ULL Fine Arts Dean Discusses Design, AI, and Bureaucracy

Bernardo Antonio Candela Sanjuán is the head of the Faculty of Fine Arts at the University of La Laguna (ULL). He was born in Ibi (Alicante) in 1987 and is a permanent lecturer at the same faculty. Candela Sanjuán holds a PhD from the ULL and teaches on the Degree in Design and the Master's in Innovation in Design for the Tourism Sector. He has a degree in Technical Industrial Design Engineering from the Polytechnic University of Valencia, a Master's in Design and Manufacturing from the Jaume I University of Castellón, and a Master's in Innovation in Design for the Tourism Sector from the ULL. He is part of several national and international research groups in his field and conducts his research at the ULL's University Institute for Women's Studies.

Journalist: Just a quick question. Is there always sociology behind design? Candela Sanjuán: Good design always comes from a deep understanding of the society it's intended for, its audience, consumers, and users.

Journalist: So, it's not just about looks? Candela Sanjuán: No, it's not. Design isn't about random aesthetic choices. It's about solving problems or meeting needs, whether for communication, graphics, products, services, or systems. This involves creating and planning, while understanding the surrounding cultural, economic, and environmental contexts. Every brand reflects shared values and hopes, so understanding social trends is crucial for sending clear and meaningful messages.

Journalist: Is a strong brand a valuable asset? Candela Sanjuán: Absolutely.

Journalist: Why? Candela Sanjuán: A brand is one of the most valuable and complex intangible assets a company can manage.

Journalist: How valuable? Candela Sanjuán: This applies not just to private companies, but to any public body, institution, territory, or even individuals. A strong brand is a strategic advantage that represents your identity, values, and reputation. Building a good brand takes significant time, resources, and effort. Its value can be immense, often surpassing the worth of physical assets.

Journalist: Taking a starfish from a Miró painting and two colored dots to represent a bank – is that luck? Is it right? Candela Sanjuán: In that specific case, it was a communication strategy. In the late 1970s and early 1980s, La Caixa faced challenges with its identity and image. They decided to create their own corporate identity. After assessing their market position, leaders realized they needed to communicate their values using a timeless and universal visual language.

Journalist: And they turned to Joan Miró. Candela Sanjuán: This led to a commission, which Joan Miró accepted. This corporate identity wasn't his only contribution. Years later, he also agreed to create a tourist brand for Spain, "Miró's Sun," which is still used today despite some attempts to update it.

Journalist: Other artists did similar things, didn't they? Candela Sanjuán: Yes, art has been used in brand design before. Salvador Dalí designed the Chupa Chups logo. In the Canary Islands, César Manrique designed the territorial brand for Lanzarote. In 2024, Lanzarote Tourism needed a new visual identity for the island, and while Manrique's design remains, it now plays a secondary role as the brand for the Lanzarote Biosphere Reserve. (I mentioned to Professor Candela Sanjuán that I was impressed by the corporate design schools in Venezuela and how some advertising agencies there worked, like the famous Ars, whose professionals drew inspiration from North American design schools. My extensive knowledge of design in that country led me to create covers for the limited-circulation bulletin Canarias Confidencial, which was published for 25 years in the Canary Islands and Venezuela, and was even printed in Venezuela due to lower costs).

Journalist: Let's talk about AI, which is a must-ask question. How is it affecting corporate design? Candela Sanjuán: AI is changing how professionals work.

Journalist: For the better? Candela Sanjuán: It allows for automating tasks, generating visual options, and analyzing user behavior very quickly. However, the real challenge isn't the technology itself, but how we use our judgment. AI can either boost creativity or make it superficial, depending on how it's applied.

Journalist: The Faculty of Fine Arts at the ULL has introduced a new five-year double degree. Is it the first? Candela Sanjuán: Yes, we've launched the double degree in Fine Arts and Design. It's the first of its kind in the Canary Islands and one of the few in Spain. Over five years, students gain comprehensive training that blends artistic sensibility with strategic project planning and practical innovation. It's designed to produce well-rounded, contemporary professionals.

Journalist: And what are your immediate goals as dean? Candela Sanjuán: Our main aim is to continue strengthening the Faculty of Fine Arts as a hub for creation, research, and innovation. We want to build stronger connections with the professional world and society, ensure our degrees are accredited, and promote international collaboration. We're also focused on reducing the excessive bureaucracy that often hinders creative work. (Regarding bureaucracy, I'll share a couple of examples I've heard about. University administration sometimes requires boarding passes, which are rarely used now, to justify professors' travel, for instance, to attend a thesis defense or serve on an international selection committee. They also don't allow a professor to leave their car in airport parking for more than 48 hours, even though a taxi from Los Rodeos to Tabaiba can cost 60 euros each way).

Journalist: Bernardo, what percentage of success can good brand design contribute to a company? Candela Sanjuán: There's no exact figure.

Journalist: But... Candela Sanjuán: Good design doesn't guarantee success, but poor design can certainly harm it. In a market flooded with information, consistent visual and narrative messaging is what sets apart organizations that successfully connect with their audience on an emotional level.

Journalist: How are Fine Arts studies structured at the University of La Laguna? Candela Sanjuán: The Faculty offers degrees in Fine Arts and Design, along with official master's programs like the Master's in Innovation in Design for the Tourism Sector. We combine artistic, technological, and theoretical education, encouraging interdisciplinary and socially conscious projects. Our teaching approach emphasizes experimentation and critical thinking.

Journalist: Forgive me for pressing. Will AI eliminate personal creativity? Candela Sanjuán: I don't think so.

Journalist: It seems to be heading that way, in my opinion. Candela Sanjuán: No, because human creativity isn't just about producing images or ideas; it's about giving them meaning. AI can copy styles, but it can't replicate the personal experience, emotion, or cultural background that make a piece of work or a design significant.

Journalist: I'm returning to bureaucracy. Will the excessive bureaucracy in Spanish public universities stifle the creativity of the university community? Candela Sanjuán: It's a genuine risk.

Journalist: Why? Candela Sanjuán: Because necessary administrative processes shouldn't become barriers to innovation. We need a more efficient university that recognizes and values creativity and knowledge sharing as much as academic output. (To conclude, I'll ask Professor Candela Sanjuán a question that might seem a bit cliché, but I want an expert's perspective and feel I must ask. Please bear with me).

Journalist: Does someone need to be an artist, in the traditional sense, to be a good graphic designer? Are these qualities inborn or can they be learned? Candela Sanjuán: Design shares an appreciation for aesthetics with art, but its purpose is communicative and functional. There's an element of natural talent, yes, but design is learned. The eye is trained, analytical skills are developed, and empathy with the user is cultivated. Ultimately, being a good designer involves a blend of intuition, method, and visual knowledge.

Journalist: Amen.