Type Tuesday – Jeff Matz
Jeff Matz is Owner/Creative Director/Designer at Lure Design Inc. He’s also a board member of AIGA/Orlando. Here he shares a few thoughts on type and design.

What do you think Orlando needs most?
I’m not really sure. Maybe we’re where we should be. The culture in Orlando seems to be a target. But, Orlando has a lot, actually. And it’s growing and evolving. Maybe what the cultural scene needs is just more community support to keep it growing.

Have you ever seen insanity where you later saw creativity?
Maybe not the answer you were looking for but…oh, yes. I had a dear friend who was certifiable, but he was amazingly creative. His career path didn’t really allow for him to exercise his creativity though. He later found a way to express all that through sculpture.

What is your favorite book?
I recently had to answer this question for someone else. I’ll tell you the same thing I told them. I always hate to admit it, but I really don’t read. I don’t usually have the patience for it–although I did make it through The Stand.

What do you do on Sundays?
Sunday is usually a pretty quiet day at our house. Maybe church and breakfast out after. I might spend a good part of the day writing and recording music or watching movies. Maybe get caught up on some work. This past Sunday, I did a nice 60 mile ride on our new motorcycle with some friends.

What’s the best creative advice you’ve ever received?
It was something my typography instructor, Joe Knox, told me once while looking at a letterhead design I was working on, “don’t design for design’s sake.” It was such a simple statement, but it still seems as poignant today as it did back then.

What’s one thing that you haven’t done that you would still really like to do?
Visit Europe. Well, my wife Lyle and I did go to Ireland, but that doesn’t really count, does it? Or, cook some handmade pasta with uni and caviar. Or, actually record some songs worthy of pressing on vinyl. Sorry, you said one.

Follow Jeff on Twitter and see more of his design work on these websites: luredesigninc.com and l2designcollective.com

By aigaorlando
Published July 2, 2013