Graphis Magazine, The International Journal of Visual Communication, was designed and published by Walter Herdeg from 1944 through 1985. It originally presented work from Fine Artists such as Picasso, Vasarely, Munch, and many more; later, it presented the evolution of Graphic Design as we know it today, followed by Illustration, Photography, and eventually Advertising. Herdeg also initiated Graphis Annual (Design integrated with Illustration) in 1952, followed by Photographis (Design integrated with Photography) in 1966, and Graphis Posters in 1973. He also published books on a variety of topics such as comics, diagrams, ephemera, and television graphics. Herdeg’s high expectations for quality in everything he created made him a legend in the design community, and he was admitted into AGI in 1952.

In 1985, Herdeg retired and sold Graphis to B. Martin Pedersen, who redefined the Annuals by separating them into Design, Photography, Advertising, and New Talent for student work. He also began publishing non-Annuals in Typography, Branding, Brochures, Annual Reports, and Logo & Letterhead. Pedersen continued with the Magazine until 2005 when it ceased due to economic decline. In 2008 his distributor, Watson-Guptill, unexpectedly folded, and with it the AIGA and Art Directors Club Annuals ceased publication. Pedersen was caught between two decisions: to also fold or to continue by selling directly. Having chosen the latter, he needed to build a customer base to help him survive the printing of the books, which required a considerable investment from his end.

Herdeg related to Pedersen that he did not invest in writers because in his experience, the Design community generally did not take the time to read. In 19--, however, B. Martin Pedersen hired Martin C. Pedersen (not a relative), who had just lost his job with Newsday, as an Editor with the responsibility of improving the editorial. Both agreed that it would be beneficial to invest in great writers to bring some dignity to the community of talent being presented. From 1997-2000, (issues 307-323), they commissioned great writers such as Tom Wolfe (interviewed Milton Glaser in issue 331), Truman Capote (wrote about Richard Avedon’s portraits in issue 86), Pete Hamill (wrote about “The Public and Private Art of David Levine” in issue 321 and Milton Glaser in issue 324), and Paola Antonelli (wrote about Pierluigi Cerri in issue 286, Italo Lupi in issue 276, and Achille Castiglioni in issue 285), among many others. These articles may have been read; however, there was no response on the editorial, nor was there an increase in subscribers. Herdeg was unfortunately right; however, unwilling to accept this, Pedersen is now relaunching the Magazine as Graphis Journal, which will continue to present quality editorial about the talent behind the extraordinary artwork in the industry.

For your reference, all of the creatives and writers presented are listed below in alphabetical order by last name. If you become a Professional Member, you can gain access to over 60 years of Graphis Magazine from 1944 to 2005. These 355 issues give rare insight into the historical emergence of our professions from a start in Fine Art to the development of Graphic Design (or commercial art) and Advertising as we know them today.

I sincerely believe that much of the Platinum and Gold Award-winning work we have been receiving over the years qualifies as fine art. —B. Martin Pedersen


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Contributors

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Lacorazza, Vincenzo, Author

Lacy, Bill, Author

La Dell, Edwin, Author

Lagarrigue, Jean, Art Director, Illustrator

Lahr, John, Author

Lalich, Richard, Author

Lamm, Lora, Graphic Artist

Lampe, Jorg, Author

Lancashire, David, Designer

Lancaster, Eric, Graphic Artist

Landor, Walter, Designer

Lane, Arthur, Author

Lange, Alexandra, Author

Lanterio, Roberto, Graphic Designer, Illustrator

Lanzinger, Mario, Author

Laposky, Ben F., Author

Larsson, Alice M., Author

Lartigue, Jacques, Author

Lasky, Julie, Author

Lasn, Kalle, Magazine Editor

Lassaigne, Jacques, Author

Laurents, Gene, Photographer

Lautner, John, Architect

Lavalley, Paul, Author

Laws, Frederick, Author

Leboyer, Frederick, Author

Lechner, Herbert, Author

Lederer, Grit, Author

le Doux, Jean Picart, Author

Lee, Andrea, Author

Lee, Tom, Author

Leele, Ouka, Photographer

Le Foll, Alain F., Illustrator

Leger, Fernand, Artist

Legrand, F. C., Author

Lehner, Ernst, Author

Leibowitz, Matthew, Graphic Artist

Leidmann, Cheyco, Photographer

Leisinger, Hermann, Author

Lejard, Andre, Author

Lemoine, Georges, Illustrator

Lemon, Ann, Designer

Lemos, Peter, Author

Lenica, Jan, Author, Graphic Artist

Lenik, Professor Krzysztof, Designer

Leonardi, Leoncillo, Ceramist

Lepman, Jella, Author

Le Quernec, Alain, Graphic Designer

Leroy, Jules, Author

Leslie, Robert L., Author

Lessing, L.P., Author

Leu, Prof. Olaf, Author, Art Director, Designer

Leupin, Herbert, Graphic Artist

Leuschel, Klaus, Author

Leutwyler, Henry, Photographer

Levenson, Robert H., Author

Levine, David, Caricaturist

Levinson, Nancy, Author

Levy, Leah, Author

Lewis, Richard A., Author

Lewitt-Him, Illustrator

Lex, Edme, Author

Leyden, R. V., Author

Lhote, Andre, Author

Lhote, Henri, Author

Liberman, Alexander, Artist, Magazine Editor

Lichtwitz, Friedmann, Author

Liebsch, Otto Georg, Graphic Artist

Liepke, Peter, Photographer

Liepke, Skip, Illustrator, Painter

Limbach, Alfred, Author

Lin, Maya, Architect, Artist

Lin, Vance, Author

Linck-Daepp, Margrit, Ceramist

Linda Cooper, Author

Lindberg, Stig, Designer

Lindbergh, Peter, Photographer

Lindegger, Albert "Lindi", Cartoonist

Lindner, Richard, Painter

Linke, B.W., Graphic Artist

Lins, Rico, Designer, Illustrator

Linsenmaier, Walter, Painter

Lionni, Leo, Author, Children's Book Author, Illustrator

Lipsky, Tadeusz, Paper Sculptor

List, Herbert, Author

Littmann, Bert W., Author

Ljorring, Flemming, Designer

Llado, Jose M., Author

Lloyd, Doug, Graphic Designer

Lode, Imke, Author

Lode, Mike, Author

Loerzer, Henning, Author

Loesch, Uwe, Poster Artist

Loewer, Claude, Author

Loewy, Raymond, Industrial Designer

Lois, George, Author, Art Director

Lonberg-Holm, K., Author

Londenberg, Kurt, Graphic Artist

Longanesi, Leo, Editor

Looser, Hans, Author

looss, Walter, Photographer

Lord Snowdon, Filmmaker

Lothrop, Samuel K., Author

Low, Joseph, Illustrator

Lubalin, Herb, Author, Art Director, Designer

Lubow, Arthur, Author

Lucerni, Ugo, Ceramist

Ludtke, Jim, Animator, Designer

Ludwig, Allan I., Author

Lukova, Luba, Artist, Designer

Lumby, Catherine, Author

Lunn, Arnold, Author

Lupi, Italo, Graphic Designer

Lupton, Ellen, Author

Lurcat, Jean, Author, Painter

Lustig, Alvin, Graphic Designer

Lutens, Serge, Art Director, Photographer

Luthin, H. W., Author

Luthy, Wolfgang, Author

Luttge, Thomas, Photographer

Luzzati, Emanuele, Animator, Graphic Artist