AIGA Jacksonville

by Jack Diablo
Graphic Design may very well be one of the most under-appreciated industries in the mind of American consumerism. We are subjected to so many images over the course of our lives that perhaps the sheer volume of such has caused us to take for granted the power of well thought-out and effective design. Occasionally an image such as Sheperd Fairey’s Obama HOPE poster generates enough buzz to cause people to stop and consider just how powerful they can be, but for the most part it’s not something the average consumer thinks about on a daily basis. Behind every product label, every magazine ad, every promotional poster is a designer who has put time and effort into creating something eye-catching and meaningful.
“A big issue I have with the state of the graphic design industry right now is that people don’t know the value of great design. They settle for good enough, not great,” says designer Chad Landenberger. “If you want good design, you have to be willing to pay for it.”
Enter AIGA, an organization whose goal is to raise awareness about the power of design and its value in the marketplace and society as a whole. Their mission seems simple enough – “to advance designing as a professional craft, strategic tool and vital cultural force” – but in light of recent economic troubles, it’s becoming harder for businesses and corporations to appreciate the value inherent in quality design work, a fact that makes an organization such as AIGA all the more relevant.
Perhaps one of the biggest issues facing the graphic design industry is the practice of speculative work, where companies expect to see the finished product of a design before remitting payment. To the outsider it may not seem like a big deal, but many people do not consider the time and effort designers put into their craft. Russel cites a powerful analogy he heard at a conference on the issue. “It’s like going to a restaurant, ordering three different meals, and only paying for the one you enjoyed eating.” In any other industry such practice would be virtually unheard of. It all boils down to the perceived and actual value of the work these professionals do. Taking a firm stance against spec work is just one of the ways AIGA aims to help graphic designers.
AIGA began in 1914 as the American Institute of Graphic Arts, consisting primarily of printers and typesetters. As the industry changed, and technology along with it, the organization became more focused on graphic designers and in later years, web designers. To reflect this, in 2005 the name was changed to AIGA along with the tagline, “the professional association for design.”
The local AIGA chapter here in Jacksonville began twenty years ago and has grown from a modest 20 members to over 200 with the hopes of doubling that number over the next few years. Through education, community building and networking, they seek to raise awareness of the power of design and its value.
Membership in AIGA is open to professionals as well as students and pulls from every corner of the field. “We’re a community of like-minded people who are all somehow involved in the design industry,” says vice-president Karen Kurycki. Members include not only graphic designers, but illustrators, photographers and web designers as well. The value of membership in the organization varies according to your role in the industry. Former chapter president Russel Quadros compares it to a gym membership. “If you don’t go to the gym and you don’t work out, you don’t get any better. Membership is what you make of it.”
For professionals, it’s all about networking. “I think AIGA is great because it’s a great networking resource. I found two jobs at local AIGA events when I met potential employers. Networking isn’t always the easiest to come by and and it’s one of the most helpful resources to have,” explains Sean Collins.
AIGA holds many events throughout the year geared at simply getting people together to foster that sense of community. From social gatherings like the monthly Cocktails & Creatives to actual design-focused events, they seek to bring not only designers themselves together but generate awareness in the public. One recent event involved a face-off between local designers Sean Tucker and Russel Quadros in a bout of “spectator graphic design” at Refresh Jacksonville called Lightboxing.
For students, the education one receives outside of the classroom about the way things really work is a boon to their professional development. According to current president Varick Rosete, “Students who get involved early get the advantage…We were all in the same place that they were and it’s good to have people that you can look up to.” Being involved with an organization like AIGA can be an invaluable resource when it comes to job-placement and recommendations.
AIGA also works closely with the community with several outreach programs including collaborations with HandsOn Jacksonville. Karen calls it “giving back through design.”
The organization hosts a mentoring program that pairs professional designers with high school students to coach them in the potential future of a career in graphic design. “A lot of high school students don’t even know what design really is because they don’t offer it in the schools,” Karen says. “We’re letting them know there is a job place for designers,” adds Varick.