Kelvin’s top five design submarines

Ok, so they’re not technically submarines. But when Kelv searched for a non-male term meaning ‘heroes’, it suggested ‘submarine’. So he’s going with it.

1. Paula Scher
Started as a record sleeve designer with CBS and Atlantic in the 70s (lots of iconic jazz covers) but has since worked in just about every area of design. Best known for covering entire buildings in type, and her amazing, incredibly detailed maps (pop her name into Google images). Broke new ground for women in a male dominated profession. I think she was the first female Pentagram partner. Pop her name into Google images.

paula scher



















2. Marti Guixé

Brilliant conceptual thinker best known for rebranding Camper shoes stores , Estrella damm beer packaging and designing an aquarium from the point of view of the fish. Bit of a foody – he’s also made a range of healthy snacks called ‘Spampt’ for eating at your computer. Lovely sense of humour in all his work.

Marti Guixe















3. Trevor Beattie
Advertising rude boy responsible for FCUK, Wonder Bra and various campaigns for the Labour Party. Also did ‘Toys aren’t us’ for the National Canine Defence League. His three golden rules: ‘Keep it simple. Keep it simple. Keep it simple.’

trevor beattie


4. Kurt Schwitters

Complete one-off German visual artist working from the 1920s – 40s. Too weird for the Dadaists and Surrealists. Best known for inventing the collage but his graphic work is at least as interesting. (along with Jan Tschichold and others he was very influential in the birth of modernist typography).  Ended up living near Kesick in the Lake District making a barn into a work of art.  And you’ve got to listen to his nonsense poem, The Ursonate (below) – strangest thing I’ve ever heard:

kurt schwitters

















5. Ed Fella
North American artist/typographer. Just for his illegible ‘typeface’ Fella Parts.

ed fella














NB. Tibor Kalman would have been number one but he was already name-checked.