Computerlove™

August 27th, 2008

Let's Talk, Benny Gold

Obsessed with skate and bike culture as a kid, San Francisco-based graphic designer Benny Gold has turned his adolescent interests into a successful career. And Benny does it all, from logo/identity work and t-shirt design to typography and packaging. Some of his clients include Stussy, Interscope Records, Burton, and North Face. And, in addition to his design projects, Benny also helms his own clothing label: the Benny Gold brand. I caught up with Benny amidst a storm of deadlines and he was very gracious to talk. Here's how our conversation played out.
-Matthew Newton

How did you get started in graphic design?

I started off drawing skateboard graphics and band logos on my griptape when I was a kid. Once I graduated high school I wanted to move out of the small town I grew up in to experience a better skate scene. We had no scene in my town. Savannah, Georgia was infamous for these huge skate contests in the 80's and they had a really good art school. I figured it was like killing two birds with one stone: [I’d] get to be a part of a great skate scene and study design. Once I got there I realized [the city hadn't] hosted skate contests since the 80's, but I stuck it out because the school was really good.

You've stayed close to your roots in skate culture, doing design work for clients like Transworld and Real skateboards. What's it like to be an adult now and contributing to a culture that was so influential during your adolescence?

It's awesome to be able to work with clients and projects that you are passionate about. When I was starting out I envisioned where I want to be. I really believe that envisioning things is the first step to realizing them.

The logo and identity work you've put out there is crisp and iconic, from your Etch-A-Sketch style Huf logo to the emblamatic Mash logo and beyond. What's your process for simple and effective design?

An effective solution to any design project begins with a strong concept. Once you get the concept down the rest falls into place. I start with a good amount of research and sketching to organize my thoughts and figure out what I am trying to say with each project.

How do you find a balance between client and personal work?

I put my best into every project I work on no matter who it is for. I try not to take on jobs that I am not excited about. I want to put out the best work I can for myself and my clients. If you are excited about the work for the client, the personal line gets blurred and you just want to make it the best you can.

Do you ever feel conflicted when a job comes up that you might not love but the money is good?

Of course. At the end of the day I create art for other people, so I make the best out of every project regardless. I want to make sure the client is as happy with it as I am.

What's an average day like for you?

Tea, work, skate, bike.

How did you come to be involved with Huf and Mash?

I met both Huf and Mash living in San Francisco through riding bikes or skateboards. Common interests bring people together and make for interesting projects that both people are passionate about.

Can you tell me a little bit about your clothing label, the Benny Gold brand?

The line explores the concept of staying youthful and striving to be the best you can be. The reference to gold symbolizes success and achievement. I really enjoy building on a concept and seeing how far you can take it. I am really excited to see how the line grows from where it is right now.

Collaborative projects have become a staple in street/skate culture. However, many of these collaborations often leave much to be desired. Your work is really an exception to this rule. What attracts you to a collaborative effort?

I think a collaboration project is at it's best when it couldn't be done without either group involved. I usually work on collaborations between friends and brands I respect, so that makes it easy.

A decade from now, where do you see your career?

Hopefully I will still be putting out the best work I possibly can 10 years from now. You never know.

Related links: www.bennygold.com www.hufsf.com www.mashsf.com www.stussy.com www.thehundreds.com

Posted by: mnewton