Do you know who Paul Rand is? No? Then get the hell out.
No matter how talented you are as a designer, not being able to articulate your ideas in contrast to those who’ve preceded you will cut you down to size almost instantly. Some of the greatest designers of all time are those who have laid the ground work for you. They have established graphic design as a legitimate industry in which you are now able to make a living, provided the job market continues stabilizing.
Saul Bass, Paul Rand, Neville Brody, Milton Glaser, Adrian Shaughnessy, Stefan Sagmeister, Paula Scher, Michael Beirut, Debbie Millman, Chip Kidd, John Maeda, Jessica Helfand, and Massimo Vignelli are among history’s most important designers.
I’m sure I accidentally left out a few. David Carson was left out on purpose.
Hopefully you know your design history, but that’s not enough. Being able to pinpoint a specific design piece and identify its era will certainly help bolster your credibility as a designer, but not knowing who designed it will almost certainly destroy your credibility beyond repair. Not knowing who designed the CBS logo will provide you the opportunity to experience what a swift kick to your ass feels like. And not knowing who designed the graphics for the film “Vertigo” will provide you the opportunity to experience what a door slammed in your face feels like.
However, it’s simply not enough to know who designed a specific logo, poster, or visual campaign. Knowing why is just as important. You need to get into the heads of the designers behind the pieces you’re studying, and there’s really no better way to do this other than reading a book.
Okay, fine. The Internet is also a decent resource. But I find that books provide a much more intimate look into the minds of today’s most prolific designers. Self-published books are highly recommended as the designer will usually be more willing to let his or her guard down. Stefan Sagmeister is particularly known for being brutally honest about his work. Any of his publications should be read with great care.
Also, keep an eye on emerging designers from around the area. Minneapolis specifically has such a tightly woven design community, and you’ll benefit greatly from learning more about local designers. Who knows, maybe they’ll return the favor and take an interest in you.