Before pursuing my degree in graphic design, I had greatly considered the possibility of fashion design as my career of choice. Much of the credit for that needs to go to, my then girlfriend, Raechel. She's the one who helped 'guide' my fashion sense in the right direction until I gained a style of my own.
This affection for fashion greatly aided me as a designer and still is one of my biggest design inspirations. I fell in love with textures and patterns. Even still, great color combinations are enough to stop me in my tracks and initiate an extended oogling session.
Fashion is such a big part of our culture and daily life. We all stand in/in front of our closets every morning and decide what the best option is for the day. We go to the mall or boutique shoppes and see the new collections. We watch the red carpets and take note of 'who' is wearing 'what'. So, it comes as no surprise that so many fashion designers are household names. We know Calvin Klein, Tommy Hilfiger, and Ralph Lauren. Same goes for specific stores: J. Crew, Gap, A&F...We can recognize their work from across our overstock store of choice. They've each created their own specific cultures and styles that carry through seasons and collections.
So, why don't we have a collection or household-name graphic designers? It's not for lack of exposure. We see just as many logos in a day as we do Polo shirts. It's not for lack of brand recognition. Any 5-year-old could name the owner of the Swoosh (Just so you don't feel stupid, it's Nike).
I think the lack of celebrity graphic designers is caused by 2 reasons: Lack of education and Lack of Value.
In an age of incredible technological advancement, it's too bad that there's not more emphasis on the design industry as a facet of the arts. I'm not talking about just graphic design, but industrial design as well. But, if I'm gonna complain about something, I should do something about it...
Here are 3 iconic designs, and more importantly, their designers, of the 20th century that every designer could tell you about that are not common knowledge, but should be:
Apple imac
In 1998, Apple changed the face of personal computing. For the first time, an emphasis was not only placed of performance, but also outer design and efficiency. This product set the stage for Apple's domination in the industry and stemmed a slew of other products like the iPod and iPhone.
Cue influential designer #1: Jonathan Ive. Steve Jobs called on the british industrial designer to design the now famous, colorful, one-cord imac. Critics regard Ive's work as being among the best in industrial design, and his team's products have repeatedly won awards such as the Industrial Designers Society of America's Industrial Design Excellence Award.
Ive's innovations have not only changed the face of Apple and the computer industry, it's set the standard for design approach in nearly every facet of marketing to the modern consumer.
Nike Swoosh
This story may be a little more well known, but also one worth telling...
In 1971, Carolyn Davidson, a young graphic design student at Portland State University, was hired as a freelance designer to develop a logo for a small footwear company, Blue Ribbon Sports. Davidson concepted a few designs and presented to the BRS board. The chosen design was what we all now know as the Swoosh. Davidson presented an invoice to BRS for a total of $35 (yes, she charged at a rate of $2 per hour).
Today, any designer would be appalled by a single-digit hourly rate. In 1983, after Nike experienced incredible growth and became a household name, the value of that simple logo was exponentially more than its initial price tag. Bill Knight, CEO of Nike, understood that value. 12 years after the fact, he presented Carolyn Davidson with a diamond Swoosh ring and an envelope full of Nike stock.
Would Nike be what it is today without the swoosh? Honestly, I don't think so. A great mark paired with quality marketing is what sent Nike over the top.
Could you get a Nike-caliber logo from a logo contest website? No. Why? Because you aren't valuing your logo. And, you're working with designers who also don't value your logo, or the time they put into it.
(Rabbit trail alert) See, here's the thing. Sites like 99designs.com and postings on craigslist for design contest are the industry equivalent to a puppy mill: The breeder cares nothing about your dog, just your money. If you want a quality dog, you go to a breeder who respects the pedigree and the breed. He cares less about your money and more about the quality of his finished product. Are you understanding the analogy???
Ok, back on track...
ABC logoAmerican Broadcasting Company's timeless logo was created by famed designer, Paul Rand. Among his many designs for many notables such as UPS, IBM, and White Westinghouse, Rand
was ABC's choice to redesign their identity. As described by logoorange.com:
[Rand] reduced the information to its simple essence while achieving a memorable and unique image. The continuing legacy of the Bauhaus and Herbert Bayer's universal alphabet informs this trademark, in which each letterform is reduced to its most elemental configuration.
Summed up, Rand focused on the recognizable and memorable.
