Designspeaks is featuring Steve Sandstrom!

It’s time to bring your ears, notepads, curiosities and friends. Well not too many friends, the event is darn-near sold out, so get in on it! Come listen to a man who has very likely influenced your purchases of Tazo tea, Bulleit Bourbon, Full Sail & Session beer, Converse shoes, St. Germain liqueur, Moonstruck chocolate, and Kombucha!

If you’re not convinced, Mr. Sandstrom was generous enough to answer a few questions I had for him, and after you read them I’m certain I’ll see you at The Cleaners with a full glass of wine next Thursday. Why would such an influential man answer questions from a complete stranger who is probably a full foot shorter than him? Because he gives a damn and is interested in sharing, which is the basis of great work, isn’t it?

First, before the interview, check out the poster for the event, designed by the very talented Allison Berg, art direction by Lloyd E Winter IV. This girl is dangerous, and scares me a little.
Look at that type!!

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FORTPORT:
That first moment when you were sizzled by a piece of design, what was it?

Steve Sandstrom:
After college I was trying to make a go of it freelancing – doing odd jobs of illustration, editorial cartooning, logos and business cards for friends. I had no connection to the Portland advertising community, as I had been a fine arts major. A friend invited me to go with her to a Rosey Awards show. I was really impressed by the work I saw displayed, even though the majority of it was trade and industrial advertising or ads for banks and savings and loans. I admired how well crafted the work was from an inherent art direction perspective, and I was amused by some of the clever concepts and writing.

But I was struck most by the graphic design work entered by Jeannie Coates of Coates Creates. It was truly inspirational and felt closest to my core. At the time I didn’t even know the term “graphic design.” I had been doing illustration and graphic art to pay my way through college, but had never been a student of graphic design. I had never realized this was a potential career path until I went to that awards show in May of 1979.

FORTPORT:
What makes you come alive?

Steve Sandstrom:

Short answer: I like the kind of work I do.

Long explanation: I imagine it’s fairly close to being a professional athlete who gets to make a living out of what they always did for play as a kid. I had a professor who told the students in his advanced drawing class that we were there because perfect made practice. We started out with talent and were driven to practice that talent every day.

In pre-school I was fascinated by military insignias and medals, and by flags and maps of the world (my dad was in the Air Force). In high school I excelled at drafting, calligraphy and photography. And I took classes in graphic arts and printing at an occupational school.

In community college I worked in the school’s print shop while studying fine arts, and worked as an illustrator and photographer for the student newspaper. After transferring to U of O, I continued drawing and painting, added etching and lithography classes, and worked as a graphics editor for the Oregon Daily Emerald newspaper doing illustrations and editorial cartoons. Creating a weekly editorial cartoon on top of everything else was good training for coming up with ideas against a deadline.

So while I was getting a degree in fine arts, I had this second life involved in journalism.
And I was acheiving success in both. In my final year of college, one of my paintings was
selected for exhibition in the Portland Art Museum. My editorial cartooning won the nation’s top award in journalism.

As a fine artist, the problems to solve were my own. I found this to be exhausting (maybe this has all been avoidance on my part). I also worried it would not lead to making much of a living initially and I had loans to pay. Solving other people’s problems was easier for me. I liked having some objectivity and having enough talent to throw at it. Even if all I had was an average idea, I could execute at a high level and practically make up for it.

I am doing essentially what I have always done and that has led me to where I am. Today I enjoy collaborating with people who are better writers, illustrators and photographers. And because I can mesh my background and abilities with theirs often makes for a really good solution.

FORTPORT:
Complete this thought. Dear students:

Steve Sandstrom:

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