area: 100 graphic designers, 10 curators, 10 classics

Description

Taken for granted for a long time, graphic design has over the past decades crept more and more into the consciousness of the general public. And rightly so: in our increasingly visual culture, it is an omnipresent form of creativity, something we are all influenced by whether we like it or not. Every logo, every poster, every CD cover confronts us with graphic design in some shape or form. It is the basis of all visual communication and arguably the most pervasive creative discipline of our times. Essentially an exhibition in a book, this title presents the 100 graphic designers arranged in an A to Z order. Each of the designers is featured over two double-page spreads, which are extensively illustrated with examples of their work. Alongside these examples, a 400 word text by the selecting curator explains his/her choice and illuminates the depicted work. The reproductions are further complemented with extended captions and biographical information on the designer. The book is characterised by the enormous diversity of the 100 graphic designers. Showcasing talents from Minneapolis to Macao, Area opens the door to the work of emerging designers practising in more than 25 countries around the world. It reflects a unique multitude of styles, ideas, and influences: an endless range of creativity from the playful, digital graphics of Eboy in Berlin, to the regional aesthetics of Chaz Mavyanne Davies of Zimbabwe or Ahn Sang-Soo of Korea; from the political awareness of Iran's Reza Abedini, to the more sober and traditional designs of the Italy's Leonardo Sonnoli. Beyond this extensive survey of contemporary graphic design, the 10 curators were also asked to choose what they consider a design 'classic,' i.e. a piece of printed design from any era that is of particular significance to them. These 'classic' pieces are showcased in the shorter, second part of the book, each accompanied by a brief text explaining how the 'classic' piece fits into the selecting curator's general view and philosophy of graphic design. Despite the large number of already existing titles dedicated to graphic design, Area promises to be unique in its exciting design, its clear and interesting concept, its truly global scope, and its fresh and unconventional content.

Anthon Beeke is known as the ultimate provocateur and enfant terrible of Dutch graphic design. He was a partner of the legendary Amsterdam design firm Total Design before creating his own design agency in 1989, Studio Anthon Beeke. He is Chief Lecturer in the Department of People and Information at the Design Academy, Eindhoven. Nick Bell is Director of UNA designers in London and Art Director of Eye magazine for which he has won numerous design awards. Bell has lectured widely in both the United States and Europe. Ken Cato is Chairman of Cato Partners, established in Melbourne in 1970. Cato was President of AGI from 1997-2001, creating in 1991 AGIdeas, which has become the world's foremost student graphic design conference. Shigeo Fukuda is one of the world's leading contemporary visual artists. With graphic design as his base, Fukuda is active in a variety of genres including sculpture and environmental and monumental design. He is Visiting Professor at the Tokyo National University of Fine Arts and Music, and Chairman of the Japan Graphic Designers Association. Fernando Gutierrez is a partner of the international design firm Pentagram and, since 2000, Creative Director of Colors magazine. He is Art Director of Matador magazine and frequently works for the daily newspaper El Pais, in addition to being Consultant Creative Director for the Museo Nacional del Prado in Madrid. Werner Jerker, who founded the Ateliers du Nord in 1984, is a renowned Swiss graphic designer. He designed the acclaimed Pavilioin Signalschmerz for the Swiss Expo.02 and is Chair of the Visual Communications Department at the Hochschule fur Gestaltung, Kunst und Konservierung (HGKK), Bern. Uwe Loesch is one of the world's most important poster designers, winning numerous awards throughout her 20-year career. Since 1990 a Professor of Communication Design at the University of Wuppertal, Loesch is an eminent teacher with great influence on recent generations of young designers. Stefan Sagmeister formed Sagmeister Inc. in 1987, focusing on the music industry. His work has received four Grammy nominations and many international design awards. A frequent lecturer and participant in international design juries, he is a leading advocate of change in the design world. Serge Serov is the foremost spokesperson of graphic design in Russia and Eastern Europe. He is Founding President of the Golden Bee Moscow International Biennale of Graphic Design and Head of the Graphic Design School at the College of Applied Arts in Moscow. He also works as an editor and curator of prominent graphic design exhibitions. Omar Vulpinari is Head of the Department of Visual Communication Design at Fabrica in Treviso, Italy. He has been a consultant to the

My heart sank somewhat when I was asked to do this piece. Just what we need, I thought, another 'review' of work we've all seen before. ... But when I started to trawl through the pages, everything changed. Not just because the work contained in Area is great, or original ... but just that it's fresh and has an opinion. ... The curators have chosen wisely but, what really makes the book come alive is that they express their own reasons and agendas for their choices. Each entry is written from a personal perspective - read the piece by Sagmeister on Ji Lee, it's great. This is not about a committee or judging panel, just people's opinions. I hadn't heard about the majority of those included so the work does feel truly different and inspiring. ... The collection is also intriguing in revealing how other designers / cultures / countries view sexuality and political awareness - something the UK could learn from - and also the role of the designer within society. In this country most designers wish to make money - full stop. Some of us feel that as designers we have a talent to communicate and we should invest in our talent to further our view of society (and maybe also make a little money). At fist I was a little disappointed by the layouts although once I got into turning the sheets I realized how sensitive the designer had been to the work they were handling. It is laid out with printed perforation marks implying the collection is almost like a set of stamps (if only). ... With such a great choice of work it's hard to pick out any specific people - there is really not one disappointing inclusion... So this is my advice: buy two copies, cut one up and hang it in your studio for a month - it will be the cheapest but best way to get some inspiration and as Fernando Gutierrez says in his piece about Jonathan Ellery, 'it sounds simple enough and that is the point. That is what graphic design is all about.' Domenic Lippa, design director of Lippa Pearce Design, Creative Review UK, September 2003