An interview with Quique López, director of the Master’s in Graphic Design and the Master’s in Editorial Design and Digital Publications
We spoke with Quique López, director of the Master’s in Graphic Design and the Master’s in Editorial Design and Digital Publications, to gain a deeper insight into his professional career and what we can expect from the training programmes he directs at ESDESIGN.
Hello, Quique! We’ve been really looking forward to speaking with you :) First of all, please tell us briefly who you are.
I am a graphic designer, creative director, lecturer, and a part-time cook and entertainer at home. I’ve been in the design world for about 20 years, first working in agencies and studios in Valencia and Barcelona, and later—and for several years now—directing my own studio, Pino.
I’ve also been teaching since 2010, when I started as a collaborator on a postgraduate course in digital design. Since then, I’ve worked as a lecturer, collaborator, and course director for various schools in Barcelona, while also serving as a guest speaker on panels and juries for different design competitions.
What led you to become a graphic designer, and what do you enjoy most about the profession?
I’m sure that what mainly led me to work as a graphic designer was an innate taste for formalising ideas. Like almost everyone, you start by drawing and you think that’s design. Since I spent time in Advertising before starting in design, I realised just in time that the idea of thinking design is about making "little drawings"—which is somewhat naïve and normal when you're young—is not very close to reality. It's more about learning, interpreting briefs, convincing clients that you’re more or less right, and, above all, contributing some of the good taste learned over many years of seeing beautiful things.
And of course, also providing what used to be called "added value", which is nothing more than giving brands and visual products a certain personality to make them recognisable. What people love to call strategic design nowadays, as if there were any design that wasn't.
I think it's clear; what I enjoy most is learning about absolutely everything. If a project for something we’ve never done before falls into our hands, I couldn’t be happier. It’s time to analyse, look at similar things, study the competition, place them on positioning maps, and gradually find that image that differentiates/aligns/identifies us in a segment or market. And all without knowing anything at all about the project. I love it.
As you mentioned, you founded the studio Pino in 2016. Where do you find yourselves five years later, and after a pandemic in between?
Well, considering that most of our clients were hotels and restaurants, you can imagine. No, seriously, you have to take it with humour and a desire to evolve. It’s also true, to tell the whole truth, that they are actors in two very poorly chosen sectors. I mean, not all restaurants and hotels (at least, some of the clients we had) are willing to pay what your work is worth and, of course, they end up being clients who, for the smooth running of the studio, represent more of a burden than a relief. "Toxic clients", as they’re called.
Perhaps the pandemic had something to do with getting rid of many of them without needing to take a brave step and fire them. They simply disappeared without warning. Many of them have sent an email now wanting to work again under the same advantageous conditions (for them) as before. We have already moved forward.
Entrepreneurship always brings vertigo; what led you to adopt this attitude? What qualities are needed for it?
Basically, the desire to do. Because you’ve seen things in places where you’ve been working that you think you can do better. Or simply because there are certain internal and external ways of working that you don’t believe in; they aren't part of who you are.
And then you consider that, with a client here and another there, you can start doing something more personal. And it has nothing to do with a graphic style. It might be that what you really need is to make a team work under an internal perspective that makes you feel truly happy to have started a business and set up that work group, that family.
Suddenly, you realize you haven't gone on a trip with the group and you organize an outing to the Porto Design Biennale and... bang! You know that’s part of who you are and that, without knowing if it will have a positive impact on the work or the results offered to a client, you simply know you wanted to set up a studio, with people around you, for that.
And just as I tell you this, I’ll tell you that a lot of things we do (La Risoneta, the seminars, the lunch on a certain day, etc.) we don’t do to improve the running of the studio. It’s not a strategy. It’s not thought out like that. Rather, it’s felt and done. And we do them just because—it couldn't be any other way. Many people categorise entrepreneurship in their "business things drawer". For me, it’s more about the vital side of things. It's in my "things to live for drawer".
Many people categorise entrepreneurship in their "business things drawer". For me, it’s more about the vital side of things. It's in my "things to live for drawer"
DESIGNER Pino Design Practice. Silver Laus Award 2021.
TRADEMARK al marge
When designing the Master’s, what facets of the profession’s day-to-day life have you transferred to the programmes?
The profession. Trends. Changes. Basically, what most Master’s I see don’t do. We provide our courses with a level of professionalism and contact with the real world that, in many academic cases, is relegated to strictly teaching matters.
What would you highlight most about the two Master’s you direct?
The lecturers, their dedication, the contact, and the response. The closeness and the capacity for improvement thanks to the interaction with the teaching staff.
What advice would you give to someone thinking about studying at ESDESIGN?
Do it. Be aware of the capacity for effort and daily sacrifice you’re going to make, and encourage yourself to look at the programmes, choose the one that suits you best, and sign up. I can assure you that everything you learn will be useful for your day-to-day life and that, if you make the necessary effort, it will not only help you survive professionally but to truly enjoy it like there’s no tomorrow :)
Thank you very much for your sincerity and closeness, Quique. We know your experience will be a great help to all ESDESIGNER readers.
