Designers most often try to develop a distinctive signature style for their work. A style becomes a part of the designer’s brand. Here are some thoughts about the pros and cons of having a highly personal style:
Clients
Clients have a tendency to choose designers whose work shows consistency. Clients want a solution that is in line with their goals and values. A designer’s style reduces client’s risk of getting totally unexpected results.
Consumers
A small number of consumers are actually interested in designers or their styles. There are some names in apparel, furniture, and appliances that the most avid buyers recognize. In most cases, however, consumers are interested in things that fit their own style and needs.
Competitions
Design competitions with anonymous entries are perfect demonstrations of the value of a signature style. The judges can recognize the designer and link the entry with his/her previous work. Other, less known designers are judged by the quality of their entry alone.
Design business
A signature style is a kind of a language. It is a codification of ideas and meanings. As a code it can be taught and systematically applied. That is why many great designers have a team that, using the language, can become very productive.
The famous Finnish architect Alvar Aalto developed a distinctive style in the 1950s and 60s. All who worked for him over the years learned to use the style, and continued to use it, even after the master’s death. The styling was especially noticeable in details and the use of wood.
Not all designers want to limit their expression to a certain style. Finnish-born American architect Eero Saarinen was like that. Some say that the key to his popularity was in his complete lack of interest in developing a signature style. Saarinen approached each project with open eyes, respecting the requirements and needs of the client and the site of the building. Other architects, academics, and critics dismissed him as eclectic and unprincipled (see the Boston Globe article).
I think that a personal style is mostly a positive thing unless it starts to dominate how a designer approaches his/her work. A style should not be static or limiting but an enriching factor in design.
Dulles Airport, architect Eero Saarinen
Photo: XYZ+T