Q&A: Daniel Reed Designer, The Cafeteria Studio

Jo Francis
Monday, October 24, 2016

Sheffield-based Daniel specialises in design and typography, and his enthusiasm for all things print-related is such that outside of his day job he works on other projects and has created four new typefaces including Incido, which is made up entirely of straight lines (see daniel-reed.co.uk).

He’s 25 and has spent five years in the industry. Somehow he also finds time for playing the piano, snooker, football, running, reading and travelling when not working. 

What is your nickname?

I don’t really have a nickname but in school I was called Reedy

Why did you get into printing?

I got into printing through my job as a designer, my first job being a vinyl record that needed producing on a litho press

What would be your dream job?

Formula One driver!

Who would play you in a movie about your life?

I’d like to say Brad Pitt, but it would probably be someone geeky like Michael Cera

What is your dream bit of kit?

Nissan 370z, or those speakers that you can set up in all your rooms at once

What would you most like to print? 

Vinyl artwork for Radiohead

What is your favourite film?

Love a bit of Sci-Fi, so 2001: A Space Odyssey

What is your favourite TV show?

Sopranos, Mad Men, Westworld

Who or what do you hate the most?

As a frequent user of the train from Manchester to Sheffield, the lack of seats/carriages

Who do you admire most in the industry? 

My old design teacher James Corazzo who works at Sheffield Hallam University. He always made you think differently about a problem that needed solving

What is your favourite phrase or saying? 

‘Can you make the logo bigger?’

What is your favourite album? 

Man Made Object by GoGo Penguin

What is your favourite book and what book are you reading at the moment?

My favourite books would be The Dark Tower series by Stephen King, but I am currently reading Philip K Dick’s Do Androids Dream of Electric Sheep?

What is your greatest luxury in life?

Having the time on weekends to explore and relax

What is your greatest ambition? 

To have built up a successful business and have a family to go home to

Who or what makes you laugh? 

Stewart Lee, Stephen Merchant, Vic and Bob

What was your childhood obsession?

Milkybar yogurts

Most embarrassing moment?

Being stood on stage when I used to play in an orchestra and missing my cue for my solo in front of a few hundred people

Which superpower would you like to have? 

The ability to fly

Where would you go if you could time-travel? 

I’d go into the future and see how technology has advanced, and steal the numbers for the EuroMillions

What is the worst kind of print? 

Anything that gets wasted or not recycled

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