Design Legends ("DL") had the distinct honour to interview legendary designer Srinivasulu Reddy ("SR") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.
SR : I am an electronics engineer by education and am passionate about developing electronic products. As I head a team of engineers and designers, I find my work as a design engineer most exiting.
SR : There is a process, a way of creating a particular thing or a product, I find it fulfilling to discover this process. This discovery is motivating.
SR : For me designing and engineering go hand in hand while developing products.
SR : I design and engineer electronic products such as drones and robots using corrugated paper boards. I also have a liking to make modular systems that can be used to create complex systems using simpler building blocks.
SR : Younger designers must broaden their understanding by systematically deconstructing masterpieces in their field of work. They must strive to understand the evolution of tools, techniques and trends in their design stream.
SR : A good designer addresses all the objectives of the design, a great designer captures the essence of the design and rejects the rest.
SR : A good design must serves all of its intended objectives and must reflect highly about the user of the product.
SR : Choosing well designed products is a reflection of ones taste.
SR : If I had the time I would design children's story books.
SR : I think it is a movie.
SR : To stay original is my secret recipe for success, to not get influenced by other's good designs is my secret ingredient.
SR : I take inspiration from many sources, particularly the manner in which material has been used, this can be a masterfully done strokes in a piece of art or a craftily shaped wood in a furniture or a using material to shape the insides and outsides of building. I also take inspiration how concepts have been applied beyond their conventional use or how the purity of a purpose is preserved and how user's experience enriched particularly in products. There are many many masters who have achieved such feats.
SR : Though I never owned a Polaroid Camera, I think it is a great product. The idea of noise cancellation headphones is brilliant as well, I am impressed by Bose’s QC35. I find Vespa as having a strong design integrity that permeates through several models and generations.
SR : I am yet to make anything that I consider is great.
SR : I keep doing stuff and also deconstruct great works of both art and design. I have cultivated a thought process, that involves observation, discrimination and evolution. To embrace valid criticism has been beneficial and also difficult.
SR : I always wanted to make movies, I still believe that I have a movie or two inside of me that I need to get out.
SR : Meaningful work that achieves a clear objective.
SR : Parents, wife and kids are my biggest supporters. Friends and most importantly team members and their families have helped me reach to this point.
SR : Teamwork and collaboration has been very helpful, sometimes discussing informally with end users and non-design people also helped.
SR : If at all I find any obstacles, they are all within me. At times it is difficult to let go of ideas or even thought processes that have worked before.
SR : In most cases the design presents itself.
SR : Cardboard drone kits, cardboard gadgets and products made with specially engineered corrugated paper board.
SR : To create a great user’s experience.
SR : People expect a rewarding experience for their time and money spent on products I have designed.
SR : Through design we can provide choices that are sustainable. We can bring about a trend of enduring design and counter the culture of built in obsolescence.
SR : We are exited about ahaDRONE, a Cardboard Do-It-Yourself drone kit.
SR : ahaDRONE did, it is the first of our cardboard projects, at a time when it was just an idea, it was too bizarre an idea to be taken seriously, we endured through a lot of self doubt.
SR : A shift from designer led design to data driven design and finally a balance between the two.
SR : Data driven design is already here, we will see more of it.
SR : ahaDRONE took us well over a year to reach to this point, and we see another year’s worth of work.
SR : We start from our present knowledge, skills and resources, understand what knowledge, skills and resources are required. By the time the gaps are closed the project acquires sufficient gravity.
SR : Achieve more by doing less.
SR : Great designs set the trend, trendy designs are just that.
SR : Technology is at the heart of our designs, everything we do at Skykrafts Aerospace is driven by electronics, controlled by a software program or is a connected thing.
SR : We use CAD/CAM/CAE tools. We use Fusion 360, Tinkercad, EagleCAD, Paper and Pen to design our products.
SR : In my area of work as a design engineer, color can bring a sense of identity to the product and influence the mood to some extant, an application decides the choice of materiel we use.
SR : Ideally, I do not wish them to ask me anything, if they enjoyed my work, it is a great validation for me.
SR : Just a “wow”, else it is not a great design.
SR : One with abundance of energy and less egotistical is an ideal design partner. I have enjoyed collaborating and co-designing with others on several occasions.
SR : The potential end user of my designs have the most influence on my work.
SR : Science fiction and mythology has always kindled my imagination, probably had the most influence on my work.
SR : Foremost is by critiquing my own work. By surrounding myself with energetic people. Rejecting hastily made designs, irrespective of who made them.
SR : Having a recognition as a designer is not as hard as being a famous movie start or a politician. It raises the bar of what others expect from me in my work.
SR : Color: Gold, Place: Mountains, Food: pizza, Season: Summer, Thing: Paper, Brand: ITC (Indian), Mercedes (International).
SR : After founding Skykrafts Aerospace, I was in a hurry to send an important letter and designed the first version of our company’s logo in about ten minutes using a word processor. Several months passed by and we all decided that it is now time to have a proper logo, we poured several weeks, designed countless variations, iterated over 250 times and finally arrived at a design that is nearly identical to the one that was designed in ten minutes. After many more months, that same feeling of unfinished logo crept back, and we recreated the logo into its present form, I think the matter is closed for now.
SR : The calm first couple of hours of the day.
SR : I was intense about whatever I was into, those who were close to me at the time, must have felt that I would become something.
SR : If in a thousand years from now, the civilisation still exists as we know today, I wish the people of that future time look back on us and laugh at how silly we were.
SR : I am a product of all the obstacles I have overcome, let me know if I can do better.
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