For graphic designer and typographer, Luca Ionescu, inspiration comes from the need to make things better. As the owner and director of Sydney based design studio, Like Minded Studio, Ionescu spends his days in a lettering, typography and illustration bubble.
With a mammoth list of high-profile clients from Coke to MTV, it is no surprise that Ionescu will be one of the headlining speakers at the upcoming Semi-Permanent event in Sydney.
He believes typography is the key means to communicating; if the type is attractive and well set it will help better sell a product or communicate to the audience. Ionescu puts the recent boom in typography in everything from advertising to art down to the emphasis on the craft of creating the typeface itself. This emphasis has then lead to a plethora of blogs and websites documenting good typography, giving designers a deep understanding of what a well designed piece of type should look like.
The designer predicts that typographic pieces will be made from a variety of mechanisms both physical and digital. These methods include rapid-prototyping, augmented reality and 3D modelling apps. “This all breaks open the spectrum of what can be type, the materials that can be used and ultimately the way the audience can engage with the piece,” Ionescu explains. “I think as creatives in design, art and advertising start using different technology to communicate to the audience, type will become more dynamic and interactive.”
“If the idea requires 3D to best express it then produce it in that way, but first have an idea then find the best medium to execute it.”
The designer’s type flame was lit whilst he was studying design at college where he found himself always drawn to logos and type. He then decided to make that his focus when he started out in the industry and would always try and work a good piece of type into his designs whether it was an editorial layout, flier or advertising.
This enthusiasm for the medium no doubt propelled him into the spotlight. But underlining all projects is Ionescu’s desire to make things better or try something new. “If it’s for a commercial project I usually find [inspiration] in the words of the client, somewhere in the brief there is a key-word or words that will trigger what I need to be creating,” he explains.
Luca Ionescu will present ‘Talking Type’ at the Semi-Permanent event in Sydney. More information can be found here.