Today we’d like to introduce you to Gustavo Luna.
Gustavo, please kick things off for us by telling us about yourself and your journey so far.
Growing up in South Gate, CA, my parents always had the highest expectations of me while allowing me to explore my creativity. I remember how often I would draw on the walls of our apartment and they’d always praise me, the drawings being thematic on the impending holiday coming in. Escaping poverty from Mexico in the early 90’s and having me just a few years afterward, they were forced into jobs they wouldn’t have necessarily pursued. As a result, they imbued in me with the value of a dollar and the value of pursuing one’s true passions. They never wanted me to ever wonder “what-if”.
Since elementary I was always the doodler, that one kid that would draw. That title would carry all the way into high school. I would constantly draw comics for the student paper and along with that stupid doodles of my friends’ misadventures. Eventually I heard the term “graphic design” in one of my college prep courses. Looking into it, I saw it was the perfect blend of both creativity and logic I always wanted. That was when I decided design was for me.
It’s been four years since I graduated college with my graphic design degree. In that time, I’ve been on a mission to prove to fellow creatives that corporate design doesn’t have to mean “boring” design. Creating systems of identity and tools for visual communication is some of the most rewarding parts of my half-wit career.
Can you give our readers some background on your art?
I’m a graphic designer, specifically a branding / identity designer! I tend to lean on the side of corporate design, what I do is give companies (large or small) a visual identity to communicate their core message and ideas. Visual identity isn’t just logo design, it’s also the colors used, the images, the typographical layouts and even the website design. I relish in and am motivated by the challenge of giving what’s essentially a face to a faceless company, a way for them to uniquely represent themselves in a world filled to the brim with brands. I care just as much about a faceless mom & pop shop looking their best and unique in their neighborhood as I would a furniture company looking to revamp their look.
I thrive on systems and rules. Often many other creatives balk at the concept of constraints. I don’t believe them to be limiting at all, I have a core belief that systems and rules are what allow brands to be trustworthy and clear. Rules and constraints often result in the best creativity. I’m a problem solver for these companies. In my opinion, creating these systems and rules in what’s essentially a brand/style guide is the penultimate form of creativity.
In your view, what is the biggest issue artists have to deal with?
Exposure. Many artists do work in exchange for exposure and no monetary value. This, in my opinion, devalues your work and devalues the creative industry as a whole. A chef wouldn’t make a cake for free in exchange for exposure. The same thing should go for artists, don’t be afraid and ask for money.
What’s the best way for someone to check out your work and provide support?
Ya’ll can catch my work online through my Instagram @gluna_design or reach out through my website – https://www.glunadesign.com. I constantly post my stuff and doodles through my Instagram so feel free to check it out!
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