An Audience with Wayne Hemingway

We attended a talk earlier this week with ex Red or Dead supremo Wayne Hemingway. To be honest I wasn't sure what to expect. Everyone knows him from hs Red or Dead days and still associates him with the company despite hm selling it over 8 years ago, then going on to set up Hemingway Design with his wife. He came accross as a very passionate man, very 'anti-establishment' – an activist. He's a man prepared to work hard and stand up for what he believes in. I can totally relate to his ethos, and his frustrations. I founded Liv Design on similar principles. You have to go out on a limb sometimes in order to achieve what you want. The whole creative industry seems fixed in some cliche-riddled world of self-imposed rules, regulations and expected ways of operating. Ironic, for an industry that supposedly demonstrates freedom of expression and acts as an inspiration to others. He cites individuality as your USP. Quality as standard. Education is vital. Passion is paramount, but not the whole story. As industry specialists, who are we helping if we don't educate others? We should be prepared to make a point, disagree, encourage debate. Wayne talked about the importance of branding, which as most people wrongly believe, is not just a logo. Wayne's 'Hemingway design' uses different colours and fonts for the name, but it still has a 'brand'. Countless times I've been asked to design a 'logo' in isolation. A logo is merely the cherry on the branding cake. A brand is a feeling, an association, a soul. A logo is a mere icon, a simple representation that has a limited role. Branding is about the subversive layers beneath that gives a company longevity and character. Wayne seems to be somewhat of an ambassodor for design, turning his hand to everything from garden sheds, water butts and affordable social housing. Random? Not really. If you're creative you can design anything. Why have limits?