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Ivan Chermayeff & Tom Geismar
A design team who has designed iconic logos and brand identities. They introduced abstract design in corporate identity in the U.S. They design noteworthy exhibitions for major art and cultural institutions. They have not limited themselves to a particular style. They see each design as a problem that needs to be solved and pursue the best solution regardless of the form.They have designed more than 100 corporate identities that include NBC, PBS, Screen Gems, Chase Bank, Mobil, Pan Am, and many more. They are great at coming up with new ideas and being able to sell their ideas.
Yusaku Kamekura
Combined European modernism with traditional Japanese aesthetics. He designed the first Olympics posters to use photography and led and organized the Japanese graphic design profession. Studied the Bauhaus and Constructivism. His work blended the functionality of these modern movements with the lyrical grace of traditional Japanese design. His designs have a minimal aesthetic that used color, light, geometry, and photography.
Herb Lubalin
He mastered expressive typography and typography and type as image. Establish an influential type foundry called Uppercase and Lowercase. He didn't consider himself a typographer. He thought of himself as someone who designed with letters. He loved to make type more expressive and didn't always follow traditional rules. He manipulated letterforms, incorporated flourishes and added some humor. Type became and image. He co-founded ITC and he edited and designed the journal U&lc, a respected source for inspiration and information.
Seymour Chwast
Combines illustration and design, incorporates historic styles, co-founded Push Pin Studios. He is inspired by comic books, Victorian Type, and Walt Disney. He merged illustration and design in a big departure from modernism. He brought back historic styles and blended them in a fresh way, creating fun and expressive visuals.
Milton Glaser
Blended historic styles to move past modernism, designs iconic logos, posters, magazines, and restaurants, and influences others through writing and teaching.
George Lois
Designed iconic and controversial magazine covers and developed advertising campaigns for top brands such as MTV, Stouffer's, Aunt Jemima, and Jiffy Lube. He is an advertising man and he considers himself a communicator, not a designer. He got hired as a cover designer for Esquire and wanted to make covers that would catch people's eye and make them buy the magazine.
Wim Crouwel
Designed radical typefaces for computer use, co-founded influential multidisciplinary design studio, and developed a grid system for museum communications. He was a Dutch designer and designed type that was clean and functional. He and four other designers formed a company called Total Design. He created a typeface called New Alphabet that would work well with the upcoming computers. He designed the letters using a rectangle.
Walter Landor
Pioneered design based on consumer research and built one of the largest brand design agencies. He was always aware of his audience and studied the consumer to improve his designs rather than focusing on awards or impressing his peers with his designs. He didn't think of design as art he thought of it as communication. He knew that the package itself must send a message through strong shelf impact. He sought to make emotional connections between the brands and consumers.
Otl Aicher
Designed grid based pictograms and co-founded the Ulm School of Design. He designed comprehensive identity systems for companies such as Lufthansa German Airlines, Braun, and chemical company BASF. He designed a system of pictograms for the olympics that represented the different sports. The Ulm School of Design was based on the Bauhaus but expanded to include the science of semiotics and the study of signs and symbols. He designed two typefaces including Rotis.
Micahel Vanderbyl
He helped establish San Francisco as a design hub. He is a graphic designer but he also designs furniture, show rooms, and products. He proves that if you can design you can design anything. His early graphic design work combined simple typography with playful postmodern elements like pastel palettes, diagonals, textures, and patterns.
Peter Saville
He designed influential album covers and focused on conceptual imagery to make an emotional connection between bands and their fans. He co-founded a record company called Factory Records and this gave him a lot of freedom designing covers. He was able to design without creative, budgetary, or time constraints.