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TIM HARTFORD
HARTFORD DESIGN
Hartford Design is a Chicago-based graphic design and visual branding practice that seeks to bring intellect and passion to branding and communication needs. Tim Hartford founded the company in 1991, and Hartford Design has served clients such as Abbott Laboratories, Bank of America, Jones Lang LaSalle, Genzyme and OfficeMax. Prior to founding his own company, he worked as a designer at Crosby Associates and VSA Partners in Chicago. Hartford Design's work has been recognized by the AIGA, New York Art Directors Club, Type Directors Club, the Society of Typographic Arts and several major design publications. He is a 1983 Graduate of Western Michigan University in Kalamazoo. He lives in Chicago with Dina Merrell and their cat, Hazel.
Was graphic design your first career path?
When I was in high school, I wanted to be a surrealist painter. My aunt and uncle, both designers, gave me a cold-eyed assessment of my skills and the odds of a successful career path. Two viable career options were proffered: fry chef by day, fine artist by night or graphic designer. I chose the second option.
What talents do you wish you possessed?
Concert theraminist or "Daily Show" correspondent.
When you have a deadline, do you start right away, wait until the last minute or switch back and forth between projects?
Many of our projects involve research, so there is a good chunk of time spent up front learning about the client's goals, audiences, etc. Since we typically work on a bunch of projects concurrently, there is a lot of jumping between projects. Then, of course, the last sprint to the deadline.
Where do you turn for inspiration?
I turn to the Chicago Transit Authority and my iPod. After riding around to the smooth sounds of The Fall, Miles Davis, Prefuse 73 and MF Doom, something usually pops up.
What is your worst habit?
I'm a bit of a caffeine junkie. My intake must be strictly calibrated.
What role does "green design" play in your work?
We would like it to play a bigger role. We lobby for FSC-certified paper and chain of custody suppliers with our clients. Obviously, the most sustainable approach would be to do away with all printing and put everything online. It's something we wrestle with. Then, of course, there are the decisions we make outside the office with regard to transportation, the food we eat and the other decisions we make as consumers. They have an impact, as well.
Should graphic design be an instrument for positive social change?
I think it can have a huge role in terms of building awareness and inciting action. We have worked on pro bono projects ranging from fund raising for no-kill animal shelters to theater brand development. We recently did a name and brand identity for an organic flatbread pizza restaurant that supports sustainable farming. We are very aligned with those values.
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