Today one tool, the computer mouse, has replaced the pencil, the ruler, the compass and so many other tools that were essential to creating design work just a decade ago. We are so used to modern digital conveniences that we rarely even consider the skill and time it took to craft - yes, craft! - good design with analog techniques.
But with a punch Gerard Huerta reminds us of the artistry of handmade design! He is a prolific logo designer and typographer with an insatiable and refreshing love of drawing - best known for the iconic AC/DC lightning bolt logo.
Last night, AIGA Brand Central hosted the renown hand letterer at the Stamford Innovation Center to share his life and experiences in design with us. He recounted how fresh out of art school he came to New York City from California without any guarantee of work, then went on to distribute a hand lettered card of introduction to the city’s top design firms and within the same day was hired by CBS Records. Later, Gerard expanded far beyond the recording industry to design work for film, publishing and corporate identities, such as, the Swiss Army Brands, Nabisco, HBO, and Conde Nast. His work embodies endless experimentation and variation of styles. Yet, Gerard revealed how he continues to combine analog with digital techniques, often arriving at the finished illustration by first starting with hand-drawn sketches.
Coming up myself during the big transition to digital design work, I resisted working with technology for so long! I couldn’t believe the handmade aesthetic would go out of style. But I came to realize, that style could easily be replicated on the computer, moreover, resisting would mean an end to any hope of working in the contemporary design field. Meeting another artist, like Gerard Huerta, who shares my love of drawing and who has integrated modern techniques into his work so brilliantly was inspiring!
Whatever you do, do you, be bold, be daring, and be creative.
