I’ve always thought it was strange that many people know the names of the important architects and artists and fashion designers, but don’t know the names of the graphic designers. We can all learn from their pioneering spirits. Not in the sense that I want to design something that looks just like Alexey Brodovitch did it, but that I want to look at something in a new way like Alexey Brodovitch did. I know I get so much inspiration from history. It also teaches us about culture, politics, and economics. We learn more about theory and core principles, and we develop our critical skills. Well, understanding history makes us better designers. Why is it important to know WHO did it and WHEN? You share some of the groundbreaking design decisions like Alexey Brodovitch incorporating white space and double-page spreads into magazine design. But, design is still about solving problems, and many of the problems are the same: How do we make something stand out? How do we make complex information clear? How do we create a memorable identity for an organization? It helps to see how others have solved those problems so much of what we can learn from them can be applied to what we’re doing now. We’re designing for screens and devices that were unimaginable a generation ago, and the tools we use are completely different.
You’re right, design is changing so quickly. Given the ways design is constantly changing (now at a faster pace than ever), what can we learn from designers who worked 30-40-50 years ago?
You’ll start by looking at all the images, but as you keep paging through the book, you’ll settle into dozens of personal and professional stories you’ve probably never heard before.Ī few weeks before coming to Washington, D.C., to discuss his book and talk about the broader world of publishing at an intimate salon, Clifford discussed some of the themes with Scott Kirkwood, Communications Chair for AIGA DC. “Graphic Icons” goes beyond the big names like Saul Bass, Paula Scher, and George Lois to include lesser-known figures who introduced the concept of corporate identities, brought white space to magazines, designed the first abstract corporate logos, and invented infographics Clifford also profiles some of the first minorities to rise to positions of power. Whether you spent years studying graphic design in school or came into the profession by another route, John Clifford’s book, “Graphic Icons: Visionaries Who Shaped Modern Graphic Design” is a great way to acquaint yourself with the history of the profession.
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