1. Kevin Roberts
Roberts has been the Chief Executive Officer Worldwide of the advertising agency Saatchi & Saatchi since 1997. Saatchi & Saatchi is one of the world’s largest and most successful creative organizations, handling over 50 of the world’s most valued brands. In September 2006, Saatchi & Saatchi won a US $430 million JC Penney contract because of the idea of lovemarks, which was invented by Roberts. Lovemarks are when brands create an emotional connection between them and their customers.
2. David Carson.
American graphic designer, art director and surfer.
Carson started experimenting with design in the 1980’s and broke all of the rules. He is most known from his work for RayGun magazine, where his experimental typography challenged the conventional styles of design. Carson’s illegible and ‘dirty’ design style is highly expressive and unique.
3 Stefan Sagmeister.
New York based graphic designer and typographer.
Sagmeister is most known from his covers for the Rolling Stones and his lecture posters for AIGA. Sagmeister’s style can be described as a mixture of sexuality, wit and a dash of the sinister. His work is simple yet is presented in ways some would find unsettling. Sagmeister’s design for the AIGA poster was comprised of the content being carved into his skin and photographed. The strength of his work lies within Sagmeister’s ability to conceptualize.
4 El Lissitzky.
Russian graphic designer, typographer and painter.
At the young age of 15 Lissitzky started his teaching career instructing aspiring artists. He used his design skills to send powerful political statements and tell stories. He mostly used primary colors, black and white, text, basic shapes, and geometric constructions.
5 Paul Rand.
American art director and graphic designer.
Rand is best known for his corporate logo designs- IBM, UPS, Enron, Morningstar, Inc., Westinghouse, ABC, and SteveJobs’s NeXT. He is credited with inspiring the status of commercial artists to graphic designers in the 1950s and 1960s.
6 Neil McElroy
In May 1931, Neil McElroy, a junior marketing manager of advertising at Proctor & Gamble proposed the concept of “Brand Management” in a memo. He is generally acknowledged as the “inventor” of branding as a concept as his memo formalized the corporate brand management system.
7 Herb Lubalin
Born in New York in 1918, Lubalin was a graphic and typeface designer. Being colorblind and left-handed, he was considered a handicapped in the design world, yet partnered with Aaron Burns as Vice president of the International Type Corporation (ITC) and released numerous typefaces throughout the 80’s, the most recognized being Avant Garde and Gothic. Lubalin also worked on countless publications, including Fact, Avant Garde and Eros.
8 Max Miedinger
Miedinger was a Swiss typeface designer who collaborated with Edward Hoffmann to create the neo-grotesque san serif typeface we all know as Helvetica, which is one of the most successful typefaces in all history. Meideniger was an apprentice typesetter at the age of 16, and by the age of 26 he began working for various companies before he became a freelance graphic designer and advertising consultant in 1956.
9 Carolyn Davidson
Davidson is the woman behind the Nike “Swoosh” logo designed in 1971. Davidson designed the logo for $35 when she was a college student and admits that when she first designed it, she didn’t love it. Now forty years later Nike has made billions and have provided Davidson with a more sustainable pay package. After Carolyn Graduated with a bachelor degree in graphic design, she stayed with Nike designing their marketing material.
10 Paula Scher
Paula Scher has practiced as a design educator since 1992 teaching at the school of visual arts in New York. Its Scher’s electric approach to typography and strong brand identity, which has resulted in her impressive list of big-named clients. These include MOMA, New York City Ballet, Microsoft and NYC Transit. Her graphic identities for Citybank and Tiffany & Co. have become case studies for the contemporary regeneration of classic American brands.