Ursula Hiestand: "Much of It Is Done Shoddily"

At 90, Swiss graphic designer Ursula Hiestand finds much of today's advertising to be "shoddy" in both craftsmanship and design. "It clearly annoys me, always," she admits, but quickly tempers her critique by stating, "But then I tell myself: That's just how they do it today, and it doesn't really concern me as a 90-year-old graphic designer anymore." She shared this sentiment from the garden of her home in Zollikon, near Zurich.

Hiestand, a pioneer who was among the first women admitted to the Alliance Graphique Internationale, a leading global design association, has significantly shaped Swiss graphic design. Her studio, E+U Hiestand, and her subsequent solo work have left a lasting legacy. This year, she was honored with the Grand Prix Design from the Swiss Federal Office of Culture, recognizing her lifetime achievements.

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No, much of it is done shoddily. In terms of craftsmanship and design.

When asked what made her work different from contemporary practices, Hiestand's response implies a focus on foundational design principles and perhaps a different era's approach to the craft. Her career is marked by influential projects, including legendary banknotes, shopping bags, and tram signs, showcasing a breadth of application and a deep impact on the visual landscape.

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Of course, it always does. But then I tell myself: That's just how they do it today, and it doesn't really concern me as a 90-year-old graphic designer anymore.