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STEPHEN DOYLE:
DON’T DUMB DOWN THE DESIGN TO REACH A
LARGER MARKET
After working at Esquire, Rolling Stone, and Tibor Kalman’s influential
M&Co., Stephen Doyle partnered with Tom Kluepfel and William Drenttel
in 1985 to launch Drenttel Doyle Partners, a hybrid design and advertising
agency. Drenttel left in 1997, and the studio carried on as Doyle Partners.
Doyle’s packaging for Martha Stewart’s line of home goods sold at massmarket retailer Kmart remains among his most high-profile work. And for
good reason: Doyle used clean typography, bright colors, and beautiful
photography to create a unified and instantly identifiable brand that included
thousands of products. The packaging--and the products themselves--proved
that high-quality design could appeal to everyday shoppers seeking everyday goods.
PAULA SCHER: USE TYPE AS IMAGE
As a design student, Pentagram’s Paula Scher couldn’t get
the hang of working with type, of formally positioning words
and letters in a layout. Then her teacher, Stanislas Zagorski,
suggested that she think of type in a more conceptual way,
using it as the main image in her work to communicate
visually as well as v