Strategic design getup Little & Co. has launched a simple yet brilliant new project — Thirty Conversations on Design, a journey into the minds of 30 of the world’s most inspired creatives. The project asks these architects, designers and authors two straightforward but incredibly complex questions: “What single example of design inspires you most?” and “What problem should design solve next?”

We really need to define what people need, rather than what people want.” ~ Massimo Vignelli

While a few of the answer may be a bit expected, most peel away at the richest layers of design, and many say things that we don’t necessarily want to hear, challenging the idealistic and often unrealistic holy-grail approach so trendy in how we think about Design with a capital D today.

To me, greatest piece of design is obviously the invention of the alphabet.” ~ Erik Spiekermann

The first batch of conversations includes Paula Scher, one of our big design heroes, Massimo Vignelli, who designed the iconic New York City subway map in 1972, and AIGA executive director Ric Grefe.

There’s no single example of design that I find inspiring. I find design interesting in its time in relationship to something else.” ~ Paula Scher

The next two batches will be released on November 10 and November 20. Conversations include Bonnie Siegler, who designed the SNL logo and title sequence, Patrick Coyne, owner and editor of design bible Communication Arts, and legendary designer Joe Duffy, author of Brand Apart, whose thinking on the relationship between design and marketing has revolutionized some of the world’s most iconic brands, including BMW, Coca-Cola, Sony and Starbucks.

via Creativity Online