LEARNING TO EMBRACE FAILURE WITH CRUZ MÁS CRUZ

Pepe Cruz Novillo Jr. is clear about it: 'you shouldn't be afraid to mess up; the worst that can happen is that someone laughs at you and then forgets about it.'

As the first guest of the third season of Fracaso®️, the architect and designer joined us on April 25th at Sala Equis in Madrid to share some of the major failures from the Cruz más Cruz studio, which he runs with his father.

Among projects that never saw the light, fortunate failures, and even stolen million-dollar ideas, Cruz Novillo also wanted to impart to over a hundred attendees some advice and lessons learned during the studio's long and iconic career, which includes creating emblematic logos such as the recognizable logo for Correos (Spanish postal service), the iconic symbol of PSOE (Spanish Socialist Workers' Party), and Repsol.

THE ROLE OF THE DESIGNER: BETWEEN CREATIVITY AND RESPONSIBILITY

'Designers are tasked with doing everything that God hasn't done,' reflected our guest at the start of the talk, raising awareness about the responsibility that falls on the shoulders of designers, who must navigate between creativity and the pragmatic execution of their ideas. In this regard, he emphasized the importance of carrying creative visions through to practical realization: 'a job isn't finished until it's implemented.'

He also advised us 'never to underestimate those ideas that come to you over drinks or while watching football.' Sometimes, brilliant ideas emerge when least expected.

"Design as a return journey; art as an outbound journey where everything is yet to be discovered"

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CAREFUL DESIGNS AND THE UNIVERSALITY OF ART

The designer shared a quote from architect Óscar Tusquets: 'God sees it,' reminding us of the importance of paying attention to even the most insignificant details in our creative work. Those small details, which can sometimes seem trivial, are what distinguish between mediocre and exceptional design. Like obsessing over the thickness of a line or the spacing between letters when designing a logo. Every little thing counts in the world of design, and it's crucial to pay attention to them.

It's also important not to forget that 'art is universal,' meaning that every creative work has the potential to connect with people worldwide. However, as our guest reminded us, 'we must always trust in the intelligence of the viewer, even if we believe part of the audience won't understand anything.'

VERSATILITY AS A KEY FACTOR

Another common failure among designers is 'the inability to achieve a project that matches what you envisioned when you first conceived it.' In an era where design is constantly exposed, the importance of creating brands that are versatile and reproduce faithfully in various contexts has never been more critical. A brand's ability to maintain its visual integrity, whether on a billboard or a small mobile device screen, is a key indicator of its success.

"The designer aims the arrow trying to hit the bullseye; the artist throws it and draws the target where it will land"

Pepe Cruz Novillo Jr.'s talk confirmed that even for the most iconic designers, failure is an inevitable part of the creative process, as well as an opportunity to learn, grow, and laugh a bit at oneself.

If you don't want to miss out on the failures of the heavyweights in the creative scene of the country, discover the 2024 programming, with episodes in Barcelona and Madrid. We'll be back soon with more Fracasos®️!

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