Follow Linefeed on Twitter
Grab the Linefeed RSS Feed
Add Linefeed to Google ReaderStatus Report: Graphic Design in Australia
Graphic Design is Australia is in a pretty sorry state and has been for a long time. This is where I must state upfront that it’s not because there is a lack of highly qualified Graphic Designers doing exemplary work. Well, there’s not loads of them but the creative agencies, studios and individuals that reside here could easily create an exciting and cohesive graphic identity for Australia to show the world if they were given the chance. But there’s this underlying feeling that there’s a lack of respect for the profession and even worse, a lack of interest.
Not Another Bloody Graphic Designer
You see, somewhere along the way Australian business got bored with Graphic Designers. They got bored with the ponderous approach required in forming cohesive visual identities. They got bored all the rules and restrictions they were consistently asked to adhere to. They became interested only in the immediacy of the message/s they wanted to to get a across. Not even the audience was as important.
This lead to Australian business becoming seduced by the language of Marketing. Marketing in Australia has become a way for business to thrust their self-interest on the often complacent Australian public and cloak it in the most amazing kind of jargon (marketing buzzwords like ‘Gen Y’,’ iGen’ still proliferate discussions on digital media and the like). In Australia consumers are rarely ‘catered for’, more likely they are to be ‘coerced into’ and said coercion is rarely subtle.
Many Graphic Design agencies have coped with this wide spread disdain for their profession by manoeuvring around the term ‘Graphic Design’. In Australia you will find studios, agencies or whatever calling themselves all sorts of thing such as ‘Creative Agency’, ‘Branding Studio’, ‘Visual Communication Group’, or just avoiding mentioning the term completely (the smart ones wear it like the badge of pride that it should be).
Just Get On With It, Mate
In the early 90s, the Apple Mac and the advent of ‘desktop publishing’ laid ruin to the perception of what it had meant to be a Graphic Designer. It was a crushing blow to an industry that had only just begun to feel comfortable in it’s own skin. With persistence and skill, many Graphic Designers managed to claw back some dignity for their profession.
This has been doubly hard in Australia because of the D.I.Y. mentality that permeates Australian culture, stemming from the idea that this was a nation that was built by the sweat and blood of it’s inhabitants (even though many Australians now recognise that there was a culture on this continent before the English settlers made their highly dubious mark). Why hire someone else when you have all the resources you need at the end of your fingertips.
The sense of isolation from mainland Europe that many Anglo-Saxon Australians still feel only helped to compound this notion. So you get people undertaking their own design work instead of seeking professional advice due to about two centuries of being your own expert and a stubborn unwillingness to ask for help. This attitude has only helped to muddy the definition of what Graphic Design is in Australia. Recent times have seen a proliferation of self-styled ‘image makers’ claiming the title which are, in turn, supported by a range of websites and magazines which I’m not going to name and shame right now. I’ll save that for another time.
At the other end of the spectrum you get a lot of well educated Designers over intellectualising the mechanics of their profession, further distancing themselves from the general public they should be helping service and the businesses they should be connecting with.
The Ire of the Beholder
I should summarise somehow, I guess. The most frustrating thing about this current situation is that there is a thirst for innovation and new ideas in design in Australia, exemplified in the exciting range of architectural and interior design projects that get commissioned and the many Design Festivals and Design Markets that Australians enjoy. But when you look around at everyday Graphic Design, the stuff that people come in contact with on a hourly basis you get the impression of a nation that doesn’t really care how it is perceived. As far as first impressions go, and despite the best efforts of this hard working band of designers, there’s a lot of visual noise and precious little actual substance.
Press Publish are currently in the process of helping highlight the many creative practitioners based in Australia that are producing work of an international standard through the AustraliaDesign.info website. You can view the ‘beta-test-preview’ site by visiting [australiandesign.info].
First published: June 24th, 2009
Filed under: Report
Posted by: Michael
australiandesign.info is a great idea. Congrats on site and the thinking behind it!
Gym Class Magazine — Jun 24 09 at 5:51 pmExcellent post dear boy!
There is an amazing amount of talent in Australia at the moment – AIGA’s recent showcase (http://www.aiga.org/content.cfm/exhibit-agda-2008) was a real eye-opener for me – but I think there is a lack of understanding of the country’s design heritage.
Over here in the UK, you can’t move for all the retrospectives and exhibitions and monographs relating to design history and its permeation of our culture. We celebrate design classics, from Penguin to Unknown Pleasures, imbuing them with national pride (the good sort) and influencing the expectations of clients.
As well as the great work of showcasing contemporary design on AustraliaDesign, maybe there’s an opportunity to tell the world (and Australia) about those Australian design classics and elder statesmen, just to get the ball rolling.
Daniel — Jun 24 09 at 7:48 pmInteresting debate. Is it about educating the client? Lots of designers do their practices a disservice by not selling themselves very well. There’s lots to talk about here. Lots.
Rebecca — Jun 24 09 at 8:16 pmThanks for starting the coversation.
Dan: Why thank you, kind sir. I have been endeavouring to uncover a few Australian design classics here on Linefeed — may I point you (and other readers) in the direction of…
http://linefeed.presspublish.info/85
http://linefeed.presspublish.info/210
http://linefeed.presspublish.info/2142
http://linefeed.presspublish.info/2035
http://linefeed.presspublish.info/2321
— but Australians can be so darn belligerent about these things. Searching online rarely helps either.
If anyone has any suggestions for Australian Modern Relics that I should be writing about so let me know.
Hi Rebecca
I just swung by your site. You have some ace designers there. I think I met Beci once years and years ago and I’m a fan of Jonathan’s Flickr pages. If it’s okay, I’d like to do a couple of ‘posts about you and Beci.
Re: This here article. I get the feeling that Australian designers have missed their chance to really impress business by spending too much time talking and not doing. The thing I noticed most about working in the UK was that Designers just got on with generating brilliant design without feeling the need to justify every little thing and that generally earns a certain respect from clients. I think the issue is the confidence of Australian Graphic Designers to be the voice of authority when it comes to working with clients.
Michael — Jun 24 09 at 9:05 pmHi Michael,
Rebecca — Jun 24 09 at 10:12 pmYeah Beci and I would love that. Her work is a real passion of mine. She’s relatively new to the mainstream commercial market so I delight in introducing her work to new people.
Any time. Just say when.
Rebecca.
I wish you would show more Australian design on your blog. I know of some amazing studios down there, and I just wish someone would shine a spotlight on it. To name a few; ROUND, FABIO ONGARATO, 3DEEP, DAVID PIDGEON, THREE60, QUBE KONSTRUKT, MOON, & FROST*
Peter — Jun 25 09 at 5:28 amHeya Peter. I do mention quite a few Australian Designers on my blog. A quick search for some of the names you mentioned should be proof of this. Linefeed’s reach is international. This sort of attitude that Australians should only talk about Australia to other Australians does nothing to help the cause.
Michael — Jun 25 09 at 9:54 amMichael, you should discuss and share with us your experiences in London where you spent for quite some time. Personally, I think Australia has a lot more to offer and that I mean by young relatively unknown designers. I mean, you keep hearing about things such as YCN and burgeoning activities cultivated in such places as indeed in London but in stops prematurely here. To be honest, it’s great to hear about the work of these well known, familiar Australian studios but at the end of the day, they run a professional workplace. All the work by young guns seem to be very elusive and it’s always choca-block full on the design blogs we’re all familiar with – Charlotte Cheetham’s one in particular.
I personally feel Graphic Design still has yet to have its own distinctive voice, it’s foreshadowed or even misconstrued or confused by graphic art.
Mike H — Jun 25 09 at 2:22 pmHi Mike! True, Graphic Design is going through a bit of a murky patch in general. My theory is that you’ll see a 2-tier level of service model where clients have to decide ‘do I go with the amateur enthusiast cause they’re cheap although not as skilled, or do I go with the professional studio who cost more but I know my job will be in safe hands’. I’m going to write a bit more about this at some point. Aaron and I touch on it in our podcast at confab.tv
Michael — Jun 26 09 at 12:08 pmIt is a very complex issue that needs to be untangled. Personally, I find it difficult to understand it even when perhaps, the professional bodies in Graphic Design seem to do little but in actual fact, they do work hard at it but ‘it’ I don’t know what.
I have to say in relative terms, the education system for studying Graphic Design is fairly strong in Melbourne. I don’t know if there is a genuine legitimacy in saying that but students broadly speaking in Sydney seem thrust into a design degree without knowing much about related design themes or history and the terrible lack of learning design as a craft. Letterpress, etching is virtually non-existent because it has moved into the boundaries of applied-design. Those printmaking subjects are still traditional fine-arts areas.
I wouldn’t say I am a super advocate of such places as the London schools but they are pretty good benchmarks and models where I think the foundation art courses do you good and you learn a hell of a lot.
Mike H — Jun 28 09 at 2:14 pmbecause it hasn’t moved into the boundaries of applied-design. * correction
Mike H — Jun 28 09 at 2:16 pmMike: I have no qualms with Australian design education either. I often say that Australia’s main export is people. As a country we are very good at producing highly skilled individuals whose hard work and dedication is appreciated and in demand all over the world. And this is because out education system is so strong.
In the UK, schools are only as good as the students they attract and often get by on their name alone.
The big problem seems to be the gap between these highly educated individuals and the business that should be supporting them. There’s a lack of support and a lack of respect for the Graphic Designer’s opinion.
I don’t know what is the answer to this. Designers getting out there and showing people what they’re capable of surely helps. It means not sitting around waiting for someone to come along and employ them but just doing and making known. This is something a lot of young UK designers have really latched onto.
Michael — Jun 29 09 at 2:32 pmDoing and Making Known.
Michael — Jun 29 09 at 2:33 pmIs it really that bad?
My personal opinion, no I don’t think so.
Yes there are some serious issues to be addressed;
Education; hailing from the Netherlands, where I was educated, a graphic design course would take 3 to 4 years minimum,
graphic design only that is. In Australia a large amount of students finish education as a graphic designer, illustrator, photographer and if possible fashion designer… how is that possible? Focus! Students are confused and need to be directed properly and need to be able to choose and focus.
Clients; people ask us regularly if there’s a difference between design(ing) in Europe or Australia and the answer is not really. We still need to work very hard to sell good concepts both here and overseas. Yes design and ‘culture’ are more embedded in daily life in Europe but that does not mean it is easier. A lot of our Australian clients are very open minded and really do appreciate ‘good’ design solutions, probably even more so then in The Netherlands. Confidence is key, and yes Australian design(ers) still need to generate a healthy dose but that’s part of the game and ultimately evolution.
Open minded; why are Australian creatives ‘always’ looking at others (mainly focussed on Melbourne, Sydney and Australia’s third capital London)? Seriously who cares what happens in London… there’s so much more out there that can trigger your senses and creativity. Melbourne vs Sydney come on.
In Short:
(Other) Michael — Jul 01 09 at 12:38 pmWe really enjoy working and living in Australia and believe that graphic design is not as bad as it is portrait.
There’s plenty of fantastic studios and individuals to choose from. Yes I agree there’s plenty of crap studios and individuals to choose from as well, but is that not the case everywhere? Maybe a case of the grass is greener…….
Here we still sense the excitement, fun and appreciation for design (not just graphic design) where in let’s say The Netherlands design is over-intellectualized and reduced to the bare minimum.
Hey the other Michael! Your studios work is uncommonly lush. Thanks for stopping by. In answer to your comment:
I totally agree there are loads of fantastic designers doing awesome work. I just don’t think much of their output is allowed to filter down into the mainstream. There are a similar situations in countries all around the world but in Australia it seems to be particularly acute. You only have to step outside your door and look at the visual pollution all around us.
I would disagree that there’s little point looking at what’s going on overseas. Particularly creative hubs like London, where a lot of money is invested in the creative industries, both publicly and privately.
If Designer’s love their job and the industry they’re in, they should be looking to find ways to help it flourish and grow and looking to places where this is happening helps.
It’s not a matter of saying this places is better than that. It’s about not hiding out from the rest of the world and talking up what you love to anyone that will listen, wherever they may be.
I think it too would help in having that confident voice of authority coming from Europe. Australian business would be more likely to take you more seriously. I mean look what it did for Vince Frost.
Michael — Jul 01 09 at 9:38 pmHey Michael thanks,
That makes it such a fantastic debate. It’s deep, not one dimensional and depends on perspective.
Looking overseas;
I completely agree and can only encourage looking/working/living overseas.
What I meant to say is that I don’t understand the extreme focus on London (obviously I do understand the cultural relevance).
The focus on London is so short sighted though, and more importantly it ultimately effects creative output in Australia.
And I think it already does, too much Australian (graphic) design is sooo British… whilst it should be Australian, multicultural, unique, divers and fresh. Globally Australia holds a unique position but does not capitalize on it which is a shame.
Arguing that Australia needs authority coming from Europe to create confidence does not help that same confidence and I truly believe that this is nonsense. Australia resides several studios/individuals who generate an equal qualitative body of work (and better) then Frost Design. Plenty of these studios are very well known and respected in the Global design communities.
I think the problem with Australian Business (read, agency selection procedures) is the urge to work with ‘big’ names and ‘big’ names only. Big and quality does not necessary go hand in hand very well (yes there are exceptions). Unfortunately a lot of the visual pollution you mentioned in your comments above are created by these ‘big’ firms. And yes this mentality makes it hard for smaller often much more interesting creatives to reach the ‘mainstream’. But is the ‘underworld’ not much more attractive?
(other) Michael — Jul 02 09 at 12:04 pm