Peter Saville knows what he likes and what he doesn't like, and one thing he dislikes is marketing, communications and "the horrible branding people", who he feels are steeling our cultural heritage to position businesses.
Obviously knowing a lot about the music industry, Saville dismisses the idea that there is a clear communicative goal when designing a record cover:
– There is no real message that needs to be communicated on a record cover. It doesn't matter. The brief is that the artist is happy, that Madonna is happy. In the case of Joy Division and New Order there was no brief.
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| Peter Saville at the University of Design and Craft |
Saville is today the Creative Director of the city of Manchester, his home city, where he feels he's got a certain obligation to give something back, since the city "made my career in the first place" and it is perhaps a way to continue to make a difference, an idea he holds high. But the position is also a way to reposition himself, his own brand.
– I hated what had happened in design, so I started working for Peter Saville.
Another way of expressing himself today is through art, and he states that the right place for self expression is at an art gallery. He will do a commercial job if he likes the people involved, though.
– It's ok to help someone communicating if they have something worth communicating.
His website is yet to come, or so we hope. I think there are lots of people who are interesting in finding out more about the brand of Peter Saville.
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