Founded in 1973 by IU design graduates John Berry (B.A. '66) and Richard Burns (B.A. '65), the Society of Experiential Graphic Designers (SEGD) was conceived, developed, and has grown to become one of the world’s foremost professional design associations. Bringing together design professionals in diverse fields, the SEGD describes their collective goal as "enrich[ing] the human experience, transforming spaces to be more inclusive and intuitive, emotive, and engaging, sustainable, and shared."
In this talk, the IU design alumni will share the serendipitous circumstances that launched their collaborative founding of the field of experiential graphic design and SEGD, which serves as a hub for the work of visual communications and user experience in the built environment. Berry and Burns will also describe the evolution of the association and the field and share memories from their time at IU in the sixties and their individual paths as design professionals.
John Berry
John Berry was a pioneer in the application of graphics and color in the built environment, with Smith Hinchman & Grylls (now called The Smith Group), an architectural, engineering and design firm based in Detroit, Michigan from 1968 to 1980. At SH&G Berry developed and led the IGS Division (Interiors, Graphics & Signage).
He co-founded SEGD, the Society of Experiential Graphic Designers and helped to establish a new design profession. Based in Washington D.C., SEGD celebrates over 50 years as the international voice of visual communications (and user experience) in the built environment.
In 1980, Berry joined Herman Miller. As Vice President of Corporate Communications, overseeing internal and external communications, events and archives. He was the liaison with the Eames Office and George Nelson and led the media introductions of major innovative products such as the Aeron chair. His book, ‘Herman Miller: The Purpose of Design’ published by Rizzoli was the basis for a nationally traveling exhibit organized by the Muskegon Museum of Art and The Henry Ford Museum.
In higher education, he developed a BFA in Collaborative Design for Kendall College of Art & Design and as Director of the Design Thinking Initiative at Grand Valley State University, he developed and led the Design Thinking Academy.
He is a past board member of the Michigan Humanities Council, Oxbow Art and Artist’s School, Grand Rapids Art Museum, Kendall College of Art and Design and the National Advisory Committee for Cranbrook Academy of Art. Berry founded Design West Michigan that promoted design as an economic building block for the region. He assembled and directed an advisory group of over 40 leading regional and national designers generating a membership of over 1,000 designers.
Berry has an MFA in Design from Cranbrook Academy of Art, a BA in Design and Spanish from Indiana University with related studies at DePauw University and La Universidad de Nacional de Mexico.
Richard Burns
Richard Burns is a designer, writer, and marketer. He has a BA in design from Indiana University and a MS in visual design from Illinois Institute of Technology’s Institute of Design. He began his professional career in Chicago at Unimark International, one of the world’s foremost design consultancies. A move to San Francisco led to starting a practice with his brother. Their early affiliation with the SWA Group, an acclaimed planning and landscape architecture firm, provided Burns an entry into the world of real estate, serving its need for branding, marketing communications, and signage programs. The practice evolved into the GNU Group. The firm became one of the country's most accomplished and comprehensive marketing communications and design firms addressing the needs of real estate developers.
Throughout his career, Burns has been active in a range of professional activities and organizations. He was a co-founder of The Society for Environmental Graphic Design (SEGD), served as its President, on its Board of Directors, and in 1987, was named one of the Society's first Fellows. As a member of the Urban Land Institute, he has served on the Community Development and Recreational Councils and on the Development Committee. He developed the curriculum for, and taught ULI’s Real Estate Marketing Workshops and has written the chapter on marketing for ULI’s Real Estate Development Principles and Process textbook.
He has also taught design courses at the University of California and Dominican University. Throughout his career, Burns has been honored with numerous awards for his design and marketing expertise.
Competitive swimming brought Burns to IU in the era when Doc Councilman had the best team in the country. He admits that his undergraduate days were filled with “all things collegiate.” Beyond swimming, he rode on the little 500 team that inspired the film Breaking Away. Burns continues to swim competitively in the Master's program and has been inducted into the International Swimming Hall of Fame.
