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Posts Tagged ‘El Lissitzky’

This feature is continued from yesterday…

 
 
Yesterday, I shared some insight into one of Harrington’s Communication Design instructors, Alma Hoffman. Keep reading her interview below to find out her design advice to students and her inspiration…
 
Me: Any advice you would give to design students?
Alma:  I would say to learn to take things less personally and believe that we are here to help you. Believe it. Even those times when we need to be tough it is because we indeed care about you as a designer and as a person and perhaps you need to hear what we are saying even if you do not like it.
 
Also allow yourself to learn and to be pushed. It is amazing what you learn when you let yourself be pushed. The professors I remember the most are those who pushed me very hard and my frustration sometimes brought me to tears but I learned. Today we are great friends.

Finally, as a Communication Designer, learn about design history and learn about trademark and copyright. You have no idea what a difference it makes when you are an informed designer out there.

 
My personal design philosophy is simple: research, know the subject, topic, or client in and out, sketch (by hand as many as possible— I carry two sketchbooks with me: one in my purse and one in my school bag), doodle, incubate, and go to the computer to do the most promising ones.
 
M:  Any design inspirations?
A:  Whoa! I am inspired by so many things… music, Latin music, the sound of it just makes me get up and dance. But any music gets me going. I am inspired by clouds, I love to look at them, walks, long walks, movie credits, books —a good story that arrests me— , my children are a constant source of ideas and inspiration, and so many other things…
 
In terms of design: April Greiman is one of my heroes. Jennifer Sterling is another one. Rosemarie Tissi, and others. I say give me meaning, content, and substance, and your design will last a lifetime. Which is why work done by the giants never gets old or outdated: Armin Hoffman (My son’s middle name is Armin), Ruder, Brockman, Brodovitch, Matter, El Lissitzky, Bauhaus, Paul Rand, etc. They were designers with strong philosophical and political stances who made work based on the use of design principles and it never gets old.
 
Check out her photography and some cool design work here.
And finally, you can see her business site at http://www.studio2n.com/
  
 
About Alma Hoffman:
Alma Hoffman has been in the Communication Design field for over 10 years as both a freelancer and college instructor and currently teaches Communication Design at the Harrington College of Design.  She is a graduate from Iowa State University with an MFA in Graphic Design. Alma also has a bilingual background which helps her develop multicultural design strategies.  As a designer, she has received awards from American Graphic Design Awards GDUSA in 2008 & 2009. As a person, she likes to dance, play with her kids, take photos, exercise, eat ice cream and engage on on social media sites :-).
 
Photo and design courtesy Alma Hoffman

Thanks for sharing Alma! 🙂

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