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Youthedesigner: graphic design inspiration, freebies, Youthedesigner is a graphic design blog that features design inspiration, resources, tutorials, news, tips, trends, interviews, contests and much more!. Fifteen years ago, InJu Sturgeon, UCLA Extension’s creative director, approached the man who was then one of the most revered names in graphic design with a request that even she considered laughable for its audacity. Sturgeon told artist Paul Rand that Extension was launching a series of catalog covers by master graphic designers. Rand, then age 75, was responsible for many of corporate America’s most recognizable logos, among them, those of IBM, ABC and UPS. Sturgeon eventually won over Rand, and the designer’s simple yet striking image for the Winter Quarter 1990 catalog — a snow-capped orange — kicked off a cover series that has succeeded beyond the director’s wildest expectations. The covers, which showcase images of soaring kites, surfboards and a bouncing bear, are witty and inventive while making a statement about the life-enriching opportunities that await Extension students.


With Rand on board, Sturgeon had little trouble recruiting other big names in the design world. Today, Sturgeon no longer pleads and cajoles on the telephone; the best in the business call her asking to design a cover.
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She could reimburse the designer for expenses, but otherwise she had no budget to pay him for his work, she told him. Designer Lou Danziger made a visual pun with his cover — a photograph of a fully extended stepladder leaning against a grimy, graffiti-scarred building.
Many covers live on as framed posters that grace homes and offices, including the chancellor’s suite in Murphy Hall. She told Rand that what she had in mind were not just catalog covers but works of public art that would be seen and enjoyed by the hundreds of thousands of people who pick up UCLA Extension catalogs, the listings of more than 1,000 courses offered each quarter of the academic year.




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