Tag Archie Boston

4 Corners: An Interview with Archie Boston

As summer officially draws to a close here on British soil, we head to the sunny climes of the US and specifically Los Angeles to interview a man I am proud to call a friend and whose contribution to the design and advertising landscape is immense. I first interviewed Archie Boston two years ago, (in fact it was my first-ever professionally published interview) and discovered a man with humour, humility, passion, creativity and deep sense of integrity. Values that shine through in his body of work, and in particular a series of uncompromising self-promotional adverts he created with his brother Brad. Two years on, his courage and conviction remain resolutely intact, as I’m sure this interview will testify. Over to you Brother Archie…Self-promotional poster for Boston and Boston

Self-promotional poster for Boston and Boston

Archie Boston

Boston served two terms as president of the Art Directors Club of Los Angeles, is one of 35 design pioneers named by Graphic Design USA magazine and was honoured as Outstanding Professor of the Year in 2004 at California State University Long Beach, where he has taught for over 33 years. He published his memoir, Fly in the Buttermilk in 2001, created historical documentaries on 20 Outstanding Los Angeles Designers, in 1986, and is the first African American recipient of the prestigious AIGA Fellows Award.Self-promotional poster for Archie Boston Graphic Design

Self-promotional poster for Archie Boston Graphic Design

How did you get started in your field of expertise?

I received my BFA degree in Advertising Design with Honors from Chouinard Art Institute in Los Angeles, California.  My first job after graduating was as an art director at Hixson and Jorgensen Advertising.  My second job was as a partner in, Boston & Boston Design, where I worked for two years, then returned to work at Ketchum Advertising as an art director for eight years.  I received a Masters Degree in Liberal Arts from the University of Southern California in 1977. Then, I opened Archie Boston Graphic Design and became a Professor at California State University where I worked for 30 years until I retired from teaching in 2009.Self-promotional poster for Boston and Boston

Self-promotional poster for Boston and Boston

What challenges did you face in getting into the industry and achieving your ambitions?

My biggest challenge was racism.  However, rather than be on the defensive, My brother Brad and I went on the offensive and published promotional pieces that were provocative, memorable, daring and different. That approach shock the establishment, but opened the door to many unbiased clients who admired our courage and worked with us in spite of what others thought. However, another problem was that there were many mediocre designers and clients who were afraid of working with a minority firm that they thought we were too talented for the work they did.We've Come Too Far to Turn Around

We’ve Come Too Far to Turn Around

Who and/or What are your greatest inspirations and influences?

My greatest influences were art directors and designers like Georg Olden, Lou Danziger, George Lois, Saul Bass, Paul Rand, Brad Boston, Herbert Lubalin, Jack Roberts and Robert Miles Runyan. My greatest inspiration was and still is Jesus Christ, My Lord and Savior. I cannot think of any designer that was the same, yesterday, today, and forever.  Great design is timeless.Christmas card

Christmas card

What is your best piece of work or the project you are most proud of?

I am most proud of my first book, Fly In The Buttermilk, memoirs of an African American in Advertising, Design & Design Education. This book should be a must-read for anyone in advertising, design or design education. This book will be around for future generations of designers who believe in the gospel of good design. I am also proud of the interviews I videotaped in 1986 of 20 Outstanding Los Angeles designers, while on sabbatical.  Some of the designers featured were Saul Bass, Louis Danziger, Marvin Rubin, Jim Cross, Jack Roberts, Ken Parkhurst, Robert Miles Runyan and many more.Cover for Boston's Fly in the Buttermilk book

Cover for Boston’s Fly in the Buttermilk book

What would be your dream job or project?

This might sound wacky, but my dream project would be to spread the gospel of design spirituality throughout the world. We, as designers, don’t talk about religion and how it influences our creativity. Many of us think that it has no place in our profession. I disagree. I consider myself an apostle of design. Apostle means advocate, follower, believer, supporter, devotee, or scholar. Surely, after all my years in advertising, design and design education, I qualify for this position. So why don’t you follow me in spreading the gospel of design?Christmas card

Christmas card

Please name some people in your field that you believe deserve credit or recognition, and why.

I believe my brother, Brad Boston, deserves recognition because he was a better designer than I.  He was like John the Baptist.  He baptised me into design by making me do my assignments over as a student.  I followed his advice until it was time for me to step out in faith.  The rest is history. Marvin Rubin, my other instructor, at Chouinard Art Institute, who helped me to see the reality of the business, encouraged me to be daring and imaginative.  Marvin also rented Brad and I space in his office until we moved into our own. Nick Mendoza, my friend and former classmate, who founded the first Hispanic advertising agency in Los Angeles, Mendoza Dillion and Associates.  He went on to become a creative director at Young and Rubicam and from there to become an international director of television commercials. I cannot end this section without mentioning, Louis Danziger, my mentor, however, he has received his recognition many years ago and is still considered an ‘Art Center College of Design treasure’. Finally, I believe that God deserves credit and more recognition in this field.  You might think that he is not a person but I believe that He is in all of us.Work for Pentel

Work for Pentel

What’s your best piece of advice for those wanting to follow in your footsteps?

My advice is to be honest. Be happy. Be Yourself. Be courageous. Be imaginative. Be passionate about your work. Be the best that you can be.  Follow your intuition. Don’t settle for mediocrity.  Work hard. Read. Question the establishment. Don’t worry about being politically correct. Respect your teachers.  Enter your work in student design competitions, to find out what professional judges think.  Remember, throughout your career to always strive to do excellent socially responsible work.  And finally, don’t take yourself too seriously.Self-promotional poster for Boston and Boston

Self-promotional poster for Boston and Boston

What’s next for you?

Since I turned 70 years old last month, my perspective has changed about design.  I want to add spirituality to every aspect of my life, including my design.  I have created some controversial work that was not politically correct and in some cases blasphemous. However, I still stand by that work. Now, I see life differently.  I would like for future design generations to consider trusting in a higher power.  I believe that God has led me down my path and there were bumps in the road, but I never would have made it without Him.

Archie. The Apostle of Design

You can visit Archie’s website at www.archbosgd.com.



2013 Aiga Design Conference: Head, Heart & Hand will celebrate the best in design and explore three interrelated aspects of the profession: design strategy, social impact and craft. This event will provide a platform to the participants to discuss about some focal points such as design for social impact and design as craft. The conference will take place October 10-12 at Minneapolis Convention Center. For more information visitdesignconference.aiga.org


Caribbean Sea Jazz Festival: First held in August 2007, the popularity of theCaribbean Sea Jazz Festival has soared since its inception. This two-day event will this year be held on the 4th and 5th of October 2013 on the small island of Aruba. Initially inspired by a number of other such festivals like the North Sea Jazz Festival in The Netherlands and Saint Lucia Jazz, Caribbean Sea Jazz’s goal is to create a stage for local and regional music talent, showcasing them alongside big names in the Jazz world. Running on a small budget, this wonderful event is not just about music, but also exhibits the best of the Aruban community. For more information visitwww.caribbeanseajazz.com


Afro Supa Hero is a snapshot of a childhood and journey to adulthood, shown through a personal collection of pop cultural heroes and heroines of the African diaspora. Jon Daniel’s action figures, comic books and games offer an insight into the experience of a boy of African Caribbean heritage growing up in 1960s and 1970s Britain, in search of his identity. Runs from 14 September – 9 February 2014. For more information visitwww.museumofchildhood.org.uk


Ghana Fashion & Design Week: An impressive range of local and international designers and exhibitors will be participating in the upcoming second annual Ghana Fashion & Design Week. The event will bring together Ghanaian and International fashion, media and industry professionals and fans. Selected designers from around the globe will deliver an exciting selection of creative designer’s collection during the catwalk shows, with a diverse range of Exhibitors hosted at the contemporarily styled PopUp Exhibition Salon during the event. The event will welcome international press, media, and buyers. The catwalk show is scheduled to take place over two days from the 11-12th October 2013. For more informationemail:info@ghanafashiondesignweek.com

If you have any forthcoming events that you would like to be considered for inclusion in this column, please do not hesitate to contact me by email at info at jon-daniel dot com.

Race, Revenue and Representation

Creative Review | CRIT Article | October 2011

In contemporary art and design, context is everything. Where the medium and the moment come together forms a powerful and resonant statement.

So here we are – the context is 2011 where Obama, the most powerful man on Earth, is of African origin. Barriers are being broken down across all market sectors and territories. And there is a shift of economic power from the western world to the emerging markets of Asia, Latin-America and Africa, where over 100 domestic companies boast revenues greater than $1billion.

It’s all part of an African renaissance that has been taking place for several years. A renaissance that’s evident in the media, with the arrival of high quality publications like Arise magazine; online environments such as the African Digital Artists Network; and new African cinema as evidenced in Wanuri Kahui’s futuristic sci-fi movie, Pumzi. All are united by a desire to portray a dynamic, progressive image of The Motherland.

From a UK design perspective we have seen new initiatives arrive, primarily in the form of the African and African-Caribbean Design Diaspora (AACDD). A three-year programme, initiated by the British European Design Group (BEDG), its aim is to promote the creative skills of ethnic minorities of African and African-Caribbean heritage.

It is in part a response to statistics which show that minority ethnic groups are significantly under-represented in the art and design scene in the UK. In fact, Design Council research in 2010 revealed that just 7% of designers are from a minority ethnic background.

So the staging of the Royal College of Art’s recent Black exhibition, a collaboration between the AACDD and the RCA which celebrated the art and design of the college’s African and African Caribbean alumni, could be seen as particularly timely.

It was an opportunity to acknowledge talented artists and designers that may be marginalised and bring them to public attention. But while I applaud the intention, after viewing the show my thoughts soon turned to the issue of ‘presentation’ rather than ‘under-representation’.

The work was eclectic and of a standard you would expect from the RCA, but many of its more renowned black alumni, such as Chris Ofili and David Adjaye, were missing. Their absence was felt.  But even if they were included, the way the exhibition was presented – it looked like it had been put together in a short space of time with limited resources, plus the fact it was only on for a week – left me feeling dismayed.

When asked in an interview with The Guardian as to what advice he has for aspiring black artists, Frank Bowling – now in his 70s and the first black artist to be elected a member of the Royal Academy of Arts in 2005, and whose work featured in the RCA show – says, “Go to the museums and make art that can measure up to the museums. Make art better than anything you’ve ever seen before.”

And while the statistics may suggest otherwise, my own personal experience is that the creative industry has always been a relatively level playing field – where ‘race’ is overtaken by ‘revenue’ every time. If you have the creative talent and commercially exploitable skills, then colour doesn’t come into it.

However, the problem is getting your foot in the door to showcase your skills in the first place. In a world where ‘who you know’ can make a world of difference, that’s not so easy if you don’t know anyone in the industry. And this is where the issue of ‘under-representation’ is a major problem.

For me, the acknowledgement of and addressing of history is also key. You only need one light to shine a path for others to follow.

And we, in the African and African-Caribbean community have to play our part; by understanding our own history and ensuring the stories are told. By holding open the door for others to come in and recognising those who have made in-roads in the industry, but have not had the acknowledgement they deserve.

Only recently did I discover the existence of two African American advertising pioneers: Georg Olden and Archie Boston. As a VP senior art director of McCann-Erickson in New York, Olden was one of the first African-American executives in a major advertising firm. One of the original ‘Mad Men’ he was a leading artist and graphic designer and won numerous major advertising awards and recognized by AIGA.

Although many have forgotten his name, he developed many of the graphical techniques that became standard in the TV and advertising industries. He not only won several Clio Awards, but also designed the actual Clio statuette and is cited as having been involved in the design of the the famous CBS logo.

Another design pioneer, Archie Boston, then emulated Olden’s success. A nationally recognised art director, designer, author and educator, who in 2007, was the first African American to receive the prestigious AIGA Fellows Award from AIGA Los Angeles.

Boston comes from a time often referred to as the Golden Age of advertising. In the sixties he rolled with many of the biggest players such as Saul Bass and Louis Danziger, both design legends who personally did much to champion the inclusion of African-American graphic designers in their practices.

I had the pleasure of speaking to Boston about the issues faced by his generation and what he felt were the issues facing black designers today. “The challenges were much greater for us then, than they are now,” he recalls. “There was a time when I worked for a whole year on a project and never saw the client because the firm were worried about them realising the work was being done by an African-American.”

But now, Boston suggests, “the biggest challenge is motivation, in spite of all the problems that exist in society, to be strongly motivated enough to say, ‘I know I can do it and I’m going to work very hard to do it’. There are so many distractions,” he continues. “And now with the challenges of unemployment – there just aren’t as many jobs as there used to be – the profession is changing and you have to be adaptable to change with it.”

Boston’s words resonate with me because I can see how easily lack of motivation, plus lack of opportunity, plus lack of connections can all add up to suggest why there is a lack of ethnic minorities in the industry.

In an ideal world, we wouldn’t need to highlight the talents of a particular group or community: they would be included naturally as part of a global show of talent. But it is not an ideal world. Sure, we have role models. But they never seem to be held up quite high enough, or long enough, for all to see.

– Jon Daniel.