetings or properly carried out briefings regarding production. That makes the listening capabilities of our staff members also very important, so I ask, please do that part well, okay? (laughs)
It seems easy for customers to understand there being reasons for a design. They often trust us because they like the fact that we explain the reasons, so I would like to keep doing that.
The Arc Communications Logo Is About Subtraction
‘Addition’ and ‘subtraction’ is often talked about when speaking about graphic design. The more experience I accumulate, the more I have personally focused on the ‘subtraction’ type of minimal design—the effective communication of intent by composing what I want to express using the bare minimum of elements.
The production of the Arc Communications logo was exactly that. I devised many different designs in an effort to make it as stylish and fantastic as possible, but none of them felt right. So, what I did was go back to the basics, and the basics were the words ‘integrity, enjoyment and newness’ that is often mentioned by Mariko Ohsato, our president. Now these are straightforward, ordinary words, however they point to the high road and are, at the same time, quite sincere. I came to the conclusion that it was important to have our logo express this sincerity point blank and say to anyone who saw it, “We are a sincere company.” The outcome of this was our new logo.
I have to admit that there were a lot of things that went on, including the fact that our company name is fairly long, which didn't make designing the logo easy. (laughs) But I am personally satisfied because it was the result of ‘adding’ a whole lot to the design before ‘subtracting’ many elements, reducing it to virtually nothing.
The Future of Our Work and The Future of Arc Communications
My impression of Arc Communications before I joined the company was that it had a very deep comprehension of business. When I joined the company on the invitation of Yoshihiro Sato, the head of the web design & cross media department, he said, “Your job is to give added value to that.”
My belief has been that design in the world of business is to be used as a tool for enhancing corporate value or of giving added value. That is why I continue to hold Yoshihiro's words to heart as I carry out my work.
With that said, however, my aim is to have people say, “Graphic design is the true backbone of Arc Communications.” It shouldn't be all that difficult. (laughs)
Koichi Ogawa
Joined Arc Communications in 2008 and is in charge of art direction and design. Prior to joining Arc Communications, worked for a manufacturer and a graphic design company. As art director, he is also involved in providing guidance to younger designers in the Website Design & Planning Department.
The Long Goodbye (1973; US)
directed by Robert Altman
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