An ambivalent Practice
Words, Visuals & Attitudes: Designers designing their external representation
This project investigates how graphic design
studios in Zurich position themselves and how they
perceive the role of graphic design within society
today.
For this, I use quantitative and qualitative methods
to explore the vocabulary, the visual depiction and
the attitude of graphic design studios in Zurich.
With the aim of finding tendencies and drawing
broader conclusions that might be relevant for the
industry at large, this study attempts to create a
record of the current situation of graphic design
studios in Zurich. The outcome of this study is a
catalogue that invites professionals to explore the
positioning of other graphic designers and their
perspective of the contemporary role and relevance
of the profession within society.
