Women Designers You Should Know: Episode 020 - Elaine Lustig Cohen: Untrained & Unstoppable (w/ Stephen Heller)

In Episode 020 of the Women Designers You Should Know podcast, host Amber Asay shines a spotlight on the extraordinary career of Elaine Lustig Cohen, a trailblazing figure in modern American graphic design. Joined by acclaimed design historian and writer Stephen Heller, the episode delves deep into Elaine's journey from an untrained designer to a pivotal force in a predominantly male industry, highlighting her resilience, creativity, and lasting impact on design history.

1. Introduction to Elaine Lustig Cohen

The episode opens with Amber Asay introducing Elaine Lustig Cohen as both a fine artist and designer who, despite lacking formal training in design, became a leading figure in the modernist movement of the 1950s. Elaine initially focused on fine art but was thrust into the design world through her marriage to the renowned designer Alvin Lustig. After Alvin's untimely death in 1955, Elaine not only continued his legacy but also carved out her own distinct path in the design landscape.

Amber Ac (00:10): "Elaine... was a testament to resilience, creativity and an unwavering sense of modernist purpose."

2. The Interview Begins: Stephen Heller's Perspective

Stephen Heller brings his extensive experience, having authored over 200 books on design and pop culture, to explore how Elaine broke into the male-dominated design world and shaped it. He emphasizes the importance of rewriting history to include more women, ensuring their contributions are rightfully celebrated.

Stephen Heller (02:55): "I owe a lot of my design education to you as I'm sure a lot of others do."

3. Elaine's Early Life and Upbringing

Elaine was born in Jersey City in 1927 as Elaine Furstenberg. Raised in a liberal environment where working women were the norm, she never felt a significant gender gap in her early professional experiences. Her mother’s role as a working woman influenced Elaine's perception of gender roles, fostering a sense of equality from a young age.

Elaine Lustig Cohen (03:58): "Women are equal, if not equal."

4. Transition into Design through Marriage

Elaine's formal entry into the design world came through her marriage to Alvin Lustig, a prominent modernist designer. Initially sidelined in his studio, Elaine’s role expanded as Alvin's health declined due to diabetes. She began assisting more with his projects, gaining hands-on experience right in the heart of the modernist movement.

Elaine Lustig Cohen (23:18): "She was prevented from designing when they first got married, he left her out of the work equation."

5. Taking Over Alvin's Studio

After Alvin's passing in 1955, Elaine took over his influential design studio. Despite having no formal design training, she managed high-profile projects, including the Seagram Building signage in New York. Her ability to maintain and enhance the studio’s modernist ethos earned her the trust of architectural giants like Philip Johnson, establishing her as a formidable designer in her own right.

Stephen Heller (02:00): "Elaine's rise from an assistant to an acclaimed designer... makes her one of the most intriguing figures in design history."

6. Expanding Her Portfolio: Book Covers and Museum Catalogs

Elaine's prolific career includes over 150 book covers and museum catalogs. She seamlessly integrated European avant-garde aesthetics into American modern graphic design, creating visually striking and innovative designs. Notable works discussed include:

• The Book of Jazz: Featuring fragmented, dancing "J"s that create rhythmic visual compositions.
• Politics: Who Gets What, When, and How: Utilizing alternating exclamation points and question marks to convey political statements.

Elaine Lustig Cohen (34:03): "I never thought of myself as a decorative designer. I always thought of design as having to function first and then it could be beautiful."

7. Transition to Fine Art

In the 1960s, Elaine began to focus more on painting and collage, merging her graphic design expertise with fine art. Her Untitled series from the 1970s showcases bold, flat planes of color and geometric precision, reflecting her modernist roots while allowing for personal artistic expression.

Stephen Heller (35:25): "Elaine's paintings are structured with sharp edges and distinct boundaries between the shapes reflecting her background in graphics."

8. Addressing Gender Equality in Design

Though Elaine did not explicitly identify as a feminist, her success in a male-dominated field and her efforts to highlight women's contributions in design history embody the essence of gender equality. She emphasized the importance of recognizing women's roles in design, helping to reshape the narrative to include more diverse voices.

Stephen Heller (10:25): "She tolerated being a woman designer more than she identified with being a feminist, but she was opinionated and staunch liberal."

9. Legacy and Recognition

Elaine Lustig Cohen's work gained significant recognition in the 1990s, with institutions like the Museum of Modern Art (MoMA) and the Cooper Hewitt National Design Museum including her pieces in their permanent collections. In 1995, an exhibition curated by Ellen Lupton showcased 80 examples of her work, highlighting her role in integrating European avant-garde aesthetics into American design. Elaine was awarded the AIGA Medal in 2015, honoring her profound impact on the design world.

Stephen Heller (41:11): "Her influence cannot be overstated. She has a legacy that's a powerful reminder of how design can be timeless and cross mediums too."

10. Personal Reflections and Final Thoughts

Throughout the episode, Stephen Heller and Elaine Lustig Cohen share personal anecdotes and reflections on Elaine's generous nature and collaborative spirit. Elaine's willingness to mentor and support other designers, especially women, underscores her enduring legacy in the design community.

Elaine Lustig Cohen (43:02): "She was extremely generous with the materials she acquired and accumulated for Ex Libris... She would send fan letters to designers she admired."

Conclusion

The episode concludes with a heartfelt tribute to Elaine Lustig Cohen's contributions to both graphic design and fine art. Amber Asay reiterates the importance of celebrating women in design history, ensuring their stories and achievements are recognized and remembered.

Amber Ac (45:45): "Let's redesign history by celebrating women."

Elaine Lustig Cohen's story is a powerful testament to overcoming barriers, pioneering innovative design, and fostering a more inclusive narrative in the world of design. Her legacy continues to inspire new generations of designers, reaffirming the vital role women have played and continue to play in shaping the visual landscape.

Notable Quotes with Timestamps:

• Amber Ac (00:10): Introduction to Elaine as a testament to resilience and creativity.
• Stephen Heller (02:55): Acknowledges his debt to Elaine for his design education.
• Elaine Lustig Cohen (03:58): Emphasizes gender equality in her experience.
• Elaine Lustig Cohen (23:18): Discusses being initially sidelined in her husband's design studio.
• Stephen Heller (02:00): Highlights Elaine's rise to an acclaimed designer.
• Elaine Lustig Cohen (34:03): Clarifies her design philosophy prioritizing functionality over decoration.
• Stephen Heller (35:25): Describes Elaine's structured approach in her fine art.
• Stephen Heller (10:25): Comments on Elaine's stance on gender and feminism.
• Stephen Heller (41:11): Summarizes Elaine's profound and timeless influence.
• Elaine Lustig Cohen (43:02): Reflects on Elaine's generosity and mentorship.
• Amber Ac (45:45): Concludes with the mission to celebrate women in design history.

Final Notes:

Elaine Lustig Cohen's work is preserved in prestigious institutions such as the Museum of Modern Art (MoMA), Cooper Hewitt Smithsonian Design Museum, and LACMA. Her legacy not only bridges the gap between mid-century modernist design and fine art but also serves as an enduring inspiration for those who strive to blend multiple disciplines while maintaining artistic integrity.

For more insights and stories like Elaine’s, tune into future episodes of Women Designers You Should Know, and consider supporting the podcast through platforms like Buy Me a Coffee or Patreon to help continue celebrating and documenting the invaluable contributions of women in design.