In a Man’s World — Zuzana Licko
Growing up in school, I always had a passion for creativity — in high school it was embodied through sculpture and ceramics. I had a love of english and computers, but was never quite sure how to create a hobby out of it. Finally, my senior year of high school, I toured the University of Cincinnati’s DAAP program and realized that graphic communication design was the perfect combination of my loves — creativity and problem solving, digital yet tactile. And better yet, it could be more than just a hobby, it could be a career.
Similar to myself, Zuzana Licko stumbled into graphic communications from a combination of loves — architecture, photography and computer programming. Born in Czechoslovakia, Licko was the daughter of a biomathematician and had an interest in computers because of this. After moving to the U.S., she originally pursued a degree in architecture but found that it was too business-like for her taste, so she decided to switch to visual studies. Visual studies was not easy for her, however, as she was forced into writing right-handed in her calligraphy class when she was left-handed. Despite this setback, Licko continued to pursue her blended interests. Her father commissioned her to create a Greek alphabet font, and with her unique access to personal computers, she was able to bring something brand new to the industry.
With her husband, Rudy Vanderlans, Licko founded Emigré and began distributing fonts. They were challenged by many, as their fonts embraced the new digital world, but Licko was not afraid to keeping moving past the critiques. She went on to win awards for her fonts Mrs. Eaves and Filosofia.
“The most popular typefaces are the easiest to read; their popularity has made them disappear from conscious cognition. It becomes impossible to tell if they are easy to read because they are commonly used, or if they are commonly used because they are easy to read.”
I appreciate Licko’s determination and confidence throughout her career. Although, she found that “it’s not a problem of being a woman in a man’s world. It’s being a type designer in a world that gives little recognition to this art form.” This is still somewhat true today in terms of graphic communication design. In my opinion, the career is undervalued and still confusing to the general public. When asked my career, and I answer design, people assume I make t-shirts or just draw logos all day. Originally, even my parents feared I would be a “starving artist.” Yet, the field is flourishing. We do more than just make things pretty; we are problem solvers, sympathizers and innovators. Thanks to Zuzana Licko, more designers are proving this to the world today. And I am thankful to be working for a company that supports designers, and constant learning.
