10 questions to Philip Koltyge, creative director of Volga Volga Brand Identity
Adindex category of “Close-up”: We send 10 questions or phrases that you want to continue or to answer. Meet the necessary maximized not dismiss “yes-no”. Sometimes the phrases that we have come can generally consist of only two words, and you can keep them at your own discretion and keep the thought in some convenient way.
From project to project more often find myself thinking … What gradually, step by step, in our industry and, in general, the consensus in the community is enhanced. Speaking in Russian, a basic agreement on common issues. Is this good or bad? For us, the obvious advantages, since we are dealing with identity. That is the process in which we formulate ideas for people, our clients and offer to share them. Begin to identify yourself, your team or organization with some idea, shared values. This is probably one of the most rewarding parts of the work — to see how someone suddenly dawns on the thought that occurred to you before. There is a sense of belonging, emotional warmth. So, recently, from project to project, it is easier to work with in terms of ideas and vision reports to customers. Perhaps there is some change of generations — now we meet peers on the deputy minister, the vice-mayor or president of the bank. These are people of one generation with us, we grew up on common cultural codes. They are just like us. Partners who are close to us mentally and intuitive, easy to perceive our ideas. There are even some surprise, because how readily they respond to our proposals.
- The main secret in advertising … * I do not know him. Otherwise it would have worked in advertising. At this historical period are interested secret work of Martin Sorrell, who, without writing a single article or a book on advertising without giving tips and top secrets for two decades has collected in its wire basket of all major eminent and honored monsters industry — Ogilvy, Young & Rubicam, Grey, Landor. Now ask yourself, what 20 years of major domestic carriers reached advertising secrets?
And, no, I know a secret: In advertising, as in politics, it is important to have your point of view. Clear, based on the arguments, backed up by a deep inner conviction and, preferably, as independently as possible. Even more important to be able to firmly and consistently and accurately convey it. Right now our country’s foreign (and to a lesser extent — in the interior) policy that busy. And we are trying to keep up with her.
- Professional Template break came when … * I first saw the logo of the London Olympics. At least so remember this moment. And when he learned that Wally Olins (of blessed memory) — Commander of the Order of the British Empire. Here we go. A sample of the good, old, proprietary imperial consciousness. Immediately clear what are the challenges in the profession — at least for a Medal of Merit for the Fatherland.
- I am always annoying … * When writing in English, where it was possible to write in Russian. Or when coming up with English names, brendlayny, slogans activities. Here we have in Tkachi often hang posters with announcements of events. Many similar. Still works stereotype that if you want to look in demand — it is necessary to pretend to be a foreigner. Or another stereotype, clean design — Cyrillic looks worse than Latin. And these people are going to take the first rows, promote Russian design, the Russian fashion. Yes, right now! You can not create a new one if you try to keep up with someone, stay within the trend and “Best practises.” It’s time to stop watching and imitating the creativity and the creation of a cargo cults. We ourselves also, of course, have sinned. Now corrected.
- Nothing distorts idea how … * Attempts to “marry” her on the other. Or even two.
- My strengths and weaknesses – it … * probably can be attributed to a strong hand — I had to be born in the best country in the world, I had a happy childhood, carefree and full of impressions, thanks to the parents, I traveled a lot, and a basic understanding of structure of the world and ways of knowing that I use so far, got up to twelve years. And share the blame for complicity in conscious age nationwide betrayal of moral ideals of society the development of communism, I almost did not have time. Not many are so lucky.
Experience with designers teach that there are outstanding talents who have developed visual skills — eye, sense of composition, color, image, but hard enough to give the perception of abstract ideas, designs and structures. Let’s call them the humanities. At the other extreme — very intellectually gifted people with systems thinking, capable of handling complex conceptual structures, but often with undeveloped or downed visual taste. Obviously, it is necessary to establish effective interaction between them. To do this, you need to understand those and others. As well as customers. Next you need to add up all the system, integrated design. I think this is another not the weakest my side. Weaknesses also exist, but they are distributed publicly does not make sense, what coquetry.
- I have never … * could not think of a name for our company is better than what she has. And it was not my. But I think a big success. If expressed in figures, I think it adds 15 to 30% of our product. If not express in numbers — it is the best conveys our pivotal identity. Its potential in the foreseeable future is inexhaustible. No one was not even close. This is true, for a long time thinking about it. Imaginative, emotional, melodic, Russian, rhythmic, of course, in many countries, but clearly indicating the place of origin — Russia.
- Usually fresh ideas appear after … * Probably after appearing fresh impressions. Fresh from people, situations, communication, books, places.
- I do not have time to … * In fact, to answer these questions in time. In fact, to read new and interesting books to me. And also the fact that the finish already started. I think of the last five to read up on the strength of the end of one.
- We all envy … * designers and brands at the heyday of analog television. Chermaev and Geismar, for example. Most religious signs were designed in an era when it was impossible to sit down and in response to the brief financial services to dial in the search: “logo of the bank.” When he had to think a head, and the first sketches to draw hands. By the way, the most direct and effective way from the idea to its realization. There is an idea — can be drawn sketch, no idea — start various tricks and technical tricks. Here, as with books, as well as with music — desacralisation and accessibility of classes and base-established cases led to the division of that vanished cult heroes, and all the rest, and with them disappeared and religious signs. Due to the greater permeability of information society visual noise in everyday environments increased many times, very seriously. A lot of dissimilar solutions similar to each other business. Rhizome rather than sectoral hierarchy and table of ranks. Infinite number of solutions, generative design. No ultimate truth, “it’s not so simple …”
But seriously, if they need someone to envy, we should all be jealous of people who are not sunk into oblivion, and through the centuries and have been able to push through cataclysms, with little distortion, its key ideas, knowledge, traditions and identity. At the same time save energy and impact on both the outside world and within ourselves. Gumilevsky passionarnost. And, of course, country. Their planet is not so much on the strength of a couple, you know them.