Roni Lagin


Roni Lagin is a multidisciplinary designer, artist, and creative director with a knack for visual storytelling. With over 20 years of experience in the design industry, Roni helps brands reach their full potential through printed collateral, branding and identity, campaigns, video production, and web design. He sees design as a partnership, immersing himself in a client or stakeholder’s culture to propel them forward through visually creative and thoughtful solutions. A graduate of Drexel University, Roni founded Roni Lagin & Co. in 2004, a “friendly neighborhood design studio,” working with organizations, companies and people who are striving to make the world better. Most recently, in 2023 he joined Equinix, the world’s digital infrastructure company, as Senior Design Manager, Brand & Creative Services.


Looking forward to 2023, are you optimistic about the role and impact of Graphic Design and Visual Communication in Business? Culture? Causes? Why do you feel that way?

At heart, I’m a realist. But I am optimistic about the power and influence of a crafted and deliberate design approach. Specifically, in how it can impact the way an organization or company is perceived, all the way down to the minutiae of our everyday lives. As designers, we have a critical role to play in connecting the end user or consumer with an effective message, service, product, or the brand itself. Good design is often invisible, or at least it should be. What makes it successful is that you don’t actually focus on the design — you can just easily understand the message, get the feeling, or find what you were looking for. That’s what excites me and inspires me as a designer. Finding different ways to push boundaries when creating a design that solves a complex problem, but also arriving at something that just makes sense and has a clarity of purpose.

Have the events and disruptions of the past few years changed the role or trajectory of Graphic Design?

The last few years have shifted the way people receive and consume information, but the medium is secondary. There is, has always been, and always will be a pervasive need for good design. What I care most about is elevating a brand, while being authentic to its origin. So, I’m always looking for different ways to solve design problems that align with the client’s identity — no matter who they are. With the constant introduction of new tools and trends, it can be harder to be original and stand the test of time. For that reason, I strive to strike a balance between contemporary aesthetic and minimalism, so that the design feels as on-trend as it is timeless.

Most influential graphic designer(s) or art directors(s) of the past 60 years? Of today?

Paul Rand, for his approach to a single logo and rationale when designing identity. Paula Scher, for her pushing typography to the limits and as the image itself. Milton Glaser, for bringing an artful approach to design.

Most influential graphic design firm(s), ad agencies, or inhouse departments of the past 60 years? Of today?

Pentagram, for bringing together widely talented creatives across the globe aligning towards a common creative goal. Landor, for their ingenious solutions with identity and campaigns. Chermayeff & Geismar, for creating design that endures.

Favorite or most influential logo or branding project of the past 60 years?

Burger King by Jones Knowles Ritchie