Women Designers You Should Know: Episode 021 – Susan Skarsgard: From Calligraphy to Cars

Host: Amber Asay
Guest: Susan Skarsgard
Release Date: October 15, 2024

Introduction

In Episode 021 of "Women Designers You Should Know," host Amber Asay delves into the multifaceted career of Susan Skarsgard, a pioneering designer whose journey bridges the realms of fine art, calligraphy, and industrial design. Skarsgard's contributions, particularly during her tenure at General Motors (GM), have left an indelible mark on both corporate design and the preservation of design history.

Early Life and Influences

[00:10 – 04:57]

Susan Skarsgard was born in Detroit in 1954, growing up amidst the industrious environment of the city's public schools during the transformative 1960s. Her parents played pivotal roles in shaping her work ethic and craftsmanship. Her father, a carpenter, involved her in his work, instilling a deep respect for manual skills and craftsmanship. Meanwhile, her mother imparted emotional intelligence, teaching Skarsgard how to navigate social environments and understand her audience.

“Understanding who it is, what problems you're trying to solve and who are you solving them for. And then also to have a complete reverence for craft and work.” – Susan Skarsgard [03:14]

Discovering Calligraphy and Artistic Pursuits

[05:15 – 10:46]

Skarsgard's journey into the world of art began somewhat serendipitously when she worked as a ward clerk at the University of Michigan Hospital. To make her desk-bound job more engaging, she taught herself calligraphy using a beginner's book. Her passion quickly flourished as she incorporated calligraphy into various hospital tasks, from bed tags to retirement certificates. This enthusiasm led her to pursue further opportunities, including apprenticeships and formal study.

A significant milestone was her apprenticeship with Jerry Campbell at his renowned studio, which cemented her path in typography and visual identity.

“I started teaching myself calligraphy... I just kind of started getting into this and I was like, oh, my God, I could make a living doing this.” – Susan Skarsgard [05:55]

Apprenticeship with Jerry Campbell and Professional Growth

[10:46 – 20:54]

Under the mentorship of Jerry Campbell, Skarsgard honed her skills in a medium-sized art studio environment. Campbell's guidance was transformative, providing Skarsgard with invaluable insights into the commercial aspects of design and fostering her growth as a lettering artist.

“...this couldn't have been a better learning experience because we'd both be sitting there with our optivisors on and I'll tell you something, I also really learned a lot about the history of advertising in Detroit...” – Susan Skarsgard [15:04]

Her relationship with Campbell not only refined her technical abilities but also exposed her to the rich history of Detroit's advertising industry. This period was crucial in shaping her understanding of how art intersects with commercial application.

Joining General Motors and Expanding Horizons

[23:37 – 34:00]

In 1995, Skarsgard's career took a significant turn as she joined General Motors (GM) as a lettering artist. At the GM Technical Center in Warren, Michigan—a hub designed by famed architect Eero Saarinen—she applied her expertise to designing emblems and nameplates for various car models.

“I worked in a studio with about eight people that worked in various disciplines, mostly design, to develop the 3D graphics that supported automotive applications.” – Susan Skarsgard [24:19]

Transitioning from two-dimensional to three-dimensional design presented new challenges, but Skarsgard embraced the opportunity to understand the complexities of automotive manufacturing processes. Her work included iconic designs for brands like Chevrolet and Buick, leaving a lasting imprint on GM's visual identity.

Creating the General Motors Design Archive and Special Collections

[34:00 – 45:10]

Skarsgard's vision extended beyond her immediate design responsibilities. In response to corporate restructuring and the threat of losing invaluable design materials, she spearheaded the creation of the GM Design Archive and Special Collections. This initiative aimed to preserve the rich history of GM's design endeavors, ensuring that the artistic legacy of the company was meticulously documented and accessible for future designers.

“...we knew that a lot of stuff left the building. So I went back to this guy a month later and I said, okay, well, here's our assessment... What about we make a department where we use this material, we actually support this historical archeology...” – Susan Skarsgard [39:06]

Her efforts involved conducting comprehensive audits of existing materials, collaborating with former designers, and establishing protocols for preserving sketches, slides, and other design artifacts. This archive has since become a vital resource for understanding the evolution of automotive design within GM.

Challenges as a Woman in a Male-Dominated Industry

[34:44 – 54:49]

Skarsgard navigated the automotive design industry during a period when it was overwhelmingly male-dominated. She often found herself the only woman in the room, facing subtle biases and assumptions about her career advancements. For instance, her ability to negotiate remote work arrangements at GM was frequently questioned, with colleagues insinuating unprofessional motives.

“You can't just complain. You have to figure it out, you know, you have to do the work.” – Susan Skarsgard [34:00]

To counteract these challenges, Skarsgard developed strategies to assert her value within the organization. She emphasized the importance of negotiating terms that highlighted her unique contributions, thereby ensuring her requests were seen as mutually beneficial rather than demands.

Additionally, she addressed issues of sexual harassment within GM, advocating for systemic changes to support women in the workplace. Her candid discussions about the difficulties of proving harassment underscored the pervasive nature of gender biases she and her female colleagues faced.

“...if I was going to take energy to go talk to leadership, I would take away anything that's gray. No gray areas. So the only thing that I could think of that's not gray... It's black and white. Either people are paid the same or they're not.” – Susan Skarsgard [50:12]

Notable Projects and Artistic Contributions

[20:54 – 28:04]

Beyond her role at GM, Skarsgard maintained a private practice in visual arts, exploring various disciplines. One of her standout projects, "26 of 26," reimagined the alphabet as a form of visual art, transforming letterforms into striking compositions. This work was exhibited in prestigious institutions such as the Grolier Club in New York and the San Francisco Library, and is part of the Library of Congress's rare book collections.

“It was like the very first time I totally got that this is who I want to be. This is how I want my life to be living, to be living an engaged visual life.” – Susan Skarsgard [10:48]

Another significant project was her master's thesis at the University of Michigan, where she planted a half-mile line of daffodils to symbolize the fragility and impermanence of man-made barriers, inspired by geopolitical conflicts. This conceptual piece engaged 500 participants and became a celebrated public artwork in Ann Arbor.

“I engaged 500 people to help me do this and it was turned into quite a successful thing for the city of Ann Arbor.” – Susan Skarsgard [20:55]

Legacy and Impact

[45:10 – 55:46]

Skarsgard's legacy at GM is profound, not only for her design work but also for her role in preserving the company's rich design history. By establishing the GM Design Archive and Special Collections, she ensured that future generations of designers could learn from past innovations and maintain a connection to the company's artistic roots.

Her mentorship and advocacy have inspired numerous designers, particularly women, to pursue and excel in the field of industrial design. Skarsgard's ability to blend artistic creativity with industrial functionality serves as a testament to the power of interdisciplinary approaches in design.

“You can't design a car on your own freelance. You have to have a big corporation behind you to build these things.” – Susan Skarsgard [28:04]

Moreover, her reflections on gender dynamics within the industry highlight the ongoing challenges women face, while also showcasing the progress made and the importance of continued advocacy for equality and recognition.

Conclusion

Amber Asay's conversation with Susan Skarsgard provides a comprehensive look into the life of a designer who seamlessly integrated art and industry. Skarsgard's journey—from calligraphy to automotive design, and from hands-on artistry to archival preservation—illustrates the diverse paths women have taken to shape the design landscape. Her insights into overcoming gender barriers and her dedication to preserving design history make her a pivotal figure worthy of recognition.

“It's been a privilege to hear from Susan Skarsgard today. Her career is truly a testament to the power of layering different creative disciplines...” – Amber Asay [55:46]

Susan Skarsgard's story is not only inspiring but also serves as a vital reminder of the often-overlooked contributions women have made to design history. Her work ensures that future generations can continue to draw inspiration from her legacy, fostering a more inclusive and celebrated narrative in the world of design.

End of Summary