Interview with Bumseok Hong

Bumseok Hong ("BH") interviewed on Wednesday, 5 June.

Could you please tell us about your experience as a designer, artist, architect or creator?

BH : I majored in film, tv and multimedia at university. It was interesting to know about creating films, narratives, and sequences. Over the next few years, I became more interested in creating graphics. Among them, the motion graphics that showed the logic of the logo attracted my attention as the logo moved. I have studied marketing and branding in depth while studying management as a double major, and I have been studying the way to make brand identity. Working in a network brand design team in the broadcasting industry, I am now in the process of creating a visual identity of content from dealing with a big brand of network.

How did you become a designer?

BH : I had to go through a lot of fundamentals as I chose film, tv and multimedia as my major. Thanks to the open curriculum, I was able to think about "what do I want to do?" For a considerable amount of time. In the course of the theoretical process, I was interested in semiotics and my interests turned to symbolism and I began to study how people accept what images they are. Graphic was a field that rely on symbols more than any other field, and it became interesting to express intent in a non-verbal way, so I spent a lot of time working on graphics / motion graphics and I became a designer. The process of understanding and expressing people's common sense, and the way in which they are received in an intended or unintended way, is a meaningful experience for me.

What are your priorities, technique and style when designing?

BH : I prefer to work on text when designing. At the same time, I try to draw the whole big picture into my head. Continuously simulating text and images at the same time, they meet the exquisite moment. It starts to develop from that point. As I develop logic, I check how much relevance my intent and design results have. I think it is important to reduce the error range. I do not prefer a particular technique or style. I find a way to best express the intent of my design and use the right tools.

Which emotions do you feel when designing?

BH : The design is creative but close to labor. Physically and mentally, the energy is important. Sometimes it feels boring and tiresome because it takes a lot of work and time. But I'm always proud of the results. That’s why I design.

What particular aspects of your background shaped you as a designer?

BH : I did not decide to be a designer suddenly at any moment, nor did I study design from the beginning. I had to study a lot of theories and practical skills to express images while encountering a vast range of sciences such as images, and I became unaware of any particular tools. It was always important to express 'what', and I found a way to express it. I was exposed to various skill areas such as photography, drawing, and performance. Thanks to such experiences I have unconventional thinking style. I still want to try something new and hope to see that opportunity.

What is your growth path? What are your future plans? What is your dream design project?

BH : I want to work globally. I want to improve my common sense while working with people with diverse backgrounds and diverse backgrounds. I am sure that I will be able to share many thoughts and experiences while working with new people, and that it will certainly help to break my limit once again. Asia still has negative public opinion about LGBTQ. Among them, the Republic of Korea I live in is even more severe. Recently, however, Korea have been dealing with a lot of LGBTQ content through media such as broadcasting, and younger generations seem to become more tolerant. If I have the time and opportunity, I will design the Campaign for the LGBTQ rights of the Republic of Korea.

What are your advices to designers who are at the beginning of their career?

BH : I am still wandering occasionally. I ask myself whether this is the right way or not and what I want more. But there is no right answer. Sometimes it feels meaningless to try to find the right answer. If it goes well, it will be the correct answer, but even if it does not work, it is not the wrong answer. Do not be in a hurry. Your life is all yours.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

BH : I think it is good to learn new techniques and tools. But sticking to technology or tools can be an obstacle. Strengthen the power to develop your thoughts. Logic comes from the idea. To create a picture from the beginning to the end of the design, there must be logic. Meet a lot of new people. They will bring you more interesting ideas than ever. Most of all, do not be afraid of failure. Turn over the new page.

What is your day to day look like?

BH : I try to get up in the morning and sleep at night. I want to maintain the most common lifecycle. In the morning, I do not do business-related work unless I am in a hurry. I go to the exhibitions and enjoy the relaxing time or stop by the charming café to organize some thoughts. I work in the afternoon and write the next day's tasks at the end of the day.

How do you keep up with latest design trends? To what extent do design trends matter?

BH : I do not ignore trends, but I do not even try to follow them. I don’t feel that a particular style is needed because design is the process of finding a solution. However, the originality must be present. If some design can be applied here, then that one has no originality. I think trends should be followed in terms of messages rather than styles. Trend shows that the value in time we live now and message that we desire. I think that design expresses it visually. For that reason, the empathy and bond that comes from talking to ordinary people or conversation with friends is the biggest inspiration for me.

How do you know if a product or project is well designed? How do you define good design?

BH : I don’t know if I can link Good design with Good designer. I think maybe someone can get a good opportunity to show good design or meet good client to make good design. But logic must be clear. Good design always has logic, so we can see tightly connected points. I think good design comes from good logic.

How do you decide if your design is ready?

BH : I prefer to work on text when designing. At the same time, I try to draw the whole big picture into my head. Continuously simulating text and images at the same time, they meet the exquisite moment. It starts to develop from there. At that time, I feel like I'm ready and I feel it is the most creative moment. From then on, it is a series of tedious and difficult processes. I keep repeating it, checking it, and fixing it. To get to the closest form to the picture I originally imagined. And as a result, if I see little or no error, or the progress in the process, I know it is successful.

What is your biggest design work?

BH : Of course, I got the award for YM Coffee Project brand identity design, so I think it is my greatest design so far. The YM Coffee Project was relatively small compared to the usual work, but it was a relatively long-term design. I organized the text for a long time to catch the overall picture of the brand and created solid logic. I think I was able to show great design thanks to the creation of brand identity in very solid logic.

Who is your favourite designer?

BH : I like the "PUBLIC" brand identity design by Paula Scher, partner of Pentagram. I think it is better to say that it is meaningful than liking. It's a design that many people like, but for me it was a design that breaks the frame of typography. When I was studying the theory that typography should be like this, I felt that it was a bit far from creative work to deal with. But once I saw the brand identity design of "PUBLIC”, it changed. I felt like I could do creative design as much as I applied the theory.

Would you tell us a bit about your lifestyle and culture?

BH : I live in the Republic of Korea. Although the history and culture of Korea has a long tradition, it is difficult to preserve the cultural heritage. In the 1900s, Korea lost its cultural heritage due to the colonial era and the Korean War. Since then, we have been rapidly transformed into a modernized nation, and I am a generation that has not seen before. It is hard to see that it has had a great impact even though I have experienced the legacy through studying history and a few remaining cultural assets. I think that the shape of the modernized country that has been transformed radically has influenced me so much. The development and dissemination of technology in the Republic of Korea was universal, so I was always motivated to change and to be curious about new things. I think the reason why I want to continue to show a new design comes from this environment. On the other hand, it is a pity for us to do visual work because we do not feel the identity of the country is visually clear.

Would you tell us more about your work culture and business philosophy?

BH : I work as a freelancer but I do follow this concept ‘sometimes separately, sometimes together'. It is more like a partnership than a team. Because I may have difficulty developing my design by myself, I share my workplace and discuss it with many partners. They and I are in good condition. I am often classified as a person who is hard to work with. I received feedback that I had too many questions. I am the one who think it is important to know what I want to express before designing. After the interview process, which may seem boring, I'm pretty easy one. Many questions are also necessary to know how business partners think. I try to avoid anyone who is not sure about what they think. Designers must be convincing and confident at the same time, because if designer is confident of good design, they must be able to persuade people.

What are your philanthropic contributions to society as a designer, artist and architect?

BH : I still don’t know if I can give philanthropic contributions to society or not. However, I am making an effort to contribute to society by utilizing my ability. I’m going to create a poster for an NGO group campaign or an LGBTQ campaign. I’m waiting for reply of the social group concerned. It will be my pleasure to have social participation in any way.

What positive experiences you had when you attend the A’ Design Award?

BH : Unfortunately I can’t attend the A 'Design Award. I feel sorry for not being able to participate because the schedule to go to Italy is not possible with my current schedule. However, I am announcing my awards online and also about the A 'Design Award. I have already been congratulated by many people. Thanks to an International Award, I have been attracted by many designers from other countries. I think it is a good opportunity to let me know to the world. It is a great honor to be able to talk to various people. I would like to think that design competitions are not just competition but festivals for people who do similar things. I am grateful for being part of this huge festival.

Bumseok Hong Profile