My final project for this class is to write a design essay on a chosen designer from a set list and creating my own question or argument to shape the discussion. This will allow me to focus on a specific aspect of their work, exploring their history, notable projects, creative process, and overall impact on design. Once the essay is complete, I will design a dedicated website to present my research, ensuring the content is both clear and visually engaging. This project will combine in depth academic analysis with creative digital design, giving me the opportunity to showcase both my research and presentation skills. Whilst I tend to struggle with coding digitally, I am excited to try this idea out and see what I can come up with for my idea.
Before I begin my essay planning, I decided it was necessary to explore a variety of influential designers across different eras and disciplines to understand their significance in shaping visual culture. By researching figures such as Saul Bass, Wolfgang Weingart, Paula Scher, David Carson, and Louise Fili, I can identify their unique approaches, innovations, and historical impacts each brought to design. This will give me a stronger foundation to decide on a designer for my essay and to develop a focused question or argument that draws on their creative and cultural impact.
Saul Bass was a pioneer of minimalist, best known for revolutionising film title sequences and creating timeless logos. His work for films I’m a fan of such as Psycho, Vertigo, and The Man with the Golden Arm **showed how film cards could communicate mood, story, and style before the film even began. Bass’s corporate identity work for companies like AT&T, United Airlines, and Warner Communications demonstrated his ability to distil complex brand values into striking, memorable visuals. His influence continues to inspire designers to value simplicity, clarity, and storytelling in visual communication.
Often referred to as the father of New Wave Typography, Wolfgang Weingart challenged the strict rules of Swiss design in the 1970s and 80s. While he was trained in the precision and order of the International Typographic Style, he pushed boundaries by introducing experimental layouts, layering, and expressive typography. Weingart’s work influenced a generation of designers to view typography not just as a vehicle for information, but as a dynamic visual element in its own right. His teaching at the Basel School of Design also left a lasting educational legacy in pushing creative exploration.
David Carson is often credited with redefining visual communication in the 1990s through his grunge-inspired, rule-breaking typographic style. His work for Ray Gun magazine and other editorial projects embraced illegibility, distortion, and asymmetry to evoke emotion and attitude. While controversial, Carson’s approach sparked debates about the role of readability versus expression in design. His influence is still seen in experimental typography and branding that prioritises personality and mood over strict adherence to grid systems and hierarchy.
Louise Fili is renowned for her elegant, historically inspired typography, especially in branding and packaging for the food and hospitality industries. Drawing inspiration from Italian and Art Deco design, her work celebrates craft, ornamentation, and lettering traditions. Fili’s designs often blend nostalgia with modern refinement, making her a leading voice in type-driven brand identity. She has also contributed greatly to the appreciation and preservation of hand lettering, influencing designers to value the artistry of typographic detail in a digital age.
Upon reviewing these designers, it has highlighted how many creative approaches can shape design history. Saul Bass used simplicity and strong concepts to transform branding and film titles, while Wolfgang Weingart broke from tradition to make typography expressive. David Carson prioritised emotion over convention and Louise Fili celebrated history and craftsmanship in type. Understanding their impact helps me see how different philosophies can influence visual culture, giving me a stronger foundation to choose my essay subject based on whose style, significance, and approach best align with the argument I want to make.