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Lecture review: Adrian Shaughnessy


Adrian Shaughnessy, as known as a co-founder of Intro, talked about changing the function of graphic designers.



He dedicated most time at Intro in '90s especially for the music industry. Their works are widely known as several popular musicians album jackets such as Primal Scream, Oasis, The Prodigy etc.
In '90, music industry was prosperous in UK, so that graphic designers also had more possibilities to challenge experimental methods and simply larger number of works. However after invention of digital media for the music such as mp3, needs of physical production in the industry was constantly declined.

After this decade, Shaughnessy decided to spread out his area not being only a graphic designer, but also some other fields: publishing which can actively produce his point of view. Unite Edition, focuses on high-quality, affordable books on graphic design and visual culture, was founded by him. He is also working as a writer on several design magazines, and as an editor on Varoom magazine. His book named 'How to be a Graphic Designer Without Losing Your Soul' was one of catalysis for me to come to London as a student.

His consistent philosophy that a graphic designer should not be just a graphic designer is still strongly remaining in my attitude each time when I consider some design works. Especially, his 15 paradoxes for graphic designers let graphic designers mind refabricate. Occasionally graphic designers tend to consider that clients never understand what we present or is aesthetics, however, if we were clients, designers could be act as like a snob. So, as seen on his philosophy, 'There’s no such thing as bad clients. Only bad designers' or 'The best way to become a better designer is to become a client', designers more need to communicate to clients to understand each other's point of view. This paradoxical idea probably came from his experience working as an editor who needed to decide proper designers for each element on the magazine.

He even spreads his field wider such establishing the radio station and working as a visiting professor at RCA. I definitely believe that 'a designer's brain is capable of much more than making things pretty', however, now designer could more spread their concern not only to other occupations in creative fields, but also to other specialities.

12 Jan 2011
18:00 – 19:00 Professional Practice lecture MACD1 at G12 Southampton Row
by m-s-c | 2011-01-22 00:48 | Research
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