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December 2000.
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From
San Francisco. Feature story by Caroline Winata.
Carlos
Segura may not be well known outside of the design community, but within
he is regarded as one of the premier graphic designers. Carlos started
Segura Inc., a design firm based in Chicago, Illinois, specializing in
conceptually based graphical solutions ranging from graphic design, print
advertising, identity, collateral, packaging, broadcast and new media.
As owner and art director, Carlos has an impressive client list that includes
Budweiser, Pepsi, Harley Davidson, Kodak, 3Com, Motorola, Hugo Boss, MTV,
Citibank, ESPN, Marlboro, Type Directors Club and Budget Rent a Car, and
this is just a small part of an extremely long list.
Founded in 1991, Segura Inc. has now expanded to include the well known
[T-26] , an experimental digital type foundry, Thickface Records, 5inch.com
and Segura Interactive, proving that Carlos Segura is also a successful
entrepreneur. However, throughout all of his tremendous success, Carlos
Segura has remained genuine, down to earth, extremely enthusiastic and
humble. Although he does not do any technical programming, Carlos still
contributes largely to the design process at Segura Inc. and Segura Interactive.
As a leader, he treats his staff as a family and extends the same level
of kindness to everyone. He prefers to keep the staff size small so that
he can be selective about the work that is produced and quality can be
maintained. This enables Carlos to be involved in each project and add
his personal touch. This level of commitment is clearly evident in his
body of work which continuously achieves a level of quality that earns
top level recognition and awards from AIGA and the Type Directors Club
annually. CarlosŐ work shows his expertise in a broad range of styles
and his ability to be flexible with mediums and with each project. His
style is distinctive, simple, with stylish qualities that will stand the
test of time.
Throughout all his projects the concept, demographics and objective clearly
remain the key focus of a design. In 1994, Carlos started [T-26] digital
type foundry to explore the typographical side of the design world. To
this day, [T-26] has remained to be one of the top choices for experimental,
grunge, techno and modern fonts, and encompasses the work of numerous
well known type designers such as Margo Chase, Stephen Farell, Rian Hughes
and Chank. Going back to his musical roots, Carlos started "Thickface
Records" in 1998 to experiment musically as well visually. The label currently
features Deep, Woolworthy, EVL, Everplastic, Micronaut, Ecohed, Jive Council
and Sister Machine Gun.
Carlos, a motorcycle fanatic, was born in Santiago, Cuba and came to the
United States in 1965 at the age of 9 and grew up in Miami. Carlos then
joined a band as the drummer for 9 years and never gave up music as one
of his main passions and continues to DJ. His first job was as a production
artist at an envelope company. Eventually, he worked for numerous advertising
agencies, such as Marsteller, Foote Cone & Belding, Young & Rubicam, BBDO
and more. According to Carlos, a sign of a good art director is knowing
when to stop. Remaining humble, he reminds everyone to be true to themselves.
Throughout his life, his motto has always been "Communication that does
not take a chance does not stand a chance" and Carlos has lived by it
to this day.
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SEGURA
INC. 1110 North Milwaukee Avenue. Chicago, Illinois 60622-4017. (t) 773.862.5667
(f) 773.862.1214 (e)
info@segura-inc.com
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