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Designer Interview With Michael Cherkashin

Designer Interview With Michael Cherkashin

  • 15/06/202215/06/2022
  • by The Logo Creative
  • Designer Interview With Michael Cherkashin

    Michael Cherkashin is an award-winning Graphic Designer and Creative Director at HUG Agency,

    His creative work has helped brands such as Telsa, LA Lakers, Universal Studios, Paramount Studios and others. Michael’s collaborations also help innovative startups get their feet off the ground with his exceptional design practice and mindful approach to user experience.

    Michael Cherkashin Designer Quote

    The Logo Creative – What was the turning point in your life when you decided to become a designer and how did you proceed?

    Michael Cherkashin – I got my first computer, at around age 9 or something, it came installed with the 4th version of Photoshop (from the previous owner I guess) so my interest grew from there. At age 15 I started a summer job as a designer at a local print house, then freelance gigs came along and so on…

    The Logo Creative – What does your day consist of?

    Michael Cherkashin – Usually, I experiment with different daily workflows, as for now I start my day with a nice cup of coffee and a healthy snack, do the first part of my projects and other business routines, exercise for about 30 minutes and do the other part. Then I relax, learn something, spend time with family and friends, discover new destinations if I travel, etc. I try to have 4 parts in my day: work, learning, activities, and relaxation.

    Michael-Cherkashin - The Logo Creative Designer Interview

    The Logo Creative – Are you a morning person or night owl and is there a reason why?

    Michael Cherkashin – To be honest, I don’t believe there’s any difference, it’s just a matter of discipline. Waking up with the sunrise I think is the most difficult but the most rewarding thing I do when starting a day, not only it keeps me more productive and creative but also gives more time to do what I love.

    The Logo Creative – What was the first logo you ever designed? 

    Michael Cherkashin – When I was about 10 years old, I used to sketch all sorts of graphics in my school books, kind of graffiti-style, my father saw one of them, scanned and gave it to the company that was making stamps, they rearrange some letters to make it look like a company name, I even don’t remember if I gave my permission, but it’s still in use today.

    The Logo Creative – What is your favorite logo you have designed?

    Michael Cherkashin – The one I designed for Hug Agency, it’s a simple and balanced symbol, sort of top view of a person with crossed arms representing hug and at the same time half of the infinity symbol showing our desire to perfection.

    Designer Interview With Michael Cherkashin -hug-agency-logo

     

    The Logo Creative – What is your favorite logos of all time?

    Michael Cherkashin – I would say Nike and Apple, but if not being obvious Audi, Target, Tour de France, The North Face

    Designer Interview With Michael Cherkashin - Favourite Logos

    The Logo Creative – Can you describe or give us an overview of your logo design process?

    Michael Cherkashin – Every logo (as well as any other project) starts with a brief where client educates me about his business, target audience, etc. then I do my research and analyze the data.

    Once I have a clear picture of the business and its values, I start drawing ideas in my head, I do this during my daily activities or before going to sleep, sometimes ideas come and I just have to draw the logo, sometimes I have to seat and experiment with fonts and shapes to get ideas coming.

    I shared logo design principles that we developed at HUG Agency over the years, so anyone who’s interested can find it in this article: https://hugagency.com/news/2019/03/09/value-based-logo-design.html

    Designer Interview With Michael Cherkashin - Logo Design       

    The Logo Creative – What brands do you most admire and how do they influence your creative thinking?

    Michael Cherkashin – Brands that I use in my everyday life, companies like Adobe and Apple changed the way we work and live our lives, giving us tools to learn, create, travel the world and communicate.

    I’m also a big fan of companies that do something important for our future, guys like Space X, Tesla, iikoh, Uber, Human Longevity. Dji and Blackmagic design are also great.

    Designer Interview With Michael Cherkashin - Inspired Brands 

    The Logo Creative – What do you consider your most successful design project, and why?

    Michael Cherkashin – Don’t think that I can say that one project is more successful than the other, I designed for large companies such as Universal or Lakers, but I can’t consider it more successful than projects for small startups, when I design, do branding or anything I understand that this company is one of the most important things in the client’s life, so I do my best for every project to be successful.

    The Logo Creative – How long does it take to complete the average logo design project from start to finish?

    Michael Cherkashin – It really depends, I remember I designed a logo while getting a rental car once, and the client loved it right away. Sometimes it’s taking weeks to complete, and then come revisions and so on and so forth, but on average I would say around 10 days.

    The Logo Creative – What are your recommended design books to read?

    Michael Cherkashin – I don’t read many design books, to be honest, but for any designer, I would recommend learning other things as well, not related to design, I personally read about business, investment, physics, economics and bunch of other stuff. Tim Ferris has awesome books, Rai Dalio – Principles, Rutger Bregman – Utopia for Realists, Peter Thiel – Zero to One, Michio Kaku – Physics of the Future

    The Logo Creative – Which software do you use frequently and is there any you would recommend to designers?

    Michael Cherkashin – Obviously Adobe apps, I’m a photoshop guy, I use it as my sketchbook and then recreate everything in illustrator if I need to. As for a recommendation, I would recommend Zeplin for anyone who works with app and web developers, makes life so much easier.

    The Logo Creative – What is your favorite style of logo design? And why?

    Michael Cherkashin – I’m a fan of clean and clever logos, I call it C+C principle. I like to combine letters with symbols to create a nice unique shape or use negative space. “The quality of the logo is determined from how much information and values you can show in the simplest possible form.”

    michael-cherkashin-logo_design

    The Logo Creative – What is your daily inspiration when you design?

    Michael Cherkashin – Nature and travels, I think everyone agrees that the most amazing things were done by nature. I also check Behance and Dribbble projects once, in a while, there’re so many talented designers and all sort of creative minds.

    The Logo Creative – When you’re not designing do you have a favorite free time activity you like to do?

    Michael Cherkashin – Usually, when I’m not designing, I do other projects, like working on the film or a startup, business routine, etc. But talking of activities I would say staying active is my favorite one, and encourage everyone at HUG agency to do so. I like snowboarding, surfing, trekking and hiking, exploring new cities, stuff like that.

    The Logo Creative – What was the biggest challenge you ever faced on a project?

    Michael Cherkashin – When other people you work with like developers, designers are not able to do the job right and you’re responsible for them. A good team is very important and building one is a great achievement in any business.

    The Logo Creative – In your opinion what’s the best and worst part of your job as a designer?

    Michael Cherkashin – The best part is that design is a labor of love for most of us, they say find what you love and you’ll never have to work, plus design can be done remotely, it gives a lot of freedom.

    The worst part for me is that in most cases you design something for others and they have their own opinion and preferences. It’s sad when good ideas and designs are being rejected because it goes against client personal preferences or simply lack of expertise.

    The Logo Creative – Who is the most inspiring person to you and why?

    Michael Cherkashin – My father, he was always a great teacher for me, having strong values and principles he’s open-minded to new and innovative ideas. He was up to shared economy, smart cities, and other cool stuff even before Steve Jobs, Elon Musk and those guys, last two are also really inspiring though.

    The Logo Creative – Who is your favorite graphic designer and why?

    Michael Cherkashin – I don’t have any favorite one, but I constantly check what’s new in graphic design, product design and other fields, I really admire talented creators in all industries.

    The Logo Creative – What’s your favorite design quote or quote in general, and do you have a mantra or saying you live by? 

    Michael Cherkashin – “A good designer creates a good image. A great designer creates a message.”

    I tend to think that everything is either debt or investment, it applies to everything, things like health, energy, business, learning, and so on.

    The Logo Creative Designer Interview_michael-cherkashin-quote

    The Logo Creative – In less than 10 words what is graphic design?

    Michael Cherkashin – A message.

    The Logo Creative – What steps did you take to start your graphic design business? Did you have to make any sacrifices on your journey?

    Michael Cherkashin – In my case, it was very neutral, didn’t have any huge sacrifices, to be honest. When I started, I didn’t have a lot of money, but dedication, I could go back to a full-time job and make more but freedom and my own ideas were more important, classic story, you know…

    The Logo Creative – Do you have any regrets? Is there anything you would have changed early on in your career?

    Michael Cherkashin – I would make everything quicker, would invest more time and money.

    The Logo Creative – If you could go back in time, what would you tell your younger self?

    Michael Cherkashin – Learn more and learn fast. Do what’s important and ignore what’s not.

    The Logo Creative – What’s the most important piece of advice you have received as a designer that’s helped you?

    Michael Cherkashin – I guess as a designer I learned everything the hard way:)

    The Logo Creative – What would be your advice for new Logo and Graphic Designers?

    Michael Cherkashin – Learn the basics, be intelligent, be smart.

    learn more about Mathew Wain | HUG Agency | Behance |

    The interview is also featured in today’s Midweek Mix newsletter, which includes more new books and more insights!

    Join us and let’s chat! 👋

    Join The Logo Creative Community

    Posted in Designer Interview, Inspiration
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    Check out the latest Designer Interview with Micha Check out the latest Designer Interview with Michael Cherkashin and award-winning graphic designer and creative director @hugagency

It was a great pleasure to feature Michael who shares some valuable insights into logo design  and live as a graphic designer and creative director.

The interview is also featured on today's newsletter, including the book by @made.by.james
what I have been up to, and more insights. 

Join me, let's chat! 👋

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    In his New York Times best seller Steal Like an Ar In his New York Times best seller Steal Like an Artist, Austin Kleon gave readers the key to unlock creativity. Now comes the next step in the journey: how to get known.

SHOW YOUR WORK! puts an end to the destructive myth of the long genius by showing artists and writers, makers and creative entrepreneurs how to join the new ecology of talent. It is about found by being findable, about using the network instead of wasting time networking.

The key is process, not product. Share something new every day but don’t turn into human spam.) Keep and amateurs mind where the possibilities are limitless. Be a connector, a teacher, an open node. Don’t horde.

In ten vital new priciples, SHOW YOUR WORK! shows that you have to be open, generous, brave - an artist that other artists will steal from.

Full review can be found on our website link in bio under the book review section.

If you would like your own copy of Show Your Work by Austin Kleon it’s available online. 

If you purchase through the links below, I do get a small commission that i put back into The Logo Creative project, for instance by purchasing new books like these that i can share with you the reader. 

Show Your Work by Austin Kleon. 

Amazon - https://amzn.to/3jh4p0h 

Wordery - https://tidd.ly/2VmUJt9 

Bookshop - https://uk.bookshop.org/a/7810/9780761169253 

Looking for more creative content? Check out our website. 

Checkout our website book review section: 
https://www.thelogocreative.co.uk/book-review-logo-design/ 

Read Our Daily Blog Articles: https://www.thelogocreative.co.uk/blog/ 

Join The Community Newsletter Group: https://thelogocreative.substack.com/subscribe 

We have recently partnered with Mr Mockup: https://mrmockup.com/ref/thelogocreative/

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    "Never underestimate white space! Space is an inv "Never underestimate white space!

Space is an invisible design element most can't see, and it's often ignored.

Whits space is an element That controls all other elements.

You can't design when you can't see"

- Andrew Marriott - The Logo Creative™

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    Overcome Creative Block 👇 We've all been there Overcome Creative Block 👇

We've all been there, sketchbook open ready to capture ideas, but nothing is flowing. 

💡 Solution: 

▶️ Set a routine
▶️ Take a step back 
▶️ Go for a walk 
▶️ Change scenery 
▶️ Keep a notebook handy 

What are your methods? 👍

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    "Be vigilant and always check your client’s agre "Be vigilant and always check your client’s agreement for design services word for word, and twice over before signing. 

I recently rejected a client who was a big design news site. Let’s just say there were things in there I did not like! 

Money is not everything! Protect yourself!"

- Andrew Marriott - The Logo Creative™

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    Austin Kleon’s books have been on my bookshelf f Austin Kleon’s books have been on my bookshelf for quite some time, I finally got round to reading “Steal Like an Artist” and i could not wait to jump in and read his second book “Show Your Work”
 
If you would like to read my full review its on the book review section of our website.

https://www.thelogocreative.co.uk/show-your-work-by-austin-kleon/ 

If you would like your own copy of Show Your Work by Austin Kleon it’s available online. 

If you purchase through the links below, I do get a small commission that i put back into The Logo Creative project, for instance by purchasing new books like these that i can share with you the reader.

Show Your Work by Austin Kleon
Amazon - https://amzn.to/3jh4p0h 
Wordery - https://tidd.ly/2VmUJt9 
Bookshop - https://uk.bookshop.org/a/7810/9780761169253 

Looking for more creative content? Check out our website.

Checkout our website book review section: 
https://www.thelogocreative.co.uk/book-review-logo-design/ 

Read Our Daily Blog Articles: 
https://www.thelogocreative.co.uk/blog/ 

Join The Community Newsletter Group:
https://thelogocreative.substack.com/subscribe 

We have recently partnered with Mr Mockup:
https://mrmockup.com/ref/thelogocreative/ 

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    It was a pleasure to feature Simon Charwey @simonc It was a pleasure to feature Simon Charwey @simoncharwey In our 4th interview back in 2017. 

Simon is a Asanteman-based brand identity designer based in Kumasi, Ghana.

In this interview Simon shares his design journey, first ever logos he designed, his design process and insights into the logo design industry.

Be sure to check out the interview, link in bio under the designer interview section.

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    Stealing is bad, taking things that don’t belong Stealing is bad, taking things that don’t belong to you is wrong unless you learn to steal like an artist. This book includes 10 things nobody told you about being creative. 

Steal Like an Artist by Austin Kleon does not support plagiarism, let’s get that straight from the start. 

It’s more about unlocking your creativity, and getting into the minds of the artists you admire by understanding why and how they did what they did.

This small square 140 page book was published in 2012 and is a New York Times best seller, and for good reason it’s a fantastic book! - Well Done @austinkleon and @workmanpub

Check out the first look video we posted.

Join Newsletter: tiny.cc/thelogocreativve

If you would like a copy of your own it’s available on Amazon, Wordery and Bookshop:

Amazon UK: https://amzn.to/3jh4p0h 
Wordery: https://tidd.ly/2VmUJt9 
Bookshop: https://uk.bookshop.org/a/7810/9780761169253 

__________________________________

#thelogocreative #thelogocommumity #design #graphicdesign #bookblog
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    Check out our latest Designer Interview with Micha Check out our latest Designer Interview with Michael Penda @peanutfreepanda a talented graphic designer from Wichita, KS. 

It was a great pleasure to feature Michael, he shares his insights into working as a graphic designer.

The interview is also featured on today's newsletter, including a new book, what I've been up to, and more insights.

join me, let's chat! 👋

tiny.cc/thelogocreative 

_________________________________

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    "If you have anxiety you're probably worried about "If you have anxiety you're probably worried about the future, if you have depression it's more than likely pain from your past. 

Live in the moment, and be here and now!

It's tough trust me I know, I have been there.

But just like me you got this!"

 - Andrew Marriott - The Logo Creative 

👉 Join my personal newsletter: tiny.cc/thelogocreative 

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    "Always focus on what you are putting into your bu "Always focus on what you are putting into your business, and not what you can get out of it.

Too many are fixated on results and personal gain instead of putting in the work and providing value. 

Tip - Start looking at business from the outside in! 

You get what you put in!" 

- Andrew Marriott - The Logo Creative 

👉 Join my personal newsletter: tiny.cc/thelogocreative 

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    "It's one thing to be creative, but are you innova "It's one thing to be creative, but are you innovative? 

Creativity is thinking up new ideas and innovation is doing new things. 

Always be open to trying new things and moving in different directions. strive to be both." 

- Andrew Marriott - The Logo Creative™

👉 Join my personal newsletter: tiny.cc/thelogocreative 

👉 Follow @thelogocreative and turn on post notifications. 

👉 Leave a comment, let's chat! 

_________________________________________

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    It was a pleasure to feature Ian Paget In our 3rd It was a pleasure to feature Ian Paget In our 3rd interview back in 2017. 

Ian is logo and brand identity designer working and living in the UK.

In this interview Ian shares his first logo he designed, his favourite logos and a glimps into his process. 

Be sure to check out the interview , link in bio under the designer interview section.

_________________________________

#logodesigner #creativecommunity #positivevibes #logodesigner #logodesigns #logoprofesional #logo #logoinspirations #designer #designthinking #creativeideas #creativeidea #thoughtoftheday #creativemind #creativemindset #logoideas #logoidentity #identitydesigner #creativeproject #creativethoughts #logotips #logoinspirations #logoinspiration #designdaily #inspirepeople #humanfirst #bemore
    Stealing is bad, taking things that don’t belong Stealing is bad, taking things that don’t belong to you is wrong unless you learn to steal like an artist. This book includes 10 things nobody told you about being creative. 

Steal Like an Artist by Austin Kleon does not support plagiarism, let’s get that straight from the start. It’s more about unlocking your creativity, and getting into the minds of the artists you admire by understanding why and how they did what they did.

This small square 140 page book was published in 2012 and is a New York Times best seller, and for good reason it’s a fantastic book! - Well Done @austinkleon

Check out the first look video.

Join Newsletter: tiny.cc/thelogocreativve

If you would like a copy of your own it’s available on Amazon, Wordery and Bookshop:

Amazon UK: https://amzn.to/3jh4p0h 
Wordery: https://tidd.ly/2VmUJt9 
Bookshop: https://uk.bookshop.org/a/7810/9780761169253 

__________________________________

#thelogocreative #thelogocommumity #design #graphicdesign #bookblog
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    Check out the second Designer Interview from 2016 Check out the second Designer Interview from 2016 with our good friend David Airey.

It was a great pleasure to feature David as he has been an inspiration to so many designers over the years me included.

David shares his favourite logo design, his logo design process and steps he has taken in his design journey.

Join our newsletter we share, new designer interviews, new books, insights and what I have been up to.

join me, let's chat! 👋

tiny.cc/thelogocreative 

_________________________________

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    Awhile back I purchased all three of Austin Kleon' Awhile back I purchased all three of Austin Kleon's books @austinkleon as they had been on my reading list for so long, and never got around to reading them 

I can now say I have finally got around to reading them.

The review for "Steal Like an Artist" is already on the book review section of the website, and if you're subscribed to the newsletter you will have received the newsletter regarding this awesome book.

The review for "Show You Work" is coming this Wednesday, there will also be a newsletter on the way.

I have nearly finished "Keep Going" and again I'm really impressed by all three book I highly recommend them they are well worth the read.

Have you read these books? Let me know your thoughts in the comments. 

👉 Join the newsletter: tiny.cc/thelogocreative

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    "It's not the things that happen around you that d "It's not the things that happen around you that determines you're success. 

It's what happens inside of you!

Remember that you're unable to control life around you, but you can control yourself! - 

Take Action!". 

Andrew Marriott - The Logo Creative™ 

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#positivity #entrepreneurmindset #businessquotes #growthmindset #growth #scaleyourbusiness #mindset #businessgoals #designquote #motivation #entrepreneur #lifestyle #motivationalquotes #marketing #positivity #designinspiration #designquote #quotesondesign #designerquote #designquotes #designpassion #positivevibes #thoughtoftheday #inspirepeople #humanfirst #bemore #branding #creativemind #creativemindset #creativethoughts
    "Never compare your behind the scenes with other p "Never compare your behind the scenes with other people's greatest hits, never compare yourself to other people. 

Keep yourself in the game, and take control of it. 

If it’s been done before it can be done better. 

Be confident and figure it out. 

You got this!"

Andrew Marriott - The Logo Creative™

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tiny.cc/thelogocreative

👉 Follow @thelogocreative and turn on post notifications. 

👉 Leave a comment, let's chat! 

_________________________________

#positivity #entrepreneurmindset #businessquotes #growthmindset #growth #scaleyourbusiness #mindset #businessgoals #designquote #motivation #entrepreneur #lifestyle #motivationalquotes #marketing #positivity #designinspiration #designquote #quotesondesign #designerquote #designquotes #designpassion #positivevibes #thoughtoftheday #inspirepeople #humanfirst #bemore #branding #creativemind #creativemindset #creativethoughts
    "Each night when i get in bed i remind myself I'm "Each night when i get in bed i remind myself I'm ok, I'm doing a good job, and that good things take a lot of patience and consistency. 

I'm not a religious man but i give thanks for everything i have. 

I worked hard for it!".

 - Andrew Marriott - The Logo Creative™

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#positivity #entrepreneurmindset #businessquotes #growthmindset #growth #scaleyourbusiness #mindset #businessgoals #designquote #motivation #entrepreneur #lifestyle #motivationalquotes #marketing #positivity #designinspiration #designquote #quotesondesign #designerquote #designquotes #designpassion #positivevibes #thoughtoftheday #inspirepeople #humanfirst #bemore #branding #creativemind #creativemindset #creativethoughts
    Check out our very first Designer Interview from 2 Check out our very first Designer Interview from 2016 with Jacob Cass @justcreative it was great pleasure to feature Jacob as the first. 

Jacob has been an inspiration to so many designers over the years  me included.

Jacob shares his first ever logo he designed, his journey as a designer and more insights.

Join our newsletter we share, new designer interviews, new books, insights and what I have been up to.

join me, let's chat! 👋

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    The Logo Creative - International Strategic Logo and Brand Identity Design Studio

    The Logo Creative™
    Logo & Brand Identity Studio

    Part of The AJR Group™

    International Design Studio
    info[at]thelogocreative.co.uk
    Phone: +44 (0) 1709 527 200
    Mobile: +44 (0) 7807 085 003

    INSIGHTS FROM THE BLOG

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