Designer · Educator
The article presents an excerpt from Taschen’s book *The Elements of Brand Design* by Katharina Sussek and Jens Müller of Vista studio. It traces the evolution of modern brand design from early industrial-era symbols to contemporary corporate identities, highlighting milestones from AEG and Olivetti to IBM and Instagram. The piece contextualizes how design has shaped brand recognition and identity across history.
In this POV essay, Kathy Pham critiques the current state of graphic design education, arguing that universities have turned design programs into trade schools focused on technical skills rather than cultivating taste, critical thinking, and interdisciplinary learning. Drawing on historical and theoretical perspectives from figures like John Dewey, Walter Gropius, and Richard Buchanan, Pham calls for a return to liberal arts principles in design education to foster broader intellectual and creative development.