|
|
 |
|
|
 previous | Page 2 of 3 | | ![Interview with Carlos Segura of [T-26]](./images/imgs/interviews/interview_carlos_segura.gif)
 | | Exclusive Interview |
Page 2 of 3 So you go into a store and all you see is the packaging ... "Yes, exactly. It can become distracting. You start to lose the true vision of what you should actually be looking at. I mean it's part of our job. We go out of our way to see things that nobody else sees on the planet things that are only in annuals things that are only in award books or presentations. Normally you would never get an opportunity to see that stuff unless you bought that kind of a book or you went to a presentation that nobody else gets to see. I mean if I didn't buy any of these books or go to these presentations or surf the web the way I do, I wouldn't know what's going on in other parts of the world. Most people just don't do that kind of stuff. Most people don't dive with their senses into that degree of exposure." So if I mentioned, say Brazil, would you say you have an understanding of what's happening there? "Yes." I asked about the differences Carlos perceived in the international market for type. "The two markets that have always dictated my growth have been London and Japan. They both have a totally different set of sensibilities that I've always admired." "Do you sell different kinds of faces in London compared with over here?" "Oh yeah. More traditional - if you can call anything we have traditional. Certainly not so experimental." I thought this was interesting. Certainly London likes to paint itself as very cutting edge, as the centre for all things radical. "Well, from our perspective, the UK stuff looks more organised and clean and sophisticated - even futuristic." Carlos was being diplomatic, but I sensed that he regards the US font market as more spontaneous. I decided to ask about Japan - was he referring to English characters in Japan or...? "No. Japanese. Japan is unique because the market is unusually unified. They only address Japanese people. It's not like America where you have to deal with Indians, Jews and Koreans. America is a boiling pot of different likes and dislikes and there's a tendency towards a kind of: 'all things to all people' type of communication. Japan is more about the mindset and the overall feeling of what communication does. It isn't even about what it says. I mean you might have an ad for a bank and it shows pictures of flowers. It's very above it all. They can do it because they all understand the same language because they're all Japanese." A monoculture. "Exactly." So what's new at [T-26]? "Well we're always looking for new stuff and we've been pretty fortunate that it usually comes to us instead of us having to go search for it. But I was thinking last night that maybe we should begin a more proactive search for talent." So how would you go about that? "I don't have all the answers yet, but part of the invitation for people to come to us comes from our global exposure - from things like the award shows. More and more it's the concentrated travelling we do when we go speak in different places that helps people understand what we're about. We've got about seven or eight invitations to go round the world over the next 6 or 8 months that will probably pay. Personally though, I'm not so big on going to the AtypeI type things. I don't like to bring the business part of it to the forefront. I prefer to connect with somebody first and then do the business. I don't go to a conference to get business done. I go to a conference to hang out." Just meet people? "Yes, I'm a bigger fan of attracting people because they want to hang out or believe in what I'm doing or want to be a part of something special than I am of being a business manager. And that's what I like about the stuff we carry - it all came to us that way." |
|  | |
| | |
| |
| | | Page 2 of 3 | next  |
 |
|
 
  
 | Guest |  |
 |
0 items |
 |
View |
|
| Total |
|
€ 0.00 |
|  |
| |
|
| 
Receive regular e-news bulletins packed with new releases and special offers!
|
|
|
Key benefits:
- shop without c/card
- monthly invoice
- purchase history
- backup resource
- premium content
|
|
| |
|  |
|  |
| |
|
| |
|
|
|
|
|
 |
|
|
|
|
