Graphic design used to be a solely hands-on craft. Drawings were done by hand, ink was pressed to a stamp to create typography, and elements were cut and pasted to create composition.
As technology evolved, so did design. By the 70s, computers were available to reduce most tedious manual processes.
However, a lot of designers were skeptical. Why would they use a machine instead of their hands to create art?
But April Greiman is different. This transmedia artist is widely recognized as the trailblazer who first went from analog to digital. Unlike her peers, she saw the computer as an opportunity to explore creative possibilities instead of a threat—which led to her pioneering the shift to the digital art that we know today.
Today, let’s explore Greiman’s story, her famous works, and how she revolutionized digital art. We’ll also explore her design philosophies and see how we can apply them to our modern branding and logo design process.
Who Is April Greiman?
Greiman was born in 1948 in New York City. Her father was a computer programmer and systems analyst at Lightolier, which led to her familiarity with technology during an era when it wasn’t as mainstream.
Greiman started her foray into graphic design during her university days at the Kansas City Art Institute. At the school, she was introduced to Modernist principles, which ended up being her biggest design influence. This eventually inspired her to move to the Basel School of Design in Switzerland, which was the mecca of Modernist art.
She studied under artists like Armin Hofmann and Wolfgang Weingart, who introduced her to International Style. Greiman was also exposed to New Wave experiments in Weingart’s studio, which opened her eyes to the new aesthetic and significantly influenced her later work.
After completing her studies, Greiman moved to Philadelphia and became an Associate Professor at the Philadelphia College of Art.
She would then go on to work as a freelance designer before moving to Los Angeles, where she met designer-photographer Jayme Odgers. The two collaborated to design the famous 1978 Cal Art poster that sparked the rise of California New Wave movement.
Greiman also started her own studio at the time, where she developed her signature style of layered text, artfully arranged collages, and highly contrasting colors. Her technique eventually became the template for postmodern art.
Image by Selwyn Legaspi
Greiman was appointed director of the Design department at the California Institute of the Arts in 1982. Here, she had the opportunity to experiment with new tech, as she had access to a computer, synthesizer, and video equipment. This inspired her to incorporate more technology into her art, which led her to purchase her own equipment, such as the Apple Macintosh and Quantel Paintbox, to further experiment.
Greiman would then continue to create more famous art that harnessed the power of technology with her “Does It Make Sense” and “Pacific Wave” posters. These works not only established Greiman as one of design history’s greats but also opened the door to embracing digital art.
Greiman received the American Institute of Graphic Arts (AIGA) Medal in 1998 and the Chrysler Award for Innovation in Design in 1998.? Today, she runs her own design studio, “Made in Space,” where she continues to explore the relationship between technology and art. She also teaches and gives lectures, inspiring a new generation of designers to push creative boundaries as she did.
Greiman’s Signature Design Techniques
“Design must seduce, shape, and perhaps more importantly, evoke an emotional response.” – April Greiman
You’ll easily recognize an April Greiman artwork by the following elements:
Digital experimentation
(Poster for AIGA, 1993)
Greiman was always drawn to combining technology with her designs. She would integrate printing errors into her art. She also explored pixelation, bitmap typefaces, low-res imagery, and digital distortion, which were still unconventional at the time.
Greiman’s most famous work, “Does It Make Sense?” (seen below), highlights this the most. The artwork featured a scanned image of her nude body overlaid with text and digital imagery, which emphasizes her belief in fusing technology and personal expression.
New Wave aesthetic
(Greiman & Odger’s WET Magazine cover, 1971)
New Wave is characterized by a departure from the traditional clean and grid-based Swiss style, embracing a more experimental and playful approach.? Greiman’s love for the layered, colorful, and out-of-the-box layout is exactly why she is the pioneer of the movement.
(Poster for Pacific Design Center, 1983)
Greiman favored fluid compositions that embraced depth, layering, and three-dimensionality. Her work feels more like a collage rather than a simple one-layer layout. She also loves using bright pops of color in her work, making them stand out even more.
(Pacific Wave, 1987)
Bold typography
(Poster for MOMA, 1988)
Greiman’s approach to typography is anything but conventional. She uses distorted text, unique fonts, and unconventional arrangements, making typography a central element rather than a supporting feature in her work.
(Poster for CalArts)
(Inventing Flights, 2003)
Modern Applications of Greiman’s Design Principles
April Greiman’s designs may be a few years old, but they remain highly relevant today.
Here’s how her principles can be adapted to your work:
Embrace technology
Many designers have laughed at Greiman’s idea of using computers to create art. But now, digital design is the norm. It shows that embracing changes, especially technology, is crucial to stay relevant in the design world.
This can be related to the rise of AI in our current era. Instead of viewing AI as an enemy, designers should see it as an asset–a way to streamline their work and cut down tedious labor or as a brainstorming partner for creative ideas.
If you’re interested in branching out to AI, feel free to browse our AI poster generator, AI logo generator, and other AI design tools.
Break the rules
Greiman was influenced by different art styles—Modernist, Swiss, and New Wave. Instead of sticking to the basics of each principle, she decided to add her own twist to each. She also combined these styles to create her own hybrid imagery aesthetic.
New trends can only start if you innovate. Don’t be afraid to go beyond traditional design principles. Try mix-and-match styles such as combining maximalism and minimalism, adding a touch of modern to vintage elements, and more.
Abstract Scribble Flower by BrandCrowd
Vintage Key Souvenir by BrandCrowd
Vintage Shovel Gardening by BrandCrowd
Experiment with typography
Greiman saw typography as a design opportunity instead of just simple text.
Try to break away from the typical rigid layouts and experiment with fluid and flowy layouts. You can also think of typography as a way to express yourself—arrange them circularly to draw your eyes to the center, slant them diagonally to show speed and motion, or put them in all-caps to suggest urgency.
Circular Saw Carpenter by BrandCrowd
Pop Art Shapes Graffiti by BrandCrowd
Your choice of typography can also affect branding. For example, thin, widely spaced letters can suggest an airy and luxurious feel, while handwritten scripts convey a sense of warmth and friendliness.
Focusing your design on a single letter is also a great option. Think of the logos of Unilever, McDonalds, or Monster. Even with just one letter, they all look distinct. If you’re interested in this idea, take a look at our letter S, letter M, or letter P logo maker tool for more inspiration.
Modern Agency Letter P by BrandCrowd
Colorful Letter M Lines by BrandCrowd
Alphabet Inline Shadow by BrandCrowd
Conclusion
There you have it! Did you like our deep dive into April Greiman’s designs?
Her pioneering integration of technology into design has paved the way for contemporary digital design practices.? So, if you are a digital designer or illustrator, you have April Greiman to thank for making it possible.
If this article inspired you, hop on to our design templates now to start your creative journey. You can also look at our other designer spotlight articles, such as Corita Kent or Saul Bass, to see their stories and explore how their art influenced graphic design as we know it today.
Which designer do you want us to feature next? Drop us a comment below!
Written by DesignCrowd on Friday, March 21, 2025
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