After training in architecture in London, working as a product designer, interior designer and graphic designer, Michael Wolff joined Wally Olins and Wolff Olins was born. Wolff Olins became the foremost company in ‘corporate identity’ – and one of the most effective branding companies in the world. Among their clients were Audi, The Beatles, the London Borough of Camden – the first in local government to use professional graphic designers, P&O, Renault, The City of Paris, 3i, Pilkington and Volkswagen.

1. What do you prefer to work with; pen pencil or computer?

First of all my brain - my curiosity, my appreciation and my imagination. They do most of the work. Then, in many discussion with other designers, and only then, with my precious iMac. After that, I usually start the whole process all over again. On and on and on until I arrive at what I know is ‘it’.

2. What inspires you?

Everything does. Everything that’s wonderful in life and people inspire me and so does everything that’s terrible in our world. How small and insignificant I and every individual is, and how amazing we all can be too. An how infinite the universes are, and that every human are made of the same elements as a tiny pebble or a star. Music inspires me and nature and films and theatre and radio and literature and cartoons and art. And water and picnics and storms and romances and tranquillity. I sometime feel that I’m drowning in inspiration.
And photography. I have a great friend – Al Vandenberg. Look at his website- alvandenberg.com. See how he manages to invite people to look at him through his lens.

3. Who or what has the most influence on your work?

It sounds mad to say almost anything. But that’s the truth. There are some friends, sadly in the past, like Alan Fletcher, who inspires me as a designer, but I’m so eclectic in my appreciation that my inspiration comes from a billion things and it’s happening all the time. Right now I can see a seagull flying from my window. He or she’s enjoying the freedom and dancing in the air. And the cry is like music. It’s inspiring.

5. What's the best advice you've ever received?

I think it was “Become yourself by choosing how to be.” That happiness is not at the end of the road – it is the road. That happiness will not come from your circumstances but from your will to be happy.

6. What's is your proudest project or creative moment?

There isn’t one in particular. It’s probably thousands of little moments. I don’t really feel proud. I feel good when I have an insight or an idea – especially a big or transformational one that I think will be useful to people.

7. How has your views on design changed since you started your career?

Yes, they change constantly. But underpinning them I’ve always a single thought: have an idea before you worry about how it looks. So, to all designers – ‘tell me before you show me.’

8. What is important?

Be thoughtful and considerate and by enjoying yourself and being happy, radiate your happiness to others.