Ben Loiz is a brand identity designer living and working in Los Angeles, California. He creates beautiful and thoughtful identity designs that solves his clients business problems and positively impacts the world around us.
Ben’s work has been exhibited internationally and published by PRINT, Logo Lounge, +81 Magazine, Taschen Books, and Monsa Publications among others, as well as featured online by AIGA, Design Sponge, On the Grid, and Behance.
In 2006 Tokion Magazine recognised Ben as one of their favorite Art Directors, and in 2014 his work was selected as one of the 350 best designs in the U.S. in the PRINT Regional Design Annual.
Ben’s work was chosen in 2017 to be included in the landmark tenth volume of the best-selling LogoLounge series. Clients include Nike, UCLA, Coca-Cola, the University of Southern California, A+R, TMC America, and AppOnboard.
The Logo Creative — Hi Ben it’s great that you’re involved in our designer interview series.
Ben Loiz — Hi Andrew, thanks for your emails and interest in my participation. I’m happy to be involved.
The Logo Creative — What was the turning point in your life when you decided to become a designer and how did you proceed?
Ben Loiz — I studied fine art in college with a focus on drawing and painting. This provided a good foundation working with my hands. It was outside of school where I met a community of designers in Atlanta, Georgia and became interested in the fact that design was a marriage of problem solving and form. Design has to communicate, but communicate beautifully.
After working in the field for a number of years, I considered what kind of work I wanted to be doing. It’s important to make the kind of work that excites you and that you enjoy. That’s not to say the work you enjoy will not be challenging, but it should be gratifying and rewarding. I realized I enjoyed designing brand identities, especially for projects or companies that make a positive impact. Then I began to pursue this kind of work with more of a focus.
The Logo Creative — What does your day consist of?
Ben Loiz — After getting up I spend time with my family, do some reading, and eat breakfast. Then I’m ready to start! I normally work out a list of important tasks the night before, so begin to work through my day’s list. Of course, there are always turns in the road as needs arise throughout the day, but it helps to have a target for the day’s work.
The Logo Creative — What was the first logo you ever designed?
Ben Loiz — I can’t recall the first logo I ever designed, but as a kid, I do remember memorizing how to draw the logos of the skate companies and teams I liked.
The Logo Creative — What is your favourite Logo you have designed?
Ben Loiz — One of my favorites was designed for a friend many years ago. Her company, Busy-Being, was an art and home goods shop. She was a busy mother who was transitioning from a day job to her own business in order to spend more time with her young son. This is why one B leans into another in a show of affection.
The Logo Creative — What is your favourite Logo of all time?
Ben Loiz — Not sure I have one, but I love the simplicity, boldness, and use of negative space in the Munari logo by Bruno Munari. Even though there is so little definition, it’s still clear and legible. The awkwardness of its shape also makes it memorable.
The Logo Creative — Can you describe or give us an overview of your logo design process?
Ben Loiz — My process is flexible for each project but normally consists of a phase of research where I learn about the client, their goals, and problem. From here I organize the information and a brief is written and presented to the client to assure we are in agreement on the direction. Next, I begin jotting down ideas and sketching. Then I’ll select a few options to hone in on and refine. Lastly, a smaller number of options will be chosen to show in application for a presentation. I try to keep the client involved with many of the steps so the end result is not a “pull back the curtain” experience but rather something they were a part of.
The Logo Creative — In your opinion regarding Logo Design pricing do you prefer working on a fixed rate or customer budget and can you explain why?
Ben Loiz — I normally use a project rate. This kind of an arrangement is beneficial for both the client and my business. The client receives top-tier work without the unpredictability of hourly billing and my business is compensated fairly for both the scope of work and value brought to the client. Still, I’m flexible, especially with non-profits who have limitations.
The Logo Creative — How long does it take to complete the average logo design project from start to finish?
Ben Loiz — An average project is about three weeks to a month, but there have been shorter and longer schedules. For me, it helps to have a definite schedule and deadline in view or else it’s difficult to manage the project along with other things I’m working on. The refinement process can also go on and on if there’s no specific end in sight.
The Logo Creative — Are you a MAC or PC User and is there a reason for your choice?
Ben Loiz — I’m a MAC user. I enjoy the simplicity and intuitiveness of Apple products.
The Logo Creative — Which software do you use frequently?
Ben Loiz — Adobe Illustrator is the go-to but also Photoshop and InDesign based on the project at hand. This said, it’s also important to me to work with my hands. Not only can I sketch faster on paper than in a program, but incorporating handmade elements into an identity can provide a human touch that cannot be accomplished otherwise.
The Logo Creative — What is your favourite style of logo design? And why?
Ben Loiz — I don’t have a favorite style of logo design, but I love to see how an initial logo expands into a system with patterns, colors, iconography, shapes, typography, etc. It’s normally how the logo works within and inspires an identity system that I get excited about.
The Logo Creative — What is your daily inspiration when you design?
Ben Loiz — One of the things I find a continual inspiration in design is that for each project you really have to dig in and learn about your client, their field, and their customers. Doing this has led me to research a wide variety of topics and fields that I would have otherwise not known much about. It’s a great way to stay inspired.
The Logo Creative — In your opinion what’s the best and worst part of your job as a designer?
Ben Loiz — The best part is the privilege to do work that has the potential to affect people in a positive way. The worst part is the anxiety of sending a project to the press! Was there a typo I missed or something that wasn’t set up properly?
The Logo Creative — Who is your favourite Graphic Designer and why?
Ben Loiz — There are many who have been a great influence, one of which is Alan Fletcher. His work was thoughtful, playful, and imaginative. It’s made a real impact on the way I think about design.
The Logo Creative — What’s your favourite design quote?
Ben Loiz — Design is what happens between conceiving an idea and fashioning the means to carry it out. –Alan Fletcher
The Logo Creative — In less than 10 words what is graphic design?
Ben Loiz — Design communicates and delights.
The Logo Creative — What steps did you take to start your graphic design business? Did you have to make any sacrifices on your journey?
Ben Loiz — One might say I started prematurely as I didn’t have much business knowledge. It took some time, mistakes, and study to tighten up the ship.
The Logo Creative — Do you have any regrets? Is there anything you would have changed early on in your career?
Ben Loiz — There are always going to be things that make you wonder “what if,” but you can’t focus on those things for too long. In my experience, you learn from mistakes but always look forward.
The Logo Creative — If you could go back in time, what would you tell your younger self?
Ben Loiz — Pay attention to details when communicating with clients. Once, because I was using invoices I had quickly thrown together, a client responded to me and said that as a designer, I should put more energy into the design of my invoices. It was embarrassing to hear from a client, but I never forgot it and appreciated the honest feedback.
The Logo Creative — What’s the most important piece of advice you have received as a designer that’s helped you?
Ben Loiz — Keep your project files, file naming, and folders organized right from the start of your projects. It will save you a lot of headaches! On a related note, save important sketches and learn to safely archive your work. I’ve learned this the hard way.
The Logo Creative — What would be your advice for new Logo and Graphic Designers?
Ben Loiz — Study design history, develop strong typography skills, and look to be inspired by things other than just graphic design.
learn more about Ben Loiz | Ben Loiz Studio |
Originally published at The Logo Creative | Logo Design & Brand Identity Designer.