Ten Questions for: Fernando Gutiérrez

Fernando Gutiérrez set up Studio Fernando Gutiérrez in 2006 following six years as a Pentagram partner. He has previously worked for CDT and Summa and co-founded Spanish consutlancy Grafica. This week Gutiérrez has been appointed a Royal Designer for Industry.

Fernando

When did you realise you wanted to be a designer?

While at school in my sixth-form I went to the LCP to do a course on the history of art and printmaking and I came across the BA Graphic Design degree show. It astounded me.  

What was your first job? 

Before I began studying graphic design, in the early ’80s I had a brief stint organising/filing a unique book at the time on record sleeve design edited by Roger Dean and David Howells. It was inspirational just seeing and being in among all that artwork in one place.

How would you describe what you currently do?

I listen, discuss, develop ideas, help bring to fruition and add value. And above all, love what I do.

What has been the biggest change in design since you started?

The computer.

What is your favourite project, that you’ve worked on?

The Prado Museum in Madrid.

What is your favourite project, that you haven’t worked on?

LIFE Magazine.

What was your biggest mistake?

Not moving to New York, when I was offered to design the relaunch LIFE magazine for the US midwest.

What is your greatest ambition?

Happiness.

Who is the most inspirational person you have worked with?

Mike Dempsey and Tibor Kalman.

What piece of advice would you give to people starting out in design?

I find food is a great metaphor: it is important learn how to cook for yourself, and then share with your friends. If it’s good others will want to taste.

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