To honor International Women's Day, we're highlighting ten remarkable women designers whose lasting impact on the design world serves as a constant inspiration. Whether well-known pioneers or lesser-known figures, these designers have made lasting contributions across different areas of design, leaving behind a legacy of innovation.
Carolyn Davidson - The Designer of the Nike Swoosh
In 1971, as a graphic design student at Portland State University, Carolyn Davidson crafted one of the most recognizable symbols in the world today—the Nike Swoosh. Davidson encountered Phil Knight, who was then an assistant professor at the university and co-founder of Blue Ribbon Sports, which later evolved into Nike, Inc. Knight was aware of Davidson's need for extra funds to support her education and offered her freelance work, initially for creating charts and graphs for his company at $2 an hour. The Nike Swoosh was born out of a need for a distinctive logo as Knight ventured into creating his own brand of athletic shoes. Davidson was tasked with designing a logo that conveyed motion and was distinct from competitors like Adidas and Puma. Despite presenting multiple options, the swoosh design—a simple, fluid checkmark that implied movement and speed, also hinting at the wing of the Greek goddess Nike—was eventually chosen, even though Knight remarked, "I don't love it, but it will grow on me." Davidson was paid $35 for her design, equivalent to about $253 in 2022, for what would become an emblem of athletic achievement and cultural significance worldwide.
The impact of Davidson's work extended far beyond her initial compensation. In 1983, nearly a decade after Nike went public, Knight acknowledged Davidson's contribution by gifting her 500 shares of Nike stock (which, after splits, would be worth about $4 million by 2023) and a swoosh-shaped diamond ring, cementing her legacy within the company. Davidson, known affectionately as "The Logo Lady," retired in 2000 and has since dedicated her time to hobbies and volunteer work, including at the Ronald McDonald House at Legacy Emanuel Hospital & Health Center in Oregon. Her creation remains a testament to the power of design in branding and culture.
Carolyn Davidson and the Nike Swoosh. via instagram @interwoven_design
Susan Kare - The Pioneer Behind Apple's Iconic Graphics
Susan Kare, a trailblazer in graphic design, left an indelible mark on technology through her work at Apple in the early 1980s. With a background in fine arts and no prior experience in computer arts, Kare was approached by an old high school friend, Andy Hertzfeld, to design icons for the Apple Macintosh's user interface. Drawing on her experience with pixel-based mediums like embroidery, mosaics, and pointillism, Kare ingeniously crafted icons that were intuitive and universally understandable. This approach effectively created a visual language that continues to influence design to this day. Kare's work on the Macintosh included the creation of the Happy Mac icon, which greeted users upon startup, and the Command key symbol, inspired by Scandinavian folklore signs. Her designs were not just functional but also brought warmth and personality to the computing experience, a stark contrast to the intimidating interfaces of the time. She developed several fonts for the Macintosh, such as Chicago, Geneva, and Monaco, along with the playful Cairo font, which was akin to proto-emojis, incorporating images directly into text.
After her tenure at Apple, Kare followed Steve Jobs to NeXT, Inc., serving as its Creative Director. Later, she founded Susan Kare LLP, a digital design firm that has worked with giants like Microsoft, PayPal, and Facebook. Her work for Microsoft includes the card deck for Windows 3.0's solitaire game, which taught users to use a mouse to drag and drop. At Pinterest, where she joined as product design lead in 2015, Kare continues to apply her design philosophy, making digital environments more accessible and engaging for users worldwide. Kare's contributions have earned her numerous accolades, including a Lifetime Achievement Award from the Cooper Hewitt, Smithsonian Design Museum. Her work is a testament to the power of design in making technology friendly and approachable, and her legacy continues to impact user interfaces and iconography in digital media. Her story and contributions highlight the intersection of art and technology, demonstrating how creative problem-solving and an understanding of human interaction with machines can lead to iconic and enduring designs.
Susan Kare via medium.com
Paula Scher - Revolutionizing Graphic Design
Paula Scher, a titan in the realm of graphic design, has had an illustrious career spanning several decades, marked by groundbreaking contributions to branding, identity design, and environmental graphics. Her journey began in the 1970s as an art director at CBS Records and Atlantic Records, where she was responsible for designing iconic album covers. Her work during this period was notable for reviving historical typefaces and design styles, earning her multiple Grammy nominations. In 1984, Scher co-founded Koppel & Scher with Terry Koppel, a partnership that lasted for seven years, during which she honed her skills in creating corporate identities, book jackets, and advertising. This period was crucial for developing the typographic solution that became a hallmark of her design philosophy, influenced by Art Deco and Russian Constructivism. Scher's tenure at Pentagram, beginning in 1991, solidified her status as a leading figure in graphic design. One of her most iconic works is the identity for The Public Theater, which redefined the visual language of cultural institutions with its dynamic use of typography and color. This design, along with her identities for Citibank, Tiffany & Co., and other major brands, showcased her ability to blend high art with popular culture, creating visuals that are both accessible and intellectually engaging. Her work for The Public Theater and the New York Shakespeare Festival in Central Park are particularly emblematic of Scher's impact on the design landscape of New York City. These projects demonstrated her innovative approach to graphic design, using expressive typography and vibrant colors to capture the essence of the city's dynamic cultural scene. Beyond her professional achievements, Scher has been a dedicated educator, influencing the next generation of designers through her teaching positions at prestigious institutions like the School of Visual Arts, Yale University, and the Cooper Union. Her philosophy emphasizes design's role in solving problems and communicating ideas, urging students to push the boundaries of creativity.
Scher's extensive body of work is celebrated worldwide, with her designs featured in the permanent collections of prominent museums, including the Museum of Modern Art and the Cooper-Hewitt National Design Museum. Her contributions to the field have been recognized with numerous awards, including the AIGA Medal and the Type Directors Club Medal, making her the first woman to receive this prestigious honor. Paula Scher's career is a testament to the power of graphic design in shaping our visual and cultural landscape. Her work, characterized by bold typographic solutions and inventive visual strategies, continues to inspire designers and artists globally.
Bea Feitler - Shaping Magazine Publishing
Bea Feitler was a groundbreaking Brazilian graphic designer and art director whose innovative work left a lasting impact on the landscape of American graphic design, particularly in the realm of magazine publishing. Born in Brazil in 1938 to German-Jewish emigrants, Feitler pursued her education at the Parsons School of Design in New York, where she graduated in 1959. Her career began in earnest when she, along with Ruth Ansel, was appointed co-art director of Harper's Bazaar at the young age of 25, following a recommendation from one of her Parsons instructors, Marvin Israel. Feitler's tenure at Harper's Bazaar alongside Ansel was marked by a dynamic and innovative approach to magazine design, blending photography, illustration, and typography in ways that were ahead of their time. Notably, in 1965, they collaborated with photographer Richard Avedon to feature the first black model in a major fashion magazine shoot, a daring move that initially led to a public backlash and loss of business but paved the way for more inclusive representation in the magazine industry. In 1972, Feitler took her visionary design approach to Ms. magazine, where she worked with Gloria Steinem to create a striking and experimental visual identity that used day-glo inks and mixed media. Her work at Ms. magazine is remembered for its ability to combine controversial feminist messages with a bold and accessible design, helping to bring feminist topics into mainstream discourse. Feitler's influence extended beyond magazines; she taught design classes at the School of Visual Arts, designed record jackets including the Rolling Stones' album "Black and Blue," and worked on ad campaigns for major brands like Christian Dior and Calvin Klein. Her ability to blend commercial and artistic sensibilities made her a sought-after talent in the design world.
Donyale Luna on the cover of Vogue via: www.vogue.co.uk
Throughout her career, Feitler was recognized for her instinctive sense of design and her fearless, innovative decisions. An example of her intuitive design prowess is seen in her last-minute decision to place a cut-out of a pink Day-Glo helmet over a photograph for Harper's Bazaar's cover, a choice that earned the New York Art Director's Club medal and secured its place as one of the Top 40 Magazine Covers of all time according to the American Society of Magazine Editors in 2005. Feitler's career was cut tragically short when she passed away in 1982 at the age of 44 from a rare form of cancer. Despite her untimely death, Feitler's work continues to be celebrated for its boldness, creativity, and significant impact on graphic design and magazine aesthetics. Her legacy is preserved through exhibitions and collections that showcase her contributions to design, highlighting her unique approach to blending visual elements to communicate and captivate.
Zuzana Licko - Shaping Digital Typography
Zuzana Licko, born in 1961 in Bratislava, Czechoslovakia, is a pivotal figure in the evolution of digital typography and graphic design. Emigrating to the U.S. with her parents in 1968, she later graduated with a degree in Graphic Communications from the University of California at Berkeley in 1984. Together with her husband, Rudy VanderLans, Licko co-founded Emigre Graphics, a design company and digital type foundry inspired by the advent of the Macintosh computer. This venture led to the creation of Emigre magazine and the Emigre Type foundry, pioneering spaces for digital typeface designs and digital page layouts. These innovations initially stirred controversy in the graphic design community due to their innovative nature. Licko's approach to type design blends methodical precision with creative intuition. She often starts her design process with rough thumbnail sketches to conceptualize the proportions or details of a character, then refines her ideas digitally, directly in Fontographer. This process signifies a break from traditional type design methods, embracing the digital realm's possibilities while maintaining a hands-on, iterative approach to design refinement.
Throughout her career, Licko has received numerous accolades, including the Chrysler Award for Innovation in Design in 1994 and the Charles Nypels Award for excellence in typography in 1998. Emigre, as a team, was also honored with the American Institute of Graphic Arts Gold Medal Award in 1997, among other recognitions. Licko's significant contributions to typography have been acknowledged with an honorary Ph.D. from the Rhode Island School of Design in 2005 and the Typography Award from the Society of Typographic Aficionados in 2013.
In 2011, five of her digital typefaces were acquired by the Museum of Modern Art in New York for its design and architecture collection, cementing her influence and legacy in the field of graphic design. Licko's work, characterized by its intellectual rigor and structural approach to type design, has significantly contributed to the digital typography landscape. Her typefaces, including Mrs Eaves, Filosofia, and Matrix, are celebrated for their innovation and aesthetic appeal, blending traditional typography principles with modern design sensibilities. Through Emigre magazine, Licko and VanderLans have continuously pushed the boundaries of graphic design, exploring new ways of thinking about design in the digital age and influencing generations of designers.
Lillian Schwartz - Pioneering Computer Art
Lillian Schwartz is a seminal figure in the intersection of art and technology, whose pioneering work in computer-generated art has left an indelible mark on the field. Born in 1927, Schwartz's foray into digital art began in the late 1960s after joining Bell Labs, where she collaborated with engineers and other artists on experiments with computer-generated graphics, video, and 3D animation. Schwartz's early career was profoundly influenced by her recovery from polio, which she contracted while living in Japan in 1949. During her recovery, she learned Chinese brushwork, which significantly expanded her artistic imagination and approach to visualizing and executing her work. This period of convalescence and learning contributed to her unique approach to art, which combined traditional techniques with emerging digital technologies.
By the 1960s, Schwartz was deeply immersed in New York City's art scene, engaging with kinetic sculptures and multimedia works that leveraged technology and interactive elements. Her involvement with the Experiments in Art and Technology (E.A.T.) project, which paired artists with engineers, further solidified her role as a trailblazer in using computers as an artistic tool. One of her notable works from this period is the interactive kinetic sculpture Proxima Centauri, displayed at the Museum of Modern Art's "The Machine as Seen at the End of the Mechanical Age" exhibit. Schwartz's contributions to the field of computer art are vast and varied, spanning digital animations that play with color, shape, and motion to complex optical effects and analyses using computer technology. Her work has garnered numerous awards, including the Winsor McCay Award in 2021 and the ACM SIGGRAPH Distinguished Artist Award for Lifetime Achievement in Digital Art in 2015. Her exploration into the digital realm didn't just extend to art creation; she also applied computer-aided techniques to analyze and reinterpret works by Renaissance masters, providing valuable insights into historical art through a modern lens. Her exhibitions and screenings at prestigious venues like the Venice Biennale, the Cannes Film Festival, and major museums worldwide reflect her status as a pioneering artist whose work bridges the gap between art and technology. Schwartz's legacy continues to inspire contemporary digital artists, reminding us of the limitless creative possibilities afforded by technology in artistic expression.
Muriel Cooper - Innovating Visual Communication
Muriel Cooper, a visionary designer and educator, played a pivotal role in shaping the field of visual communication and media arts through her groundbreaking work at MIT's Media Lab. Born in 1925 in Brooklyn, New York, Cooper's early career included stints at the Smithsonian Institution and various design studios before she joined MIT as a research associate in 1952. Her tenure at MIT spanned several decades, during which she made significant contributions to the integration of design and technology.
One of Cooper's most influential projects was the development of the Aspen Movie Map in the late 1970s, a pioneering interactive multimedia system that allowed users to navigate through a digital representation of Aspen, Colorado. This project laid the groundwork for modern virtual reality and immersive media experiences, showcasing Cooper's foresight in anticipating the transformative potential of digital technologies. In the 1980s, Cooper co-founded the Visible Language Workshop at MIT, a multidisciplinary research group focused on exploring new forms of communication enabled by digital technology. Her work with the workshop included experiments with typography, information visualization, and interactive media, pushing the boundaries of traditional graphic design and challenging established norms. Cooper's legacy extends beyond her design work; she was also a passionate educator committed to fostering creativity and innovation in the next generation of designers. As the director of the MIT Media Lab's Visual Language Workshop, she mentored countless students and professionals, encouraging them to explore new ideas and embrace emerging technologies. Throughout her career, Cooper received numerous accolades for her contributions to design and technology, including the American Institute of Graphic Arts Medal in 1994 and the Chrysler Design Award in 1999.
Her work continues to inspire designers, technologists, and educators worldwide, reminding us of the profound impact that thoughtful design can have on society. Muriel Cooper's pioneering spirit and visionary approach to design continue to resonate in today's digital age, serving as a beacon for those who seek to push the boundaries of creativity and innovation in visual communication.
Deborah Sussman - Environmental Graphic Design
Deborah Sussman was a pioneering figure in environmental graphic design, renowned for her vivid and immersive work that beautifully integrated typography with the landscape. Her career was marked by notable achievements and recognition, including being awarded the AIGA Medal in 2004 and the SEGD's Golden Arrow Award in 2006. Her work received its first retrospective in 2013, showcasing her contributions from her time at Eames Studio to her iconic designs for the 1984 Olympics. Sussman's career took a significant turn after her experience working with the Eameses, leading her to establish her own firm, Sussman/Prejza, with her husband, architect Paul Prejza. Her collaboration with the Jerde Partnership for the 1984 Summer Olympics in Los Angeles remains one of her most celebrated projects, transforming the city with a vibrant visual language that captivated both on-site spectators and the global television audience. This project not only highlighted the emergence of environmental graphics but also set a new standard for the field. Sussman's early career was marked by her tenure at the Eames Office, where she developed her distinctive approach to design that later defined her vision for large-scale graphics. Her work with the Eameses on various projects, including exhibitions and furniture advertising, laid the foundation for her future in environmental design.
From the Deborah Sussman Collection via SVA Archives
Throughout her career, Sussman faced challenges as a woman in a male-dominated field, yet she remained a pivotal figure in establishing Los Angeles's design identity, particularly with her work for the 1984 Olympics. Her leadership in commanding a team of 150 designers, most of whom were men, demonstrated her exceptional ability to lead and innovate in design. Sussman's legacy continues to inspire, remembered not only for her vibrant and dynamic designs but also for her pioneering role as a woman in environmental graphic design.
April Greiman- Influencer of the 'New Wave' Design Style
April Greiman is acknowledged as a trailblazer in integrating computer technology within graphic design. Recognized for her role in introducing the New Wave design style to the US, Greiman's work serves as a bridge between modern and postmodern aesthetics, combining Swiss design principles with West Coast postmodernism. Her innovative approach, termed "transmedia artist," utilizes layering of type and images to create depth, reflecting her early adoption of digital tools for design.
April Grieman via Sessions College
Jennifer Morla - An Award-winning Designer
Jennifer Morla is an acclaimed American graphic designer and professor, celebrated for her innovative design work and contribution to graphic design education. Born in 1955 in New York City, she pursued her education at the University of Hartford and Massachusetts College of Art and Design. Morla has garnered significant recognition for her creative work, including the Cooper Hewitt Smithsonian National Design Award in 2017, the AIGA Medal in 2010, and induction into the Alliance Graphique Internationale in 1998. Her work is notable for its vibrancy, conceptual depth, and innovative use of typography and imagery across various mediums. Morla's designs have been featured in major museums and she continues to influence the field through her teaching and participation in design competitions. Jennifer Morla's illustrious career began at KQED in San Francisco, where she designed graphics for television and print.
By 1981, she led the art department at Levi Strauss & Co., focusing on store design and branding. In 1984, she launched Morla Design, serving prestigious clients like The New York Times and Apple. Morla's diverse projects range from cultural institution branding to innovative retail collaborations. Her work, celebrated for its creativity and influence, is featured in major museums and the Letterform Archive, underscoring her significant impact on contemporary design.
As we reflect on the remarkable achievements of these extraordinary designers, we're reminded of the profound impact of creativity, determination, and vision in making a difference. Their stories shine a light on the paths they paved, overcoming challenges and shattering barriers to leave an enduring mark on the design world. Let's continue to embrace diversity, equality, and inclusion in design, ensuring that the voices and talents of women designers, both past and present, are celebrated and cherished. May their inspiring journeys motivate future generations to think outside the box, question conventions, and contribute to a more vibrant and inclusive design community.
Photo by @kenrickmills
Articles Used in Researching this Piece:
· Carolyn Davidson
· Susan Kare
· Paula Scher
· Bea Feitler
· Zuzana Licko
· Lillian Schwartz
· Muriel Cooper
· Deborah Sussman
· April Greiman
· Jennifer Morla
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