Expert SpotlightNovember 2016 - Q&A with Amauris Diaz, Vice President, Visual Identity
Mr. Diaz joined BI - Miami in 2000 as Creative Assistant Manager and then moved to Senior Webmaster in 2004. Mr. Diaz was promoted to Vice President, Visual Identity in 2006. He oversees a team of creative designers and is involved in logo, packaging and website development. Mr. Diaz has over 20 years’ experience in Art & Advertising Design and website development.
We sat down with Mr. Diaz to discuss Design in the healthcare space and beyond, and the path that led to his role at Brand Institute.
BI: Could you please provide a brief overview of the Visual Identity Services BI provides?
AD: Our services help our clients create a cohesive brand identity across all platforms. We provide services in logo development, packaging, website, stationery systems and all of our designs include an extensive style guide. The style guide helps ensure the correct colors and logos are being used properly.
BI: What is logo design to you and why is it important to have one:
AD: Logo design is one of the most important areas involved within a brand. Having a professional logo is a powerful tool that provides instant recognition to your business or products and differentiates you or your products from your competition. To say the least, a logo can make or break a brand.
BI: Are there any regulatory considerations in pharmaceutical logo design?
AD: There are some considerations; a product logo must be legible. There shouldn't be any graphic elements obstructing any part of the brand name. Also, the generic name should be part of the lock-up design and should be half the height of the brand name. This is also done for legibility purposes.
BI: What types of font styles do you gravitate towards for legibility?
AD: I tend to gravitate toward Sans Serif fonts. A Sans Serif font is one that does not have a small projecting feature at the of a letter stroke. This type of letterform can be bold or thin and be very effective in legibility.
BI: What initially led you to pursue a career in Design?
AD: Growing up in New York City, I was always around design. I had access to local graffiti artists, museums and Time Square is full of logos. I always had a passion for drawing and design. When it was time to choose what I wanted to major in, it was easy. Although, initially I was told there was no money in design and a career in this field will be difficult. But, I was determined to have a career in an area that I enjoyed. I thought about architecture, but that didn't give me the satisfaction that I had when I created something freehand. So, I stuck with drawing and that eventually transitioned to digital design. My very first project came when I was still in high school, where I helped a local restaurant in New York revamp their logo and menu and I was hooked ever since.
BI: What do you do to stay up to date within the Design industry?
AD: This is important in my area. I try to keep up with the latest trends in design. Believe it or not, logos tend to follow certain trends and at times some can all look alike. So, it is important to know what’s out there so the designs we create are sure to be unique and stay away from trends. We also provide website development, so it is imperative that we are up to date with the latest technology in coding.
BI: Describe the role of design in the pharmaceutical industry and how it differs from consumer/B2B industry.
AD: There are limitations when it comes to designing a logo or packaging for a pharmaceutical brand. There are guidelines we need to follow when it comes to packaging and the brand name of the product must be legible in a logo. But, even with these strict guidelines there are many creative directions to explore. Pharmaceutical brand names can be difficult to read at times and a well-developed logo design can help in the pronunciation of a name, by using tall letters or colors for instance. Logo design is also an important way of creating awareness among the public to the potential benefits of drugs and medicines. The marketing and logo design help give the public knowledge of what the product is and thereby induces them to buy that particular product from among many other similar products in the market.
BI: What has been the most rewarding part of working for BI?
AD: After being with Brand Institute for 16 years, I’ve seen a share of projects go from paper to billboards and even on NASDAQ’s large screen on Times Square. It’s very rewarding to see your designs come to life and grow into recognizable brands.