This text-only record is part of the interactive AIGA Design Archives where you can view more details, zoom into images and explore other works in the definitive online resource on American design.
 |
Design Category
Promotional design and advertising, 1995
Design firm
Cronan Design (San Francisco, California)
Collection
(1996) Communication Graphics: 17
|
The view book for the California College of Arts and Crafts was designed for students as a mosaic that reflects the institution and allows them to imagine their own potential. It presents the school’s two campuses and the diversity of the art —which includes everything from conceptual art to multimedia art to block printing—that is practiced there. One way to express the richness of the institution is through juxtapositions of texts and images. The human mind works by association, deriving meaning firm elements in proximity, so placing elements next to each other —a simple act— is one with great power. It was also a goal in creating the catalogue for CCAC to get out of the way of the work that is created there. The design of the catalogue is subservient to the artwork it presents.