In the inaugural episode of Design Education Talks, from The New Art School, we had the pleasure of speaking with Prof. Phil Cleaver With over 45 years of experience in the design industry, Prof. Cleaver shared his thoughts on creativity, design thinking, and the state of design education. His insights serve as an invaluable resource for aspiring designers and educators alike.
A Journey Through Design
Phil Cleaver’s journey into design was shaped by both natural talent and guidance from some of the biggest names in the industry. Having worked under influential figures like Gary Allen Fletcher, Bob Gill, Anthony Froshaug, and Michael Wolff, he honed his craft through extensive experience at Pentagram, Total Design, and Wolff Olins before stepping into creative leadership roles.
His entry into the world of design was, in part, thanks to his mother, who recognised his artistic ability at a young age. Despite his father’s skepticism about a career in commercial art, Cleaver pursued his passion and never looked back.
The Decline of Craft in Design Education
One of Cleaver’s major concerns is the shift in design education towards software proficiency at the expense of foundational creative skills. He criticises the rise of what he calls “Mac monkeys” – students who can use design software proficiently but lack the ability to think critically and creatively.
“Students today learn all the programs but are not trained in the craft skills or imagination skills,” he explains. “The level of design is slightly superficial. It all looks good at a certain level, but it often reflects the limitations of software rather than a deeper understanding of design.”
The Rise of Blandism in Branding
According to Cleaver, branding today is suffering from a phenomenon he refers to as “blandism.” He notes that major brands are becoming increasingly indistinguishable, with many relying solely on typography rather than incorporating unique symbols and identities.
“If you look at a lot of major logos now, they all basically begin to look the same,” he observes. “Google looks like Airbnb, which now looks like some of the others. Everything is merging together into typographic sameness.”
How to Reverse the Trend
So, how do we combat blandism and reintroduce creativity into design?
Cleaver advocates for more hands-on, experimental learning. He encourages students to step away from their screens and engage with physical materials, sketching, cutting, and pasting to develop a deeper understanding of composition and form. He also highlights the importance of broad research, recommending that students explore libraries and physical sources rather than solely relying on Google searches, which limit exposure to unexpected inspiration.
“Walking around street markets, going to museums, seeing things in real life—this is where inspiration comes from,” he says. “If you only ever search for a horse on Google, you’ll only ever see horses. But in a library, you might stumble upon a painting by Picasso that changes the way you think about form.”
Balancing Commercial Viability with Creativity
Another challenge facing designers today is the ability to sell creative work while maintaining artistic integrity. Cleaver believes that designers must be excellent communicators, not just in their work but also in selling their ideas to clients.
“If you can’t sell what you’re producing, you won’t survive as a designer,” he explains. “You need to understand how to get your creative ideas through boards of directors and decision-makers.”
The Role of Play in Design
One of the most compelling insights Cleaver shares is the importance of play in design education. He believes that students should focus less on the pressure of being designers and more on the joy of experimentation.
“When you play, you produce more creativity,” he states. “Don’t worry about being a designer. Just focus on solving the problem in the best and most fun way possible.”
The Future of Design Education
So, what does the future of design education look like? According to Cleaver, it needs to embrace both traditional skills and modern industry demands. He strongly supports the idea of a year in industry for students, where they can gain real-world experience before completing their degrees.
“I think a year in industry is crucial,” he says. “It helps students develop a set of professional skills while also understanding that their final year of art school is probably the last time they’ll have full creative freedom for a while.”
Cleaver also emphasises the importance of learning from history, noting that the history of design is relatively young but filled with valuable lessons.
Overcoming Barriers in the Industry
For aspiring designers, getting a foot in the door can be daunting. Cleaver’s advice? Be persistent and resilient.
“All the doors in design have always been closed. You just have to learn how to kick them down,” he says. “If you apply the problem-solving skills you’ve learned in design school to your career, you’ll find ways to break into the industry.”
Final Words of Advice
For students, Cleaver’s parting advice is simple: “Never stop designing, even if your job isn’t inspiring. Keep pushing your creativity.” For educators, he encourages stronger industry links: “Bring working designers into classrooms. Practical experience is invaluable.”
Listen/Watch the complete podcasts:
Episode 1
https://www.buzzsprout.com/1969986/episodes/10431566
and here: https://odysee.com/@thenewartschool:c/design-education-talks-ep-1-phil-cleaver:f
Episode 100
https://www.buzzsprout.com/1969986/episodes/16751275
and here: https://odysee.com/@thenewartschool:c/100:d35
Where to Find More
For those interested in exploring more of Phil Cleaver’s work, his design projects can be found at etal-design.com, and his book art at philcleaver.com
Since its inception in 2019, Design Education Talks podcast has served as a dynamic platform for the exchange of insights and ideas within the realm of art and design education. This initiative sprang from a culmination of nearly a decade of extensive research conducted by Lefteris Heretakis. His rich background, intertwining academia, industry, and student engagement, laid the foundation for a podcast that goes beyond the conventional boundaries of educational discourse. Support the Show 👉https://www.patreon.com/thenewartschool Equipment used to produce the podcast: 👉https://kit.co/heretakis/podcasting See our work on 👉https://linktr.ee/thenewartschool Follow us on twitter at 👉@newartschool Read our latest articles at 👉https://heretakis.wordpress.com/ and 👉https://heretakis.medium.com/
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