The Other Side of the Bridge

Written By Sean Adams

I started working on the graphic system and signage for the 2020 AIGA Conference a few months ago. The folks at AIGA gave me the theme of bridges. Makes sense as I prefer them to walls and Pittsburgh, the conference’s location, has many. I landed on all types of bridges graphically, from a literal bridge over water to an Einstein Rosen bridge (theoretical wormholes). This time all in high contrast black and white. AIGA was happy and we went to work.

But, after working with the system for some time, applying it to all the items for the conference, I began to hate it. Well, hate might be extreme, but all that black and white was depressing on a large scale. And, then there was the sense of impending doom as the COVID-19 entered our lives.

I’ve only done this once before, but I talked with the cracker-jack team at AIGA and pitched a revamp. I hate doing this to a client. It makes me feel that I botched it on the first pass. Given the circumstances and the fact I couldn’t imagine large black directional signs seeming upbeat, I did it. It was a slight shift to add color back into the concept. I know that’s surprising for me as I prefer drab tones (that’s sarcasm). As usual, I start with an idea that is sophisticated and serious, and end up with something bright and not so serious.

Last week, AIGA decided to postpone the conference until the fall, which is a difficult and wise idea. The new brighter, shinier, cheerful graphic program will be ready.

Conference schedules and maps

Conference posters

Sean Adams

Sean Adams is the Dean of Visual Art and Communication at ArtCenter, founder of Burning Settlers Cabin studio, and on-screen author for LinkedIn Learning/Lynda.com He is the only two term AIGA national president in AIGA’s 100 year history. In 2014, Adams was awarded the AIGA Medal, the highest honor in the profession. He is an AIGA Fellow, and Aspen Design Fellow. He has been recognized by every major competition and publication including; How, Print, Step, Communication Arts, Graphis, AIGA, The Type Directors Club, The British Art Director’s Club, and the Art Director’s Club. Adams has been exhibited often, including a solo exhibition at The San Francisco Museum of Modern Art.

Adams is an author of multiple magazine columns, and several best-selling books. He has been cited as one of the forty most important people shaping design internationally, and one of the top ten influential designers in the United States. Previously, Adams was a founding partner at AdamsMorioka, whose clients included The Academy of Motion Picture Arts and Sciences, Disney, Mohawk Fine Papers, The Metropolitan Opera, Los Angeles County Museum of Natural History, Richard Meier & Partners, Sundance, and the University of Southern California.

www.burningsettlerscabin.com
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