The field of graphic design has grown exponentially since its inception, which arguably began with the popularization of the printing press. Even so, the creative mind has been contemplating the aesthetics of communication long before humans developed a formal system of writing. With graphic design projected to grow 3- 6 percent in the coming years, and with Women’s History Month in March, let’s take a moment to look back at the notable contributions women have made to the field and how women will continue to shape its future.
1800’s & Design: The Omission of Women
Graphic design’s roots are usually traced back to the inception of the role of graphic designer. Before that, one can say that elements of graphic design were aided by the invention of the Gutenberg Press, which gave us the ability to mass produce books and photos. The mass commercialization of works is what lended to the development of the graphic design field. By the mid 1800’s the development of chromolithography introduced the industry to color printing. By 1922, William Addison Dwiggins popularized the term ‘graphic design’ and asked professionals to contemplate and assess how various visual elements contribute to a lasting aesthetic.
Early on, the work was viewed largely as a skilled trade. Given the context and labor that shaped that traditional printing roles, think 1800’s printing presses; compositors, engravers and typographers, and the way women were minimized in the workforce, it’s no wonder their efforts in the field went largely unacknowledged.
Working in the Shadows
According to an MIT journal titled, Alms for Oblivion:The History of Women in Early American Graphic Design, correctly identifying female artists is no easy feat. Many used initials in their work or didn’t care to take ownership of their creations. This is especially true since visual communications and mass production of print and ads were still in budding form and not yet recognized as an art. Yet, the research proves that women played a large part in the development of techniques and practices that helped grow the profession.
Frances Flora Bond Palmer (1812-1876), was a Currier & Ives lithographer based in New York who created some of the company’s most popular lithograph prints. Her original drawings were of commercially iconic American scenes like farmscapes, buildings and steamships. Her unique contributions were a technique for shading backgrounds on lithograph prints and helping improve the tools of the trade. While her work was professionally artistic and evidently advanced, there was no formal acknowledgement of her abilities in her lifetime.
In Design History: An Anthology, we learn of Lydia R. Bailey (1806-1861) a widow who took over the family printing business and led a successful operation in Philadelphia. Her prints and overall brand were well known and appreciated locally. The fact that Bailey inherited the business does underscore another issue with women in the graphic design field. While men had the opportunity to participate in apprenticeships for printing and graphic work, women earned significantly less money in comparison and were informally trained for the work at home, further discouraging women from becoming professionals in the field.
Making Their Mark
Even so, women persevere. Thanks to the relentless devotion to the field and the growing suffrage movement, women continued to make their mark in the world of graphic design. They paved their way in the field of graphic design regardless of the limited opportunities and eventual push out of women from the industry by male-led unions. The women’s civil rights movements advocated for diversification of women’s skills and supported their positive professional development.
Notable Contributions
Though women have had a tougher time gaining recognition in the graphic design field, that hasn’t stopped them from becoming leaders in the industry. Below are just a few groundbreaking women who have made their mark in the field.
- Ruth Ansel – American graphic designer who specializes in magazines. In 1961, she took on her first leadership role as co-art director Harper’s Bazaar. Her work has spanned across various large publications. She has directed work at The New York Times, Vogue, Vanity Fair and Home & Garden. Ansel is known for her tight framing and creative use of space.
- Carin Goldberg – American graphic designer and brand consultant. Her career began at CBS Television as a staff designer and was famously known for her album cover work for many artists during her time with CBS Records and Atlantic Records. She’s known for her typographic style, use of color and compositions. She has served as a professor at the New York School of Visual Arts for over 27 years.
- Carolyn Davidson – American graphic designer whose greatest achievement was the creation of Nike’s iconic swoosh logo. Davidson was discovered while still a student, but her consistent and quality work generated her greatest achievement. She priced the now worldwide known design at just $35 ($225 today) but her work helped rebrand Blue Ribbon Sports as the household name “Nike” that we know today.
- Sylvia Harris – Was an American graphic designer and one of the founders of Two Twelve Associates, a public information design firm. Harris was key in the development of the U.S. Census Bureau sites and the firm’s projects have helped shape crucial hospital systems and other public entities. Hailed as a pioneer in social system design, Harris, known as the “citizen designer” had dreams of serving the public good with her in-depth strategic approach to user-friendly and accessible designs for the greater good.
- Gail Anderson– American graphic designer, writer and educator. As a graduate of the School of Visual Arts in New York, Anderson studied under renowned graphic designer Paula Scher and later joined the school faculty. Anderson is known for her typographic skill, hand lettering and poster designs. Anderson is a partner at Anderson Newton Design and has worked for The Boston Globe, Rolling Stone, and Stop Co. where she has created designs for various Broadway shows.
- Na Kim– South Korea-based graphic designer, illustrator and art director known for her unique book designs. Kim has had various exhibitions around the world, from the U.S. to Japan, Belgium and France among others. Her work is aesthetically bold and her use of space with her installation work is all encompassing in regards to depth and use of typographic elements. Her book covers play a fine line between function and innovation, making for very unique yet evocative designs.
The Future is Female
Graphic design is a female-dominated space. According to Career Explore, an overwhelming 63% of people employed in the field are women. With the graphic design field expected to grow, we can look forward to more amazing work from female artists in the future. While recognition of women’s contributions to design has been documented, given that only 17% of the field’s leadership roles are held by women, we have room left to grow in regards to better representation.
