The Artist’s Hand

In the 1970s, design took a large turn against the commanding structures of the world. Feminist artists and designers used handmade type and unconventional layouts as a deliberate departure from the rigid, male-dominated norms of graphic design. By embracing hand-drawn lettering, uneven spacing, and asymmetrical compositions, they rejected the clean, mechanical precision of mainstream design in favor of a more personal, expressive approach. Analog art created a space for critique and self-agency.

Artists like Warhol, Grapus, and Roman Cieślewicz championed this style. Other influential artists include Sister Corita Kent, Evelyne Axell, Rosalyn Drexler, and Kiki Kogelnik. This method of design, often seen in zines, posters, and mixed-media works, conveyed a sense of immediacy, intimacy, and rebellion against the structured and polished aesthetics of the time. Designers sought to engage with their audiences through physicality and texture, using traditional processes to highlight their work’s human touch.

The imperfections and irregularities in these analog designs—whether in hand-drawn type, screen-printed posters, or cut-and-paste layouts—became a marker of authenticity and a deliberate critique of the increasingly polished, commercialized world of design.