Here he leaves it.
Here I leave it. Because I can My father couldn't.
His father was...
Antoni Morillas, graphic design pioneer, with Enric Huguet: brand design, commercial communication.
What did he contribute?
They united art and design. The first order at Morillas was for a pharmaceutical brand, in 1966: Biodramina, from Sandoz...
Brochures for doctors?
Yes. I worked alongside him. He was reading Kafka aloud in the study. He illustrated Espriu's poems in pen, which I took to the poet.
What did he learn from his father?
"Give it another go". He repeated it before an idea or a graphic. I remember it a lot. The day my father died...
He gets excited
That day, 40 years ago, I lost half of myself. I worked like crazy not to collapse.
And he must have obtained satisfactions.
Morillas is one of the eleven best branding consulting agencies in the world, says The World Brand Design Society 2022.
What is branding?
Build a brand, with the elements – style, values – that make it recognizable.
What is a brand?
What do you think of her? His personality, character, image: a crush. As with a person, you wish to be introduced to them. Graphic design is the great branding tool, beyond the logo.
And how has all this evolved in the last half century?
We had such a big explosion that we all said: "Do you study or work?".
Nineties, that's right.
Barcelona's buses are still today as we designed them in 1992, on the occasion of the Olympic Games.
Tell me about your other designs.
The small bottle of Schweppes tonic. The Black and Gold Lays Potato Bag. Mesoesthetic... too. The Osborne brand. The Jamón 5J brand, Zacapa rum...
My favorite, exceptional.
Bottle, label, speech... We apply well-combined elements of science, aesthetics, medicine... to all brands.
What methodology do they use?
I study each client to find out what they need. That's where the creative process begins. And we use trend tanks.
What is a trend tank?
They are annual dossiers that are drawn up to anticipate what is to come in various areas. Then it's time to convince the customer.
And does the client obey the consultant?
All change scares, at first. The customer resists. But if you make him understand that that change will make him money...
I tant.
And the real truth is that not investing in design... is always expensive.
And what is the key to selling well?
The ability to convey a purpose. And that it's not just make-up, because in the end people will always detect it.
So, no ecological make-up.
Betting on cosmetics, the costume, is the most wrong decision, in the medium term.
What trends would you say are currently hitting branding?
The physical: the physical plus the digital. Computers will be an extension of the body. 85 people work in this agency in this line and others: my son takes the reins.
Will they use artificial intelligence?
We use it for mechanical processes, but it will always be useless for differentiating you.
What values will grow in branding?
Authenticity, sustainability, diversity. Any brand that aspires to work will have to combine these three factors.
Tell me some other relevant aspect.
The packaging: it is important that the packaging stands out, so that the buyer chooses it.
I see a motto written on one of the walls of your agency...
Yes: "Create something extraordinary". Because there are no excuses when it comes to creating: you have to create something unique every time.
Give me an example of an "extraordinary" creation.
Milton Glaser's "I love NY" (with a red heart instead of the word love), in the 80s: how simple and synthetic! It is one of the best brandings in all of history.
Any of your creations in this line?
Three colored lines forming a triangle and a slogan: "Andorra, the country of the Pyrenees". And that of the UAB. ComRadio's...
I have lived surrounded by their brands, as far as I can see…
Ha, ha, ha... Well yes: at the supermarket, the bar, the bank, the bus... But now... I leave it here!
And so he titles his farewell book, with many inspiring phrases. choose one
"You can't spend your whole life trying to earn it."
