‘STARTING TO START?’
THIS is the cover. The cover always is the last part, in the book-making process here at DK.
The reason is you just don’t know until the very end what might become, what is going to become and how it becomes is the work of the creative process. You have to start somewhere, for sure, but where and how to begin the compositions… that is the question for physics experiment designers as well as those standing and looking, at the canvas, whole.
There comes a time when you write and you collage and you find out that something exists that isn’t even in the words or the image. It is the intention. And when that intention came out in such a way that it was 10 people’s shared work, the work of looking deeply, within, well, wow, we had magic. Even though I’ve never met some of the contributors to The Mirror 2014, there are the connections that were built from correspondence and more than that, attention. Because attention is the highest currency now, isn’t it?
Readying to open THE MIRROR 2016. A new volume is poised to be co-created.
I don’t have any idea, right now from this vantage, what the new collection will look like. Who’ll be part of it, what stories will be loosed? What will be the cover, what will be that new collection’s title, look & feel, and list of contributors and their stories’ names? It is a mystery, this. But the invitation is the first part. Setting the stage comes next. These things I learned from a different kind of artist—the musicians.
Playing pen, playing line, playing words, or playing notes. The compositions flourish most brilliantly, don’t they?, when they start from… what…?
‘Starting to start?’
‘Simple: it’s this. An open heart.’
‘Trust the process?’
‘Trust the process. Of… becoming.’
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The Process of Imagination, Analysis and Action
By Steve Zelle
The creative process involves tangible actions juxtaposed with the intangible mystery of creativity. It often suffers under a linear approach and blossoms when you dare to ask “why don’t we try ….” It’s what makes something more than just an idea. It offers a result via the marriage of imagination, analysis, and action.
For twenty-five years, I have been involved in logo design. For the last year, I have also run a site that showcases the creative processes of other logo designersâ€”sixteen to date. My intentions with the site were to better understand the creative process, improve my own and increase awareness about the value it provides.
After all this time, I have learnt that the creative process never looks like this:
In fact, the creative process of logo design truly is impossible to diagram, although many of us try in order to put our clients more at ease with it. It can’t really be put into distinct phases although many of us also try to do this in hopes that potential clients will feel more comfortable investing their time and money. In truth, I have found that the creative process requires a leap of faith from everyone involved. Its elusive nature manages to move a project forward, backward and sideways simultaneously.Â
The creative process is chaos wrapped around structure and held together by a sprinkle of magic dust.
The studies on Processed Identity show that while all designers approach projects in a unique way, the creative process—the time spent reading, writing, having conversations, organizing, editing, prioritizing, mind mapping, creating mood boards, sketching—”is essential to developing a deep understanding of a client’s needs. It’s what inspires and enables us to create something beyond the generic and adequate. In my experience as a logo designer, the creative process has proven to be my most valuable tool.Â It’s also crucial to a wide range of other disciplines including science, philosophy, architecture, art and writing.
We have all experienced occasions where it is clear the creative process has been minimized. It’s not difficult to recall poor user interfaces, cliche solutions, and ideas executed with seemingly little thought as to how the end user will engage with them. In contrast, by embracing and investing in the creative process, it’s possible to create moments of joy, satisfaction, and delight.
It is unfortunate that the creative process is constantly in need of protection from budget cuts, deadlines and non-believers. It seems to be the first corner cut. You need clay to make bricks[*]. It takes time, energy, dedication, and the willingness to build, knock down and build again (over and over).
I have learned that I best serve my customers by looking at the logo as simply a by-product of the creative process. I have also learned that protecting the creative process is essential and non-negotiable.
About the Author
Steve Zelle is a logo and brand identity designer based in Ottawa, Canada. He operates as idApostle and is the founder of the community driven design website, Processed Identity. You can reach him through his website or on Twitter.
*Paraphrased from: “Data! Data! Data!” he cried impatiently, “I cannot make bricks without clay!”, The Adventures of Sherlock Holmes, The Adventure of the Copper Beeches, Sir Arthur Conan Doyle.