Another month, another member to be featured on LogoLounge’s Center Stage! For June, we spoke to a designer who can truly do it all. From brand identity and packaging design, to advertising, editorial and children’s illustration, Minneapolis-based Joshua Gille is truly a force to be reckoned with.
Tell us a bit about yourself and your work.
To start, my last name is pronounced “guy-lee” (it’s always mispronounced)! I live just outside Minneapolis with my wife, two young sons and two dogs. I enjoy learning about and taking inspiration from the natural world, and spending time outdoors.
I have a BFA in Graphic Design from University of Wisconsin-Stevens Point and moved to the Twin Cities soon after graduation. I’ve been in the industry for twelve years and have been a solo designer/illustrator since 2010. When I started freelancing, I hit the pavement and met with as many agencies as I could for freelance work. Agencies made up the lion’s share of my work for the first few years. Now, my client base is mostly comprised of small/medium sized companies and entrepreneurs. I work out of my home studio and use coffee shops, parks, and breweries for client meetings.
I believe inspiration can be found anywhere, so I’m always observing. I enjoy challenging my skills and am not afraid to try something new, such as plein air painting. It might not turn out great, but I might take away something that will inform future design/illustration work. I can always be found with a sketch book and am constantly jotting down creative ideas, quick sketches and working on logos.
I’ve really enjoyed the flexibility of being a solo designer/illustrator. I have the freedom to spend days with the kids, take them to parks and playgrounds. It’s been a real joy to be able to juggle raising my young sons and run a creative business. It’s challenging and rewarding.
How did you come into this profession? What made you want to become a designer and illustrator?
I grew up watching my mom and grandmother create wood crafts and ceramics for craft shows. I realized at a young age that I loved being creative and didn’t just want it to be a hobby; I wanted it to be my career. I just had to figure out how to make a living as an artist. I was really fascinated by skateboard and snowboard graphics and realized I could get paid to make those! My design work is still influenced heavily by illustrations.
How would you describe your design aesthetic? What makes your different from other designers out there?
While I like to modify my style to match the client, concept, or industry, a through line in my work is concept, minimalism and simplicity. The goal is always to create something unique, memorable, appealing and the right fit for the client. I like to experiment and really value clever design. I love illustration just as much as design, so oftentimes the two feed off of each other in my work.
Who or what inspires you the most?
My wife and young sons. I try to take on projects and clients that would make them proud. My sons are the most ruthless and demanding art directors, which has taught me to work faster. They’ve even helped me hone my skills on interpreting demanding client needs!
What was the last thing that made you say “wow”?
The Eolambia, Acrocanthosaur, and Ornithomimid fossilized dinosaur tracks I recently saw on Dinosaur Ridge in Colorado. Seeing actual dinosaur footprints from millions of years ago really is awe inspiring.
What mark are you most proud of and why? Did this work come easy, or take time to develop?
Right now, I’m most proud of my current company logo. Like many designers, I struggled with branding myself. I’m currently on the third iteration of my logo. With this latest version, I wanted to challenge myself to see how far I could simplify a “G” and ride the line of “abstract.” I feel like it’s the right logo for where I am in my career right now-I even got hats made.
Pleas describe your design process in steps.
- Download - Meet with the client to chat about the company/product/service. We discuss the client’s current brand and their vision for the company. We also discuss the business stuff like project timeline, expectations, assign to-do’s, budget, etc...
- Contract Signature - A very important step.
- Research, Ideate, Sketch - I spend a lot of time researching and sketching. It’s not uncommon for me to have 15-30 pages of sketches for a logo. Sketching is my way of exploring ideas both in concept and execution.
- Build & Break - Initial rough computer translations. I typically have a rough idea of the build from my sketchbook, though I make sure to treat this stage like a “sketch stage” too. I see where the logo can go and experiment with where else I could take it.
- Repeat 2 and 3 As Needed.
- Check the Solutions Against the Client Brief - Does it meet the requirements or better yet surpass expectations?
- Present Options to Client and Discuss .
There are client touch points throughout the process, which depends on client preferences and the complexity of the project.
What or who would be a dream project or client for you?
This is an interesting question and something I’ve given a lot of thought to over the past six months. I recently came to the conclusion that I want to focus on environmentally and socially conscious companies to represent values that I feel are very important. If there is an alternative energy company, coffee roaster, brewery, or outdoor clothing company that fits those socially conscious views, I’d be happy to take them on as a client.
What advice would you give to someone who is looking to get started in design? What advice would you give to someone who’s been in the business for years?
I’d tell people getting into the industry to not idolize the wrong people, work hard, challenge yourself, create self-initiated projects, get a sketchbook and actually draw in it, find a mentor and listen to them, and learn to honestly critique your own work.
To people in the industry, I’d suggest finding out who you are and who you want to serve. For me, it took ten years in the industry to realize I could use design for good and try to support my values. And I’m still working toward that goal, but I have a much clearer vision now to work toward.
To view Gille’s LogoLounge uploads, you can visit his profile here. To see even more, visit his personal website and profile here. And be sure to check back in July, as LogoLounge features another talented member! The next designer to be featured could be YOU!