Alessandro Segalini

I see graphic design as the organization of information that is semantically correct, syntactically consistent and pragmatically understandable. I like it to be usually powerful, intellectual elegant, and above all timeless.

There are three investigations in design. The first is the search for structure. Its reward is discipline. The second is the search for specificity. This yields appropriateness. Finally, we search for fun, and we create ambiguity.

Force and elegance: these are the characteristics of Italian graphics; ‘forza’ and ‘eleganza’ to express the contents, to let them speak clearly, straightforwardly, with grace and vigor. The minimum useful form — using what could be a formula — arises from the material, from its intrinsic constitution; it is up to the designer to discern its structure, delve into its complexity, listen in order to orchestrate, to organize the information responsibly and efficiently, rationally and functionally.

To learn from things, not to impose forms a priori. This takes time and passion, dedication and commitment — and let no one without them enter here! The rest can be left to the artists. Today the world of graphics is filled to overflowing with them: people who make magazines but not to be read (anyway, what you see/sell is the cover), posters to post themselves, books with trendy characters and superimposed images. Designers should be deliberate and rigorous, not arbitrary.