The Dream Job for a Designer
A week ago I had received an email from Prof. Lanfranco Aceti, asking me to check on the process of the readjustment of his visual identity that was being handled by another designer – it wasn’t a full rebranding but an introduction of new colors and the phrase “Lanfranco & Co.” to his existing logo. I was okay with the new look, and didn’t know what to respond to that email. But being the dutiful obsessive that I am, I kept thinking about the email and whether Lanfranco wanted me to create a new logo for him.
Two days ago I designed a logo for him in my sleep. It was a very lengthy, powerful, clear and visual sequence of dreaming and it was near the end of my sleep (or so it seemed to me); I was doing sketches, getting feedback, adjusting it – the whole shebang. I woke up with the shape I designed in my dream right before my eyes. In fact, I was still subconsciously struggling with the design details and couldn’t get it out of my head. I sat down and drew it on my computer, and sent it to Lanfranco, just in case he liked it. And he did, so much so that he decided to change his current logo to the one I designed in my dream. Here it is, somewhat adjusted by my conscious self with the help of normal vision.
I had had previous experiences of creating/designing in dreams but none of them was this vivid, this appropriate in timing, and none resulted in a real design like this one. [Here usually goes some boring talk about the relationship between creativity, the subconscious, dreams, mental disorders and drugs.] I’m not going to romanticize it – I find the fact that I created a decent design while dreaming less fascinating than Lanfranco accepting it as a real application. I did enjoy the experience, and I can say that this way of working comes quite handy if you’re busy and can’t fit things in your timetable. I sure hope I’ll be lucky enough to get a few more dream jobs done and applied in future.
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