The Chance encounter that redefined culture
Many artists claim to be subversive, though it's increasingly rare to find an individual who has defined their career by defying design conventions. But that's just what David Carson did. From the moment he followed his instincts and tore up the rule book to set typography free, he was unknowingly cementing his place in the cultural hall of fame.
From school board to surfboard
Like most people, acclaimed graphic designer Carson didn't begin his career in pursuit of creative notoriety. His early years in the 1980s were dominated by his work as a high school teacher and his love of surfing. Surprisingly, both worlds would lead him to his true passion: graphic design. But how does a teacher and top-rated professional surfer become known as the Most Famous Graphic Designer in the world by Creative Review?
It started with a flyer in the mail. The innocuous ad for a two-week graphic design course at the University of Arizona was intended for his students, but Carson was intrigued. Before that moment, he had no idea graphic design could be a career. But after graduating from the course, he was ready to take a bold new direction in life.
It was his love of surfing that guided him to his first professional projects. A native of southern California, he grew up by the beach and was fully immersed in 'SoCal' culture. Carson took a job as an art director at a surf lifestyle magazine. There, he began to develop what would become his signature rule-breaking style.
In some of The Macallan work, I very noticeably got into what I call 'My Zone'
Finding meaning through chaos
His reputation grew as he moved between magazines such as Transworld Skateboarding, How, and RayGun. Industry acclaim followed – as evidenced by his short six-issue run on Beach Culture journal earning him over 150 design awards.
Finding meaning through chaos
His reputation grew as he moved between magazines such as Transworld Skateboarding, How, and RayGun. Industry acclaim followed – as evidenced by his short six-issue run on Beach Culture journal earning him over 150 design awards.
Despite being described as chaotic by some critics, Carson's polarizing aesthetic cut through. His art direction and design broke convention and gave typography a more active role. As a result, what he created was less about letters conveying information and more about using shapes and the interplay of overlapping text and photography to relay meaning.
"Don't confuse legibility with communication; just because something is legible, it doesn't mean it communicates, and more importantly, it doesn't mean it communicates the right thing." This quote in his 2013 TedTalk defines his approach to creativity – and provides a rationale for his singular style.
Don't confuse legibility with communication – just because something is legible, it doesn't mean it communicates, and more importantly, it doesn't mean it communicates the right thing
Defy convention
Carson has worked with the biggest companies in the world throughout his career, both as an individual and with his design agency. But he rarely finds brands that so closely match his creative ambition and process.
Defy convention
Carson has worked with the biggest companies in the world throughout his career, both as an individual and with his design agency. But he rarely finds brands that so closely match his creative ambition and process.
That's why the ongoing collaboration with The Macallan has been such a natural fit. This year, they once again worked together, this time on The Macallan Concept Series. He created bespoke artwork to define Concept No. 3, which is available in select global airport boutiques.
The Macallan Concept Series is a limited collection of annual release whiskies that combine the brand's artistry and expertise with iconic artists and masters of culture. In this natural pairing, Carson traveled to The Macallan’s beautiful 485-acre Estate in Speyside, Scotland immersing himself in the natural environment and the whisky making process – guided by Whisky Maker Polly Logan.
"In some of The Macallan’s work, I very noticeably got into what I call 'my zone'" said Carson. "I was just clicking; it was all coming together. There's two times when I feel I'm totally in the moment. One of them would be when I'm in that work zone and then the other time is surfing. The ocean and the sunsets and the wind... To physically get out and interact with nature… It's strong stuff."
While the dramatic Scottish countryside is a departure from Carson's beloved sunny Southern Californian coast, finding inspiration in nature is just one of the many shared attributes that made this collaboration a success.
"In some of The Macallan’s work, I very noticeably got into what I call 'my zone'" said Carson. "I was just clicking; it was all coming together. There's two times when I feel I'm totally in the moment. One of them would be when I'm in that work zone and then the other time is surfing. The ocean and the sunsets and the wind... To physically get out and interact with nature… It's strong stuff."
While the dramatic Scottish countryside is a departure from Carson's beloved sunny Southern Californian coast, finding inspiration in nature is just one of the many shared attributes that made this collaboration a success.
The Macallan created Concept No. 3 to reflect Carson's distinctive lifestyle, personality and career while celebrating the shared approach to craft. Excellence is achieved by critically engaging traditional techniques and revisiting ideas and concepts.
From a flyer in the mail, Carson has created an illustrious and pioneering career that has changed the design world and our cultural understanding of communication. He continues to find moments amongst the waves.