Women Designers You Should Know: Episode 028 - Jacqueline Casey: Shaping the MIT Style (w/ Michael Bierut)

Release Date: December 17, 2024

Introduction

In Episode 028 of Women Designers You Should Know, host Amber Asay delves into the life and legacy of Jacqueline Casey, a pioneering modernist who revolutionized graphic design at MIT. Joined by esteemed designer Michael Beirut from Pentagram, the episode explores Casey's innovative approaches, her challenges, and the enduring impact of her work on the design world.

Guest Introduction: Michael Beirut

Amber begins by introducing Michael Beirut, highlighting his long-standing partnership at Pentagram since 1990 (“[02:27] Michael Beirut: A while, right, since 1990. So that's 33, 34 years.”). Beirut shares insights into Pentagram's evolution, emphasizing the firm's tradition of inclusivity and the gradual increase in female partners. He discusses his advocacy for diversity in design, noting, “[05:27] Michael Beirut: I think just promoting interesting, diverse people... it just makes the world more interesting, I think.”

Career Beginnings and Influences

Beirut recounts his early career at Bignelli Associates (Vignelli Associates), under the mentorship of Massimo and Lela Vignelli. He describes Lela as the practical force behind the creative endeavors, stating, “[06:56] Michael Beirut:... Layla was the person that kept that office alive as long as it was.” Beirut contrasts Massimo’s boundless creativity with Lela’s discipline, highlighting the balance that influenced his own professional growth.

Transition to Teaching: Yale and Beyond

Beirut reflects on his three-decade teaching career at Yale, where he learned valuable lessons from his students. He emphasizes the importance of embracing diverse design philosophies, stating, “[10:23] Michael Beirut:… people whose work I had trouble understanding… it means that it was just simply a different way of thinking about solving a particular problem.”

Jacqueline Casey: A Modernist Trailblazer

The conversation shifts focus to Jacqueline Casey, with Beirut elucidating her distinctive approach to the Swiss and International Style. He notes, “[13:26] Michael Beirut:... her work had a little more lightness of touch, a little bit more joy. It had a little bit less seriousness, had a kind of heartbeat to it, had soul to it.”

Beirut praises Casey’s ability to infuse emotion into a technically rigorous style, allowing her designs to resonate deeply with viewers. He describes her work at MIT as making "Helvetica dance or laugh or sing" (“[14:36] Michael Beirut:… she was able to make Helvetica dance or laugh or sing in a way”).

Casey's Early Life and Education

Amber provides a background on Casey, born in 1927 in Quincy, Massachusetts, who faced discouragement from her parents regarding her artistic aspirations. Despite initial setbacks, Casey pursued her passion, graduating from Mass Art in 1945 with a major in fashion, design, and illustration.

Beirut adds, “[21:01] Michael Beirut:… Designers should be familiar with economics, too.” highlighting how Casey's diverse educational background contributed to her holistic approach to design.

Influence at MIT and the MIT Style

Casey’s tenure at MIT marked a transformative period for the institution’s graphic design, dubbed the "MIT style." Beirut explains how Casey, along with colleagues like Dietmar Winkler and Ralph Coburn, integrated European modernist principles with a unique American sensibility.

He elaborates, “[23:49] Michael Beirut:… MIT was nourishing her and that what she brought back to MIT was refracted back to them in terms of humanity.”

Signature Posters and Design Philosophy

Several of Casey’s posters are analyzed, showcasing her mastery in balancing visual appeal with functional messaging. Amber discusses specific posters, such as the Intimate Architecture Contemporary Clothing Design poster, highlighting its meticulous alignment and emotional resonance.

Beirut shares a favorite poster, praising its subtle integration of type and image: “[31:45] Michael Beirut:… The catalog was photographed by Robert Mapplethorpe. My concept was not just to add the type, but to incorporate it gently by making it small and following the structure suggested by the folds of the dress.”

Another notable work discussed is the American Women in Science and Engineering Symposium poster, where Casey creatively duplicates the female symbol to evoke unity and collective strength.

Leadership and Legacy

Casey’s leadership as the director of MIT’s Office of Publications (later Design Services) is lauded for fostering an environment where art and design were integral to education. Beirut shares insights from Dietmar Winkler, who admired Casey’s vision and ability to blend creativity with institutional needs.

He reflects on her enduring legacy: “[40:40] Michael Beirut:… her work has endured, has that sort of power. And it has that power because it has the lifeblood of Jackie Casey moving through it.”

Conclusion: Celebrating Casey's Impact

As the episode concludes, Beirut emphasizes the profound influence Casey had on both her contemporaries and future generations of designers. Amber echoes this sentiment, underscoring the importance of recognizing Casey's contributions to democratizing quality design and infusing it with humanity.

A poignant quote from Muriel Cooper is highlighted: “the spirit of MIT nurtured her work, and in turn, her work nurtured the humanity of MIT,” encapsulating the reciprocal relationship between Casey and the institution she helped transform.

Key Quotes

• “[02:27] Michael Beirut: A while, right, since 1990. So that's 33, 34 years.”
• “[05:27] Michael Beirut: I think just promoting interesting, diverse people... it just makes the world more interesting, I think.”
• “[14:36] Michael Beirut:… she was able to make Helvetica dance or laugh or sing in a way.”
• “[21:01] Michael Beirut:… Designers should be familiar with economics, too.”
• “[31:45] Michael Beirut:… The catalog was photographed by Robert Mapplethorpe. My concept was not just to add the type, but to incorporate it gently by making it small and following the structure suggested by the folds of the dress.”
• “[40:40] Michael Beirut:… her work has endured, has that sort of power. And it has that power because it has the lifeblood of Jackie Casey moving through it.”

Final Thoughts

This episode of Women Designers You Should Know offers a comprehensive exploration of Jacqueline Casey's pivotal role in shaping the MIT style and her broader contributions to modernist graphic design. Through the expert insights of Michael Beirut, listeners gain a deeper appreciation for Casey's artistic vision, leadership, and the lasting legacy she left on the design landscape.

Listen Now

For a detailed journey through Jacqueline Casey’s innovative designs and the mentorship of Michael Beirut, tune into Episode 028 of Women Designers You Should Know.