Philippe Apeloig is an influential French graphic designer. His approach to a given assignment, whether it is a poster, logotype, or font, shows an impressive amount of both thoughtfulness and understanding of the subject matter at hand. His typographic solutions are skilfully crafted and demonstrate great attention to detail. He always aims to get the maximum effect with the minimum of means. Apeloig is a master of typographic interpretation. His work is idea-oriented and process driven. He can thoughtfully play with words and images in order to transmit concepts that are aesthetically appealing, perfectly balanced, and intelligent.
Most of the time I start from a text, from typography and I continue with images. I use the editing techniques from film editing. I carve my ideas into pieces and then reassemble them in a different order. I manipulate them until the composition is right and it is strong enough to fix itself in the visual memory of the public.
When you read a text most of the time it’s very static—you don’t even look at the shape of the letters, you consider the meaning—but one of the goals of the designer is to make text appear spectacular, like a show that really catches your eye.
The challenge is to be persuasive: like an actor who convinces the audience to suspend disbelieving. He has to interpret his role so vividly that he and his character become one.
Last Wednesday Philippe Apeloig came to Mudam, Luxembourg to talk about his work. It was one of the events organised by Design Friends. I was given the opportunity to coordinate this talk. On this occasion DF published a little catalogue featuring some of the projects Philippe Apeloig Studio worked on and an interview with the designer. The book will be available to buy on DF’s website soon.