Interview with Stefan Canuel

My love of fine art and interest in pop culture is longstanding. Growing up with a fascination for the visual arts and discovering commercial art while studying fine arts at university made me realize that becoming a designer was my true purpose. Studying commercial art after university, I had in mind to become an illustrator, but after the first year, I discovered the pleasure working with typography. And later I discovered the world of exhibitions. Merging my love for typography with my interest bringing my ideas to life in a space is probably what made me the designer that I am now.

My design process involves six different phases; project initiation, research & analysis, strategy, development, presentation, and production. With the development phase being my favorite, I can spend hours finding the right typeface for the project and making it perfect.In the strategy phase I also focus a lot on problem-solving: making sure the particular concept works, and that there’s a logic behind the decision-making along the way.

Pride. You don’t need someone to tell you you’ve created a strong design; you just know it. As I mentioned earlier I enjoy both the strategy and development phases, they both bring the best out of me. The strategy for its challenge and the development for all those wonderful emotions.

I didn’t know what a designer was until after university. At university, my fine arts painting teacher Claude Gauvin told me once that I was not making art with my heart, and too much with my head. Then I started to think more and more about it and I discovered the whole world of communication art and design. I’m actually grateful to her now.

I’m a designer because art and design are a big part of my life, and you can’t have one without the other. I am grateful that I can work in this field. I would like to have more time and to go back and make art, merging my design skills set with my first passion as a kid. I haven’t touched art since my early twenties.

Never give up. Design is an extremely competitive field and it takes dedication, hard work and resilience to get established. Everyone thinks they are a designer and will have comments on your work so stick to your vision and goals – true designers will always stand out from the field.. Don’t let people from outside the field advise you in areas they don’t know as well as you - you know the tools and software. Moreover, you have the creativity and a designer is more than just a pair of hand running a computer. Believe in yourself.

I think creativity, innovation and the urge to problem solve is what enables someone to make the step from being good to being great in the design industry. Every time you have new challenge, innovate and make it better than the previous project. Challenge yourself and continue to push your limits as a designer. Don’t be scared to take on audacious project that scares you, if the project is a success you will shine if not, you will still have a nice portfolio piece.

Lately! Work, Work, Work.

Be up-to-date and surpass design trends.

I think creativity, innovation and design thinking is what enables a design to make the step from being good to being great. Great design is really about solving problems.Good design can translate your business goals into a clear and compelling message. It keeps the focus on the client's best interest. It's all about functionality. Good design is a good investment. As Ralf Speth at Jaguar Land Rover said, “If you think good design is expensive, you should look at the cost of bad design.”

At some point you need to end it, if not you will over design the product. Trust me, over designing will kill your design. Imagine a never ending tv show, nothing good comes out in over designing.

I think working on the exhibition Sakahàn was probably my most important job experience. Sakahàn was the first of a series of exhibits dedicated to “diverse, complex and challenging artworks being made by Indigenous artists in regions such as the Americas, Asia, Oceania, Europe and Africa.” It filled both floors of the National Gallery of Canada special exhibition spaces as well as the contemporary art galleries—not to mention several public spaces inside and outside the Gallery. My mandate was to conceive of a show that worked on a number of different levels. I had the responsibility of overseeing and implementing the layout and construction of the physical exhibitions space, as well as the numerous, purpose-built display cases, of creating all visual and didactic material, including marketing poster, invitation, billboard, and outdoor banners. I had to create a visual identity with aesthetic appeal that also communicated the client's message, concept and image to visitors, while meeting the limitations imposed by space and budget.

Stefan Seigmeister is probably at the top of my list with others like Paul Rand, Charles and Ray Eames, Milton Glaser, and lets not forget Alvin Lustig who could have been the most famous multi-disciplinary designer if he had not left us so young at the age of 39.

I’ve been pretty busy the past year working on projects for the Canada 150 celebrations at the National Gallery, including new way finding and other upgrade to the gallery. I was also working on a publication with artist Geoffrey Farmer who is representing Canada at the Venice Biennial last summer, and several other publications. I would love to design more and more physical objects that you can manipulate, smell and feel. Art and design are a big part of my life, and they are interdependent. I am grateful that I can work in this field.

Certainly there are no shortage of headaches in the design field – from always feeling the need to improve and outdo your last design, to managing the scope of projects and the restrictions and limits on it from all kinds of factors: from budget to clients’ competing visions and objectives. That said, there is nothing as rewarding as seeing the end of a project and recognized all you have accomplished.

I believe in the power of community. The design industry has benefited from this sense of community and will continue to do so. As a member of RGD (Association of Registered Graphic Designers of Canada), I have a vested interest in our industry’s success. It’s great to be involved in the community that shares my commitment to excellence in design. Design has the potential to make positive change.

I actually didn’t have the chance to attend the A’ Design Award last year. Hopefully I can be part of it this year.

I’m a designer because art and design are a big part of my life, and you can’t have one without the other. I am grateful that I can work in this field.

I didn’t know what a designer was until after university. At university, my fine arts painting teacher Claude Gauvin told me once that I was not making art with my heart, and too much with my head. Then I started to think more and more about it and I discovered the whole world of communication art and design. I’m actually grateful to her now.

I design anything. My work can range from designing an exhibition, to a table or a book and a poster. I’m actually what you could call a multi-disciplinary designer. I would love to design more and more physical objects that you could manipulate, smell and feel.

I would not call myself a design legend. As we say in French “J’ai des croûtes à manger.” Meaning, I still have a lot to accomplish before becoming a design legend.

But what I can say to young designers starting in the industry is never give up. The design field is not an easy one. Everyone thinks they are a designer. But a true designer will always succeed in the end. Don’t let people impose a vision on you just because you know the software. A designer is more than just a pair of hands running a computer. Believe in yourself. And always keep in mind, the first part of a designer’s job is to find the right people with the right information. With good information you will develop great design.

I think creativity, innovation and the urge to problem solve is what enables someone to make the step from being good to being great in the design industry.

The answer has something to do with clarity and consistency. The great designs have always been simple ideas that find a solution to a problem.

Good design can translate your business goals into a clear and compelling message. It keeps the focus on the client's best interest. It's all about functionality. Good design is a good investment. As Ralf Speth at Jaguar Land Rover said, “If you think good design is expensive, you should look at the cost of bad design.”

I’ve never taken the time to think about it. For sure, designing for Pentagram would be an honor.

To go back and make art, merging my design skills set with my first passion as a kid. I haven’t touched art since my early twenties.

I don’t think I have one. Except maybe when starting a new project I always think, this will be the best project I’ve ever designed. It helps me to keep pushing my limits.

Stefan Seigmeister is probably at the top of my list with others like Paul Rand, Charles and Ray Eames, Milton Glaser, and lets not forget Alvin Lustig who could have been the most famous multi-disciplinary designer if he had not left us so young at the age of 39.

The Happy Show by Stefan Seigmeister is for sure my favorite design. It goes back to what I was saying earlier about merging design with art. I think this piece has it all – so many different components to design with would delight any designer.

I think Sakahàn was probably my best design yet. Sakahàn was the first of a series of exhibits dedicated to “diverse, complex and challenging artworks being made by indigenous artists in regions such as the Americas, Asia, Oceania, Europe and Africa.” It filled both floors of the National Gallery of Canada special exhibition spaces as well as the contemporary art galleries—not to mention several public spaces inside and outside the Gallery. My mandate was to conceive a show that worked on a number of different levels. I had the responsibility of overseeing and implementing the layout and construction of the physical exhibitions space, as well as the numerous, purpose-built display cases, of creating all visual and didactic material, including the marketing poster, invitation, billboard, and outdoor banners. I had to create a visual identity with aesthetic appeal that also communicated the client's message, concept and image to visitors, while meeting the limitations imposed by space and budget.

The challenge was big because I simultaneously had to incorporate a large construction zone into the exhibition and make it blend with the exhibition at the same time.

I think being innovative. Every time you have new challenge, innovate and make it better than the previous project. Be up-to-date and surpass design trends.

I probably would have become a comic book illustrator or a math teacher. During high school, I had it in mind to go to university to obtain my bachelor's degree with a concentration in mathematics. I’ve always had a particular penchant for logic and problem solving.

Design is what links creativity and innovation. It brings ideas to life that are simultaneously practical and attractive for the user. Designers are sometimes seen as self-obsessed, but the truth is that great designers care hugely about the product user. This way the designer gets inspired by the user and ensures that the solution meets a real need. As I always say, design is really about solving problems.

First, I think having a lot of self-confidence has had a big role in my success. Over the years, I have also had several people and coworkers believing in me.

The passion for design and wanting to achieve great things over and over again.

Educating people on design and what good design can bring to them, and it’s not over. I think it’s an obstacle that I will face all my life.

I think you have to have a strong belief in what you present. If you have any doubt it will show and you will lose faith in your work.

Yes, I’ve been pretty busy the past year working on projects for the Canada 150 celebrations at the National Gallery, including new way finding and other upgrade to the gallery. I’m also working on a publication with artist Geoffrey Farmer who is representing Canada at the Venice Biennial this summer.

Maybe to design my personal exhibition one day.

To produce a high level of work. To be involved in a multitude of projects, and to invest a significant amount of time and commitment to my job.

Design has the potential to make positive change in society.

I haven’t started yet, but it is scheduled for this summer. It’s a project with a group of independent artists that spent some time at Fogo Island in a contemporary art residency program. My work is to gather all their research and inspirations while they were at the island and design a book that will have the feel of a personal journal or file folder.

Designing the Chris Cran catalogue gave me a lot of satisfaction. First, the artist gave me a lot of flexibility with the project and, second of all, the book received worldwide praise.

A slow down in the trends, getting back to the basics and not having all those gadgets interfering with the simplicity of a nice design.

Blocked image-styles like Pinterest and Piccsy are gaining popularity; in a few years, text will seem totally unnecessary. Also “minimal” visual will be so simple, it may consist of nothing but a particular shade of color. Overall, we are going to a minimalist trend. As people get more and more hyper-stimulated with 3D technology on the web and screens, it stands to reason that print material will be simplified. People can only take so much visual noise!

It’s a tricky question because it really depends on the scope of work, but what I’m sure of is that nothing can be designed in a week.

First and foremost, I start by finding the right people with the right information. Once that is done, we can start the creative process.

I have always loved this quote by John Ford and it is really what I am as a designer: “Quality means doing it right when no one is looking.”

The design sets the trends. After a couple of years with similar designs, a new design has to evolve to make for a new trend and so on.

Because of the times in which we live, technology plays a big role in the design industry – the same as in our day-to-day life. Technology changes all the time and as a designer it is important to keep up with it if we want to be successful.

I use all the basic Adobe Suite design software, InDesign, Photoshop, Illustrator, I also use CAD software. I have other adobe software on my tablet that I use for sketching. My library is full of design books that I can recommend but one comes to mind. Type Matters! by Jim Williams - A book I wish I would have written! Then there’s all the stuff you need to know when using type.

I’m not a designer that works with a lot of colors. My color palette is pretty restricted, but for some designers, it’s their design signature. I would say material is probably what I’m pushing most strongly in my designs.

Who came up with this idea? In a good way!

How come I haven’t thought of that?

When needed, I will work with other designers. I can co-design when both designers have their specialty, but I prefer being a solo designer. Having two strong design leaders together can be frustrating, and can make it hard to commit to a good product.

I always like to run my projects by Melanie, my partner in life. She’s not in the design industry, but she always has a good take on things, and she doesn’t let personal taste override her feedback.

As I mentioned earlier Type Matters! by Jim Williams. When I read that book, it made me feel good. It supported what I was thinking about when working with type.

Being innovative. Every time that I was presented with a new challenge, I took it and it made me better. Also, staying up-to-date with technologies, and surpassing design trends.

I would like to have a chat with Alvin Lustig, so we can talk about his contributions to the design of books, magazines, interiors, and textiles. Those are exactly the same designs that I love doing.

I feel proud. The design industry can be hard on designers. The competition is strong and you have good years and bad years. At the end of the day, it’s about not having too many bad years in a row because you will lose your moment.

I actually don’t have a favorite color. It could be green, orange, or yellow. Favorite place, by the water; food, Vietnamese pho soup; season, fall; thing I love, books; brand, it has to be the Apple brand – not only because I’m a designer, but also because it is so clean, simple and sophisticated at the same time.

I had a very difficult client several years ago when I first started in the industry. I went through a lot of proposed concepts and, every time, the client returned it without giving any clear instructions about what was not working. After meeting the client for the 3rd time, I realized that she was always dressed in purple and didn’t have very good taste. For the 4th proposal, I returned to my first and best concept, but added a lot of purple to the mix. I presented it as if it was a new concept, but the whole time it was the same idea that solved the problem for her target audience – just with the purple color. She loved it and thought it was the best thing in the world. It tells you what clients can be like. Design is not about the client’s personal taste: it’s about the targeted audience and educating the client on the subject. It’s a tough challenge these days with all those design shows on TV. People think they can be a good designer just because they like a color.

I don’t think I have to do much to motivate myself. Art and design are a big part of my life, and they are interdependent. I am grateful that I can work in this field.

No, not really. As a kid, I was always fascinated with the visual arts, but I only discovered the design field after my fine art studies at university.

Time changes so quickly, everything goes so fast. I think things will have to slow down a bit for a better future. I believe in evolution, but we need the time to develop it well for people to be on board.

I believe in the power of community. The design industry has benefited from this sense of community and will continue to do so. I have a vested interest in our industry’s success. It’s great to be involved in a community that shares my commitment to excellence in design.

The National Gallery of Canada is one of the world's most respected art institutions, renowned for its exceptional collections, revered for its scholarship, and applauded for its unique ability to engage audiences of all ages and all levels of artistic knowledge. The National Gallery of Canada strives to provide Canadians with a sense of identity with and pride in Canada's rich visual-arts heritage. Through its collections, onsite exhibitions, educational programs and publications, professional training programs, and outreach initiatives, the Gallery aspires to be a model of excellence in furthering knowledge of the visual arts, both at home and abroad.

Design is a balance between problem-solving, strategy, logic and creativity. This makes design a profession with endless possibilities. I am constantly innovating, learning and exploring new ideas and have been fortunate to work on several types of projects in a variety of media. This has allowed me to experiment with many different forms of design.

I have a soft spot for publication design. But I have to admit any design that involves a 3D object and different material can be engaging: whether designing an exhibition, a table or a book.

Lately I’ve been pretty impressed with David Bowie’s Blackstar album designed by Barbbrook. The design of the album is absolutely astonishing. I also enjoy all of the Type Directors Club Typography annuals. Every year they come up with a new agency to design the annual and they always use up-to-the moment printing tricks. They are beautiful.

I have to go back a few years. The first thing that comes to mind is a box and bottle packaging for a kid’s bubble bath product – it was called ‘mad scientist’ or something like that!

As I mentioned earlier anything that involves material, fabric; anything that you can touch, manipulate or hold in your hands.

When I’m not rush or overloaded with too many projects. And usually late at night!

I focus a lot on problem-solving: making sure the particular concept works, and that there’s a logic behind the decision-making along the way.

I take great pride and find immense value in what I do. Design is part of me. It is what I am most passionate about.

Pride. You don’t need someone to tell you you’ve created a strong design; you know it.

It’s all about creating harmony among the design components and having them come together in a final outstanding product. At the same time a successful design has to be clear and consistent. Great design has always involved simple ideas to find a solution.

For me clarity of design is the first consideration.

The design industry has the potential to make positive change in the world. I think we can tackle any environmental problems with a design solution.

I believe in the power of community. The design industry has benefited from this sense of community and will continue to do so. Take for example the blocked image-styles like Pinterest and Piccsy, they are gaining popularity; in a few years, text will seem totally unnecessary.

I haven’t had a chance to exhibit solo. I had some group exhibitions at design events, the last one was at DesignThinkers last fall in Toronto.

I go through a lot of books, I feed my mind with a lot of visual material. Creativity comes naturally, you cut an onion and you have to make something out of it. You pour water in a glass and it reminds you of something. I remember years ago making a gondola boat with my mussel shells while eating them. I usually find my creative solutions when doing something completely unrelated to design proper. I would also recommend a book that I discovered recently titled D30 - it’s really helpful if you need to give your creative side a kick-start!.

I’m not sure if I can describe my design style. I can say that I’m meticulous but at the same time I don’t want to be so focused on details that I loose track of the creative side of the project.

I’m from Canada, and live and work in Ottawa. I would have to say that aspects of American culture affect my design. I would love to be surrounded at times by the simple clean shapes and sensibilities of much European design but I find that there is less exposure to this living in Canada. Then again maybe there’s a freedom here to pull from numerous established trends and influences.

I still do some freelance work here and there, but my main job is as an In-House designer at the Gallery.

Look at the cost estimate and make sure you understand what the design is charging for and what is involved. For example, 1000$ can be cheap for a concept but when you think about it that means about 8 hours or less time will have been put into it and this is not enough, it seems to me. Weigh the hours put in with the promised goals for delivery, and always look closely at the designer’s rationale for problem solving and aim to gauge closely their overall approach to creativity.

My design process involves six different phases. 1) Project initiation: establishing a personal relationship with the client through a face-to-face meeting with the artist, the curator or client is necessary. Ensure that the client knows what they want from the project, and establish a realistic schedule of how the project should proceed. 2) Research & analysis: this phase usually involves taking into account the market trends, the history, and the future as well. When trying to convey a design idea I will often use mood boards. 3) Strategy: develop a strategy before putting pencil to paper. It is necessary to run the strategy to the client to get approval or disapproval at this stage. 4) Development: develop several different concepts. The idea here is to create as many different options before choosing the most viable one. These ideas are then narrowed down to one or two for further development and refinement. 5) Presentation – Make a paper mock-up, an elevation or a rendering. This is the time for the client to review the designs and provide feedback based on their objectives and needs. 6) Production – With an approved design, it is now time hand over the finished piece for production.

Let me think, I have several books… First, I’ll go with all the Type Directors Club Typography books, they are all exceptionally designed. Second I would have to say my great felt Ipad case however I can’t remember who that is by! In general I am impressed with Apple-designed products. I have an old 3D screen printed poster that I rather like and which works well with those red and green card glasses. I also own an old street sign that’s in my yard. A lot of these items have designs that are timeless rather than trendy, which I like.

Lately! Work, Work, Work.

Never give up. Design is an extremely competitive field and it takes dedication, hard work and resilience to get established. Everyone thinks they are a designer and will have comments on your work so stick to your vision and goals – true designers will always stand out from the field.. Don’t let people from outside the field advise you in areas they don’t know as well as you - you know the tools and software. Moreover, you have the creativity and a designer is more than just a pair of hand running a computer. Believe in yourself.

Certainly there are no shortage of headaches in the design field – from always feeling the need to improve and outdo your last design, to managing the scope of projects and the restrictions and limits on it from all kinds of factors: from budget to clients’ competing visions and objectives. That said, there is nothing as rewarding as seeing the end of a project and recognized all you have accomplished.

I think being innovative would be my “golden rule” in design.

I don’t think you can succeed as a designer if you don’t have creativity, color theory and spatial dynamics knowledge, and some communication skills.

I use all the basic Adobe Suite design software such as InDesign, Photoshop and Illustrator, other CAD software and SketchUp. I have other adobe software on my tablet that I use for sketching. My library is full of design books that I can recommend but one comes to mind. Type Matters! by Jim Williams - A book I wish I would have written! Then there’s all the stuff you need to know when using type.

It’s easy I don’t manage my time. I just don’t need much sleep.

It’s a tricky question because it really depends on the scope of work but what I’m sure is that nothing can be designed in a week.

What color would you use?

I think working on the exhibition Sakahàn was probably my most important job experience. Sakahàn was the first of a series of exhibits dedicated to “diverse, complex and challenging artworks being made by Indigenous artists in regions such as the Americas, Asia, Oceania, Europe and Africa.” It filled both floors of the National Gallery of Canada special exhibition spaces as well as the contemporary art galleries—not to mention several public spaces inside and outside the Gallery. My mandate was to conceive of a show that worked on a number of different levels. I had the responsibility of overseeing and implementing the layout and construction of the physical exhibitions space, as well as the numerous, purpose-built display cases, of creating all visual and didactic material, including marketing poster, invitation, billboard, and outdoor banners. I had to create a visual identity with aesthetic appeal that also communicated the client's message, concept and image to visitors, while meeting the limitations imposed by space and budget.

I’ve been working at the National Gallery of Canada as an In-House designer for the past 15 years.

I have a soft spot for publication design. But I have to admit any design that involve a 3D object and different material. From designing an exhibition, to design a table or a book. I have a multifaceted approach to design.

I have no plan for the near future, I’ll see how it goes with my new position at the Gallery and I’ll go from there.

Mostly myself.

Yes, I’ve been pretty busy the past year working on projects for the Canada 150 celebrations at the National Gallery, including new way finding and other upgrade to the gallery. I’m also working on a publication with artist Geoffrey Farmer who is representing Canada at the Venice Biennial this summer.

You can always contact me through my personal site, LinkedIn or my Behance page.

Many people think that design relies on a great sense of style. Style is important, but it is only one element at the end of the design process.