Beauty through the Eyes of Stefan Sagmeister and Jessica Walsh

Having guts always works out for me.

Stefan Sagmeister

Stefan Sagmeister and Jessica Walsh have been contemplating the concept of beauty. This may seem unsurprising, given that both are designers at the top of the design food chain and aesthetics, you’d think, would be a constant priority. With a laugh, Stefan explains, “One aspect of what we’re doing is striving to abolish the tired notion that beauty is in the eye of the beholder.” “It isn’t,” says the narrator. I’m sitting in the Stefan and Jessica show’s control room right off-Broadway in Manhattan. A small team is hard at work outside the meeting room where we are seated.

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The universe in which their firm, Sagmeister & Walsh, operates is one that they have created wholly on their own. They are showmen in a world where they have firmly established themselves at the centre through the strength of their convictions and significant design talent. There is a personality cult that divides opinion but never fails to elicit a response. The two deal in feeling; together, they’ve constructed a business and fan base that has grown in lockstep with the rapid pace at which design is created and consumed.

Stefan Sagmeister, a renowned graphic designer and artist, is celebrated for his thought-provoking and innovative approach to design. His philosophies are deeply rooted in emotional connection, authenticity, and the transformative power of design. Below are some key aspects of Sagmeister’s design philosophies:

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1. Design as Emotional Connection

Sagmeister believes that design has the power to evoke deep emotional responses. He focuses on creating works that resonate with people on a personal level. His projects often elicit joy, introspection, and even discomfort as he seeks to make audiences feel something meaningful rather than merely consume visuals.

• Example: In The Happy Show, Sagmeister explored the science of happiness through immersive, playful, and interactive installations that made viewers reflect on their lives and well-being.

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2. Authenticity Over Trends

A staunch advocate of authenticity, Sagmeister avoids following design trends for the sake of fashion. Instead, he emphasizes the importance of genuine storytelling and meaningful content in his work. His approach often involves deeply personal themes and narratives, making his designs timeless and impactful.

• Example: His Things I Have Learned in My Life So Far project features personal truths and reflections expressed through typographic installations, often created in unconventional mediums like banana peels or grass.

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3. Merging Design and Art

Sagmeister blurs the line between design and art, treating design as a medium for creative expression rather than just a commercial tool. His works often challenge traditional notions of graphic design, incorporating performance, photography, and unexpected materials.

• Example: His iconic album covers for bands like The Rolling Stones and Talking Heads are not just packaging but art pieces that complement the music’s emotional and cultural depth.

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4. Playfulness and Humor

Sagmeister frequently incorporates playfulness and humour into his work. He believes humour can break down barriers and make the design more accessible and engaging. His witty approach often involves surprising juxtapositions and unconventional formats.

• Example: In a famous self-promotion project, Sagmeister carved event details into his body, merging shock value with creativity to draw attention to his work.

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5. The Importance of Rest and Reflection

Sagmeister advocates for taking time off to rejuvenate creativity. He is well-known for closing his studio every seven years to take a sabbatical, during which he explores new ideas, learns new skills, and finds inspiration outside of the commercial design world.

• Example: The sabbaticals have led to some of his most innovative projects, such as The Happy Film, which explores the intersection of design, psychology, and happiness.

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6. Design for the Human Experience

Sagmeister views design as improving the human experience by addressing societal issues or creating moments of beauty and connection. He often tackles universal themes like happiness, love, and mortality, striving to make his work relevant to a broad audience.

• Example: His collaboration with Jessica Walsh on Beauty explores the concept of aesthetic beauty and its value in design, challenging the idea that functionality is all that matters.

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7. Breaking Boundaries

Sagmeister is known for pushing boundaries and taking risks in his work. He constantly experiments with new mediums, ideas, and processes, refusing to take a formulaic approach.

• Example: His interactive installations and large-scale public works often involve audience participation, breaking the passive relationship between viewer and designer.

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8. Typographic Storytelling

Typography is central to Sagmeister’s philosophy. He uses it as a powerful storytelling tool, embedding messages and ideas within bold, imaginative type treatments. For him, typography is not just a design element but a narrative voice.

• Example: The typographic works in Things I Have Learned in My Life So Far demonstrate how text can be transformed into art that communicates profoundly personal and universal ideas.

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Sagmeister’s philosophies revolve around believing that design can be transformative, deeply personal, and profoundly human. By staying authentic and prioritizing emotional impact over superficial aesthetics, he has reshaped how we think about graphic design and its role in the modern world.

Sources

Hall, P., Sagmeister, S., Pearlman, C. (2001). Sagmeister, made you look : another self-indulgent design monograph (practically everything we have ever designed including the bad stuff). London: Harry N. Abrams.

Sagmeister: Another Book about Promotion and Sales Material. (2011). Switzerland: Harry N. Abrams.

Sagmeister, S., Gould, C. (2012). The Happy Film Pitchbook. United Kingdom: Institute of Contemporary Art, University of Pennsylvania.

Sagmeister, S., Walsh, J. (2018). Sagmeister & Walsh: Beauty. Germany: Phaidon Press.

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