Veronica Ditting

Screen Shot 2014-03-24 at 10.43.26Images from veronicaditting.com Words by Elizabeth Pollard

Art director, Veronica Ditting, completed her degree in graphic design in Dortmund and then the Rietveld Academy in Amsterdam, where she still resides now. Working out of a studio in the old Pathological Anatomical Laboratory, she produces work for a range of clients including The Gentlewoman, COS magazine, Fantastic Man and Amsterdam’s Stedelijk Museum.

Despite leading a trend in contemporary minimalist graphic design, Ditting still feels insecurity in her career and is always looking for her work to improve and evolve:

“Of course there is always something to improve! Maybe we are our own harshest critics in that sense. We hardly ever change anything just in order to change it (except if we used it too many times). The appearance of every issue is varied – sometimes more, sometimes less, but it’s always related to each other, referring to its own visual vocabulary. So even though there’s changes I do think it’s one recognizable look; we’re not re-inventing the form every time. Sometimes I even wonder if anyone even notices the differences.” (On the development of The Gentlewoman and Fantastic Man, interview with Hugo Hoppmann)

An abundance of white space, over-sized san serif typefaces and a quirky grid give Ditting’s work a very definite aesthetic, that has influenced designers across the industry. Whilst having  such a strong visual style is key, collaboration remains important to Ditting’s process and the development of her work:

“It’s great to have someone to bounce off ideas and I really think that a project can only be successful (in whatever that means) if everyone involved is after the same thing. What’s really important in collaborations in general is trust – if you feel there is a trust issue then you’re probably up for a disaster.” (On collaboration, interview with Whistles)

Ditting’s approach to design comes from an inherent aesthetic spanning from her wardrobe to the objects she buys. This organic approach to creating means that her work feels considered but with a very distinctive link across all projects. Not too trendy but enough to set her style apart from the noisy trend of ‘pretty-ugly’ design.

www.veronicaditting.com

Veronica Ditting

Veronica Ditting

Veronica DittingVeronica Ditting

Veronica Ditting

Veronica Ditting

Veronica Ditting

Veronica Ditting

Veronica Ditting

Veronica Ditting

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