Easy-to-follow video tutorials help you learn software, creative, and business skills.Become a member

How AIGA defines design excellence

From: lynda.com Presents: AIGA

Video: How AIGA defines design excellence

Lynda Weinman: Beyond providing an association for designers, AIGA plays an important role in stimulating excellence in the field of design. I went to the School of Visual Arts to meet with Steven Heller, a longtime editor of AIGA's Journal of Graphic Design and the current editor of AIGA Voice, a blog focusing on design. I wanted to talk to him about the role AIGA plays in fostering dialog among its designers, through publications, events, and competitions.

How AIGA defines design excellence

Lynda Weinman: Beyond providing an association for designers, AIGA plays an important role in stimulating excellence in the field of design. I went to the School of Visual Arts to meet with Steven Heller, a longtime editor of AIGA's Journal of Graphic Design and the current editor of AIGA Voice, a blog focusing on design. I wanted to talk to him about the role AIGA plays in fostering dialog among its designers, through publications, events, and competitions.

AIGA has, over the years, put out a lot of different publications. Which ones have you been involved with, and can you tell us a little bit about that? Steven Heller: Well, I have been involved with the Annual, when it was Graphic Design U.S.A. What I was interested in was having an annual that wasn't just a record of the year's so-called best work. I wanted it to have an editorial entity. So in some of those issues you will find there are feature stories, but at the same time, the content has expanded, on one hand, to, at times, be more critical, more broad, because, more than anything else, design is broadening its scope.

It's not just graphic design anymore, or it's at least not our grandmother's graphic design anymore. Lynda: So what do you think the role of competitions and extolling certain design excellence is within AIGA? Steven: Graphic design follows stylistic trends. Sometimes there are form givers who actually lead those trends along. AIGA is there not to ignite them, not to trigger them, but to be a container in which we can view them.

Sometimes it's a matter of just showing other people's work to impressionable, or even non-impressionable people and letting them draw their own conclusions. What AIGA has done through its exhibitions, and particularly through 360, is kind of define what is excellent, from their perspective. I think it serves an interesting role, as all those competitions do, because they are so subjective. It's really based on who is there at the time and who is submitting.

But it also sets up a touchstone against which people can rebel. And I think it's important to have that rebellion, so that each generation has its own voice. I know when I was starting out, I looked at the Art Directors Club Annuals - there were no AIGA Annuals at that time - and I would copy some of the work that I saw, typographically and conceptually, and then I would break the rules. Now, I didn't necessarily break them very well, but that's what I used it for, and I think that AIGA has to serve the purpose of putting some things on a pedestal and then seeing them knocked down.

Show transcript

This video is part of

Image for lynda.com Presents: AIGA
lynda.com Presents: AIGA

14 video lessons · 4708 viewers

AIGA
Author

 

Start learning today

Get unlimited access to all courses for just $25/month.

Become a member
Sometimes @lynda teaches me how to use a program and sometimes Lynda.com changes my life forever. @JosefShutter
@lynda lynda.com is an absolute life saver when it comes to learning todays software. Definitely recommend it! #higherlearning @Michael_Caraway
@lynda The best thing online! Your database of courses is great! To the mark and very helpful. Thanks! @ru22more
Got to create something yesterday I never thought I could do. #thanks @lynda @Ngventurella
I really do love @lynda as a learning platform. Never stop learning and developing, it’s probably our greatest gift as a species! @soundslikedavid
@lynda just subscribed to lynda.com all I can say its brilliant join now trust me @ButchSamurai
@lynda is an awesome resource. The membership is priceless if you take advantage of it. @diabetic_techie
One of the best decision I made this year. Buy a 1yr subscription to @lynda @cybercaptive
guys lynda.com (@lynda) is the best. So far I’ve learned Java, principles of OO programming, and now learning about MS project @lucasmitchell
Signed back up to @lynda dot com. I’ve missed it!! Proper geeking out right now! #timetolearn #geek @JayGodbold
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ.

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed lynda.com Presents: AIGA .

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferencesfrom the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Are you sure you want to delete this note?

No

Your file was successfully uploaded.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.