From the course: Learning Graphic Design History
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West Coast shift
- After World War II, many designers made the move from New York and Europe to the West Coast. Lou Danziger, Saul Bass, Walter Landor, Ray Eames, Alvin Lustig, and many others decided to build practices in Los Angeles and San Francisco. They saw the opportunity to work in new ways in a less crowded design marketplace. Isolation created community. In the early days, there were relatively few graphic designers working on the West Coast. And AIGA was a New York based organization. Designers in Los Angeles and San Francisco gathered together in informal meetings, or created groups such as The Design Group. At these meetings, they shared ideas and techniques. With less competition, they openly collaborated and worked as a whole to succeed. East Coast publications largely ignored the West Coast as being irrelevant. California based magazines, like Arts and Architecture and Communication Arts, focused on the new work in California. The ethos of teaching was inherent in the California design…
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