Bruno Maag is a type designer and Chairman of Dalton Maag. He serves as a member of the Board of Trustees at D&AD and judges in Typography at D&AD Awards 2019. Here he writes about the codependence between great ideas and great craft skills.
I have never thought of myself as a creative; I have always thought of myself as a craftsman. Many believe that it’s creativity that makes a great designer, and while great ideas are crucial to great work, it is the craft skills that bring those ideas to life. Without those skills, the best ideas have little value. Possessing an understanding of methodologies and processes, in combination with an ability to imagine an idea’s application, allows me to assess an idea quickly and make an informed decision how I can bring it to life, and whether the idea has any intrinsic value at all.