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Interview with Ruud Winder |
Home > Designer Interviews > Ruud Winder |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Ruud Winder (RW) for A’ Design Award and Competition. You can access the full profile of Ruud Winder by clicking here.
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
RW: On my 6th birthday I changed my name from Rudy to Ruud, a logical step for me, although my family had to get used to it. But my first rebranding was a fact. Fascinated by logos and brands, I went to study graphic design at the Gerrit Rietveld Academy in Amsterdam...
FS: Can you tell us more about your company / design studio?
RW: After more than 25 years I rebranded my company BUREAU GRAS to REBRANDT®. We rebranded more than 100 companies and products over the decades. Now we also got a name that works! Just like we allways create for our clients!
FS: What is "design" for you?
RW: Communicate, but not just the word or image... the entire story!
FS: What kinds of works do you like designing most?
RW: Complete identities, from brandstory to logos and building the basics of the new brand. And the more complex the assignment is, the better.
FS: What is your most favorite design, could you please tell more about it?
RW: I do not have one specific favorite design. But Woonwaard, DearBytes and Youall have a special place in my heart, just like the designs we're making at this moment. The exiting thrill of working on the 'not yet' born brand, is my favorite part.
FS: What was the first thing you designed for a company?
RW: Thats' a long time ago, I think brochures we're the first, but soon followed by websites, and many corporate identities.
FS: What is your favorite material / platform / technology?
RW: I'm allways exited by new and unexpected use of technics and materials. The most unexpected, but retrospective the most logic choice of material or technic is what I search for.
FS: When do you feel the most creative?
RW: Not in the morning (till 10:00). Rest of the day is perfect even at night.
FS: Which aspects of a design do you focus more during designing?
RW: Searching for the exclusive and unique design that fits the brand.
FS: What kind of emotions do you feel when you design?
RW: Mostly a flow, Thrill, excitement, doubts and happiness.
FS: What kind of emotions do you feel when your designs are realized?
RW: A little bit anxious, it is nevertheless the launch of a thought that has to come true at that moment. You think you know how the brand will be picked up, but you only know when the time has come. Fortunately, so far it has always worked out as predicted.
FS: What makes a design successful?
RW: 1. When the soul of the company can be represented by the visual identity. 2. When the visual identity is used consequent and in line with the guidelines.
FS: When judging a design as good or bad, which aspects do you consider first?
RW: What was the assignment, the goal that was ment tot achieve?
FS: From your point of view, what are the responsibilities of a designer for society and environment?
RW: 1. Don't lie. Like we say in Dutch: "Don't sell sell apples as lemons". 2. And know what the impact can be of your design, allways ask yourself, do I stand for this product and company.
FS: How do you think the "design field" is evolving? What is the future of design?
RW: In a society that is slightly moving backwards, become more conservative, the designfield should be jumping the other direction of innovate, experiment. I see designers jump in this direction, but many don't. You need balls to be successful in the future.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
RW: As a brand designer I don't expose the work as artworks. It's not what it is.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
RW: Travelling (recently though Spain and Austria), reading and visiting art expositions like Bienalle Venice.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
RW: In my search I always look for the ultimate unique image that tells the story in a split second, accessible and simple. No superfluous shapes or frills. Always looking for a clear, fresh form that dares to stand for the content. In my early days I thought I shouldn't have a style. That's still my goal. After all, it is my job to design the appropriate identity for the client in question. But despite the aspiration to have no style, it was visible, looking back over a range of successful rebrandings. All different, but with its own way of interpreting, the humor and the clear form language.
FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
RW: At the Rietveld Academy in Amsterdam I started to develop as a designer. The obvious fact that there must be a good concept behind everything you make and an elaboration with the aim to keep it clear and dry can be called typically Dutch and can certainly be found in my own work.
FS: How do you work with companies?
RW: I developed a complete system to be able to get all necessary information for the design process. The last 10 years we also develop the brand story. That's a part that definitely should be at the designers side. Otherwise you're working on the interpretation of others, then you can't feel the soul of the brand.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
RW: Check the work first. But above all, invite the designer for a video call or (if possible) for a drink. Get to know him/her. The process of a rebranding is intense.
FS: Can you talk a little about your design process?
RW: I will publish my system in 2022 so more designers will be able to get a clear view on the DNA of the company. Finding the unique character and discribe it. And don't try to force the brand into one of the limited pre-baked archetypes. This removes the special qualities that make a brand so special. The Rembrandt method is based on a psychological treatment when Schizophrenia is diagnosed.
FS: What are 5 of your favorite design items at home?
RW: 1. A poster by Anton Beeke — exhibition for Kazimir Malevich 2. A poster by Bas Oudt — Rietveld exposition 3. A poster of the Tate Gallery, by tube 4. Citrus press by Philippe Starck - Alessi 5. Chairs of Stark
FS: Can you describe a day in your life?
RW: Starting in the morning at 9:00 / 9:30. Organizing, preparing, planning, calling and mailing till 11:00 and then grabbing the project that is planned and jump into it. Talk with collegues and clients for feedback and go all the way till it's really good.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
RW: Dare to outline a clear division of tasks for you and the client. The customer must feed the designer with good information, the visual translation is the domain of the designer, the client may not interfere with this. If the client is not satisfied, check in a pragmatic way where the difference may have arisen between the DNA description / brand story and the final elaboration, take the entire design back and come back after 2 weeks with a much better design. And one more tip. Work towards only 1 design to present.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
RW: 'Creating' gives a lot of satisfaction. Nothing comes without some rainfall, but you know what rises after...
FS: What is your "golden rule" in design?
RW: I have to able to stand for it. Feel responsible for it.
FS: What skills are most important for a designer?
RW: Brains & Eyes.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
RW: My black sketchbook is allways in my reach. Just like by bookshelfs with a big amount of inspiring books. Digitally I like to work with Pinterest and Adobe Illustrator.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
RW: Work through in the evening. And more importantly, don't mind that.
FS: How long does it take to design an object from beginning to end?
RW: From brandstory till the first design presentation 1 months. 1. Brandstory — 1 month 2. New name developement – 1 month 3. Registration proces — 3-6 months 4. Designproces logo + basic elements — 1 month 5. Finalizing the design basics — 1 month
FS: What is the most frequently asked question to you, as a designer?
RW: How do you get there?
FS: What was your most important job experience?
RW: Never ever worked at an other company, started my own company straight from school. As a result, I was not polluted by "that's the way it goes" and other habits and I had to look for my own way of working.
FS: Who are some of your clients?
RW: Education & Research — Eindhoven schools combination | Dutch Courses Amsterdam | Delfland Water Authority | Kanhetanders.nl | Kenniscentrum | Mediacollege Amsterdam | sQuare — Healthcare & Social Services — Day of the Dialogue | National Disaster Fund | IJsterk | Omring | Roger That Foundation | Sociaal.nl | UNHCR | Trimbos Research institute | Woonwaard — Government & Semi-Government — G4 | Dutch Public Prosecutor | Dutch Ministry of Economic Affairs | Development agenda Safety first | Province South-Holland | VNG risk management — IT & Cybersecurity — Attic | C∂n | Cyber Central | Dearbytes | KPN | ING | PayU | Sm^rt Principles | Solvinity | Zolder — Travel & hospitality — Australian Backpackers | Australian Holidays | Balinova | Dream Resort | Else Globe | PeasePro | Puur Nieuw Zeeland | Scandinavian | Schiphol — Retail — Biga Brix | MecMedic | Theo Groothuizen | Verdonk Keukens | Youall — Media & Culture — GAA | Hellen van Meene | Het Nederlands BACH Consort | Jurjaanz | Metis_NL | Mondriaan fonds | Monika Auch | Art Library Foundation | Stimuleringsfonds | The Box music television — B2B — BK Group | Koopmans | Primavera | PrimaveraQuint | Saturday Socials | Weconnect
FS: What type of design work do you enjoy the most and why?
RW: (Re)brandings. Each brand I design can't be pushed back, it exists and will never be forgotten, They are all, as it were, my children.
FS: What are your future plans? What is next for you?
RW: More (re)brandings, more international (easy now with the videocall-habit), companies but also products... You can call me anytime +316 22841710
FS: Do you work as a team, or do you develop your designs yourself?
RW: My company REBRANDT is a network of 100& independant creatives in all kinds of disciplines; programmers, stylists, photographers, copywriters, all aspects covered with the best for the (re)branding proces.
FS: Do you have any works-in-progress being designed that you would like to talk about?
RW: Sorry our clients doesn't allow me to talk about this at this moment. But if you go to www.rebrandt.com you'll see the latest projects.
FS: How can people contact you?
RW: 1. By phone: +31 622841710 2. By mail: ruud@rebrandt.com 3. By visiting: You can visit us in The Hague, Amsterdam, Rotterdam or Alkmaar 4. And don't forget to check our website: www.rebrandt.com
FS: Any other things you would like to cover that have not been covered in these questions?
RW: If you want an Awardwinning (re-)branding call us! REBRANDT | Dutch Masters in Rebranding.
FS: Thank you for providing us with this opportunity to interview you.
A’ Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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