In 1990, UCLA Extension creative director InJu Sturgeon approached a 75-year-old Paul Rand with a request to design the cover of their winter quarter catalog. After much persuasion–one would imagine after designing logos for three–lettered companies you might shrug off a pro bono job–Rand replied with a snow-covered orange that ended up making graphic design history.
Since then, Sturgeon has recruited veritable legends of design to contribute their little riffs on Southern California culture, resulting in one of the most sought-after continuing education catalogs in the country (we hear people hoard them like design magazines). 58 covers later, the collection was featured in an exhibition. And just last night, the latest in the series (above), designed by Steff Geissbuhler, was dropped in our laps. Says Sturgeon:
For the series, I like to feature the work of designers whose experience and accomplishments are at the “master” level, as well as maintain a balance between U.S-based and international designers. In 2005, Steff was awarded the AIGA Medal for Lifetime Achievement in Graphic Design, so I felt he was the perfect choice for the series and was delighted he was able to include us in his busy schedule.
You can see all the covers on UCLA’s site.