Carlos Segura, a cuban born who has lived in the US since 1965, began working for publishing bureaux, such as Marsteller, Foote Cone & Belding, Young & Rubicam and Ketchum, both in Chicago and Pittsburgh. Feeling disappointed with his creative work, he launched Segura, Inc. in 1991. Afterwards, he created T-26, a new digital type foundry, and founded an independent record company, Thickface Records, Inc. He thinks of himself as a fortunate man because of the interesting works that he has done, for meeting wonderful people and for doing what he really enjoys for a living.

Have your Cuban roots influenced you visually?

Yes, but not in expected ways, and not specifically to my field. In fact, it isn't even a singular byproduct of being Cuban, but more a cause of what being Cuban meant back in the mid 60s in Miami. Back then, the Cuban population was just beginning to invade Miami, and there was a considerable amount of racism fed by fear, which obviously led to conflict. While growing up, we were constantly involved in the fight.

What is your opinion of Latin American Design?

I suspect that the greatest divider between regions is resources and not talent. Every corner of the world is overflowing with talented people, and Latin America is not different, I recently spoke in Brazil and I continually heard this from all the designers I met. They are desperately trying to create a greater presence and awareness of the talents in that region, but they find that their biggest obstacles are "life" and the problems that always seem to take center stage there.

People don't seem to place importance in "design" when they have so many other things to concern themselves with. This muffles opportunities and makes it hard for someone to prosper in a field that is seen as unimportant by most. The ones who do find a chance, are often to sell their talents for less than is worth. But things are changing because the talent is so great.

Is it more difficult get work in America being from a Latin origin?

I have never felt discrimination in my field. It's probably due to the fact that the specific category of design I have chosen is more "experimental" and is comprised of a larger group of "open minded" people (as opposed to "corporate" work).

What was your motivation to form T-26?

This is a very long story but I will try to shorten it as best I can. Back in 1994, which was a very energetic and experimental period in USA graphic design, it was difficult to find experimental typography at one source. If you wanted to something unique, you would either have to do an extensive search, or draw it yourself. Additionally, I wanted to start a company that would do three things... 1) Support new up-and-coming talent, 2) Create something that would "eliminate" the client, and 3) Create new policies in our industry that would take the realities of the marketplace into account. Thinks like, a) Allowing your customers to send their purchased fonts to service bureaux with out requiring them to purchase it again. We know that people do it anyway. And we know that it is unrealistic to expect a service bureau to own every font on the market. Even if they had purchased the same font, it may not be the same version, and could still cause an error. One that the customer will probably have to pay for, and b) Offering 40% discounts to students. It is hard to be a student. and it's expensive, so we try to help when we can , c) Every font comes with a 10 printer license. The industry standard in 1994 was 1.

What do you think is the future of typography?

Very secure. We will continue to see breakthroughs and new ways of thinking, no to mention applications. The general public is more exposed to typography today than ever before, and it started with design and the rules that were broken.

Where do you think new media will take design?

I think new media is also secure, and will offer us greater opportunities. But I don't think it means "the end of print". As long as humans walk this earth, there will be a desire to hold a document, magazine, book or any other beautiful physical piece in your hand. It's a wonderful exchange that happens when you feel textures and objects though your fingers, You can't do that looking at a screen. There are plenty of things that new media does, that print doesn't. And that is the best thing of all, one will not negate the other.

What do you think were the greatest hits and misses of postmodern design?

This is too big for me to answer. I believe all is good. Even bad is good because you either learn from it, or you use it as a springboard to go somewhere else. I actually do this to myself on purpose and often. I try to behave as a "sponge" so i can capture things around me as much as I can. For example, I like music very much, and have a pretty good collection of CDs. I often go to music stores and buy music I either know nothing about, or don't like. When I listen to it, it forces me to think differently that I would ordinary would, and that makes me feel good. And it makes me better.

How do you balance your creative work vs. Business management?

I don't. And never have. I am my work. Everyone who knows me often asks me why I don't take vacations, I just don't find the need to "get away". I have nothing to get away from. When my wife does find a way to drag me away, I find myself thinking about work, or when I'll get back.

What is the secret of your success?

Stay true to yourself. Even at the risk of failure, you will only do the kind of work you show you can do. Don't show someone something because it is what "they" want to see. Show them what "you" want to do. If they don't like it move on. 2) Be open minded. Really. Don't just say so, do it. 3) Stay small. This permits you to only take the kind of work you "want" to do, not the kind of work you "need" to do. 4) Be firm. Remember that you are a professional, and you know what you are doing (or so we hope). 5) Be responsible, and behave like it. If you want people to take you serious, then be serious. This doesn't mean you can't be "yourself" (whatever that may be), but always "deliver". It does count.