Matt Owens, co-founder and Chief Design and Innovation Officer at Athletics, discusses the evolution of graphic design from the 1990s to today. He highlights the significant gap between design education and real-world application, stressing the need for critical thinking. The conversation dives into the influence of Flash on early digital creativity, contrasting it with today's tools. Matt also emphasizes the importance of curiosity and a rebellious spirit as designers navigate their careers, seeking personal expression amidst the industry's challenges.
The transformative evolution of graphic design since the 1990s reflects the interplay between technological advancements and shifts in creative practice.
Matt Owen's book, 'A Visible Distance,' serves as a vital resource for understanding modern design challenges through personal and historical insights.
Balancing personal expression with commercial demands in the face of increasing complexity is essential for designers to maintain their artistic integrity.
Deep dives
Transformation of Graphic Design
The discussion highlights the significant transformation graphic design has undergone since the 1990s, driven by advancements in technology such as desktop publishing and the rise of the internet. This era marked the emergence of postmodern graphic design, characterized by a keen interest in integrating critical theory into design practice, which coincided with societal and political changes. Unlike the 1990s, the current landscape of graphic design has seen a fragmentation into various sub-disciplines, including product design and branding, leading to a lack of central discourse on what it means to be a graphic designer today. This transformation raises questions about the identity of graphic designers as they navigate through an increasingly complex and siloed field.
Insights from 'A Visible Distance'
The conversation touches on Matt Owen’s book 'A Visible Distance,' which serves as both a memoir and a practical guide for current and aspiring designers. It captures insights from Owen's 30-year career and offers reflections on the challenges faced in navigating the graphic design industry today. One key point is the necessity for new designers to understand the complexities of modern practice while retaining a focus on craft and creativity. The book is intended to equip readers with the tools and knowledge needed to address the ongoing existential questions in the field, thus bridging the gap between historical context and contemporary practice.
The Role of Independent Design Studios
Owen discusses the evolution of running independent design studios, comparing the challenges faced today with those from his early career. While historical barriers limited access to resources and opportunities, today’s designers benefit from technology that allows them to start businesses more easily, yet they also face increased competition and complexity. The concept of authorship remains a central tenet, with designers aiming for creative control over their work, though achieving this can be more challenging in a fragmented industry with varying expectations from different sectors. This complexity highlights the importance of adaptability in defining what it means to be an independent designer in the current climate.
The Balance of Creativity and Commerce
The conversation delves into the tension between personal expression and commercial imperatives in graphic design. Owen expresses concern over the corporatization of design, where the focus has shifted from creative experimentation to meeting business needs, often at the expense of individuality. He underscores the importance of fostering an environment that encourages creative exploration within client projects while also understanding the business context in which design operates. Balancing these elements is crucial for designers to maintain both their artistic integrity and their relevance in the marketplace.
Looking Ahead: The Future of Design
Towards the end of the discussion, Owen emphasizes the need for critical thinking and demystification in the evolving design landscape. He notes that technological shifts, such as the rise of AI, present both challenges and opportunities, creating a new generational divide rather than a straightforward conflict between traditional and modern design practices. This complexity, coupled with an ever-changing socio-political environment, underscores the importance of resilience and adaptability among designers. Ultimately, fostering a mindset of curious optimism will be vital for navigating these uncertain times and for driving innovation within the industry.
Matt Owens is co-founder and Chief Design and Innovation Officer at Athletics, a brand studio based in Brooklyn, and author of the book, A Visible Distance: Craft, Creativity, and the Business of Design. A graduate of Cranbrook’s Graphic Design Program, he previously worked as an art director for Methodfive, founded a small design studio, One9nine, and self-published the Flash-experimental design quarterly Volumeone. In this conversation, Jarrett and Matt talk about the gap between graphic design education and practice, the parallels between design today and design in the 1990s, and why Flash was a transformative piece of design software. Links from this episode can be found at scratchingthesurface.fm/269-matt-owens.
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