"I believe in the products we make and design, and the company's personal values are compatible with mine. And that makes a difference. When you look at the options, nothing else matches up," said Frykholm, a vice president and creative director at Herman Miller. "When you promote stuff, it's nice to promote stuff you believe in, other than just promoting stuff."
Nigeria RPCV Steve Frykholm does graphic design work for the Zeeland-based office furniture maker
Graphic designer credits 'great legacy' at Herman Miller
by Mark Sanchez | Business Review Western Michigan
Thursday February 19, 2009, 8:30 AM
Caption: Steve Frykholm, vice president of graphic design for Herman Miller, was tapped by U.S. Rep. Pete Hoekstra, R-Holland, to design an ornament for the White House Christmas tree. Photo/Jon M. Brouwer
Thirty-nine years later, Steve Frykholm is still doing graphic design work for the Zeeland-based office furniture maker, producing some of the most memorable promotional and marketing pieces ever for the company.
And he's still inspired by a desire to solve problems at a company with a rich design heritage and drawn by a corporate culture that fits him nicely.
"I believe in the products we make and design, and the company's personal values are compatible with mine. And that makes a difference. When you look at the options, nothing else matches up," said Frykholm, a vice president and creative director at Herman Miller. "When you promote stuff, it's nice to promote stuff you believe in, other than just promoting stuff."
A Belmont resident, the 65-year-old Frykholm will receive the recognition of his peers next week when he accepts the Ad Club of West Michigan's annual Silver Medal Award, a career-achievement honor.
"His talent and contributions at Herman Miller are legendary," Ad Club President Clare Wade said of Frykholm's work.
The award, coinciding with the Ad Club's second annual Ad Fair, Feb. 23-26, recognizes individuals for outstanding contributions to the advertising and marketing industry, advanced creative excellence and social concern.
A Kansas native, Frykholm joined Herman Miller as a graphic designer from a job as a typesetter in New Jersey. In Zeeland, he became part of a company filled with renowned furniture designers like Bob Propst and Bill Nelson.
"They gave me a great legacy," said Frykholm, adding that the design culture of the company hasn't necessarily influenced his work but enabled it. "They trusted designers. That's why I've been able to do what I've been able to do."
Frykholm himself is responsible for the first 20 posters Herman Miller produced each year to promote its annual employee picnic. The posters are exhibited in many
museums, including the Museum of Modern Art in New York City.
In 2006, Frykholm became the first Michigan graphic designer to receive the American Institute for Graphics Arts Fellow Award. He spoke with Business Review last week.
After 39 years, what is it about graphic design that still interests you?
"I like the craft, I like to solve problems. I like to be imaginative and original in how the problem gets solved.
"I remember once having a conversation with a financial adviser and he kept asking the question, 'When are you going to retire?' I said, 'I'm not' or 'I don't have plans to' or 'I haven't thought about it.' We went on to have more conversation, and he must have asked me three times. The third time, my wife finally said, 'You don't get it. Designers don't retire.'"
How has the technology in today's digital age altered the creative flair and the intellectual process of graphic design?
"What it does is help you see something quicker. As you're working on a project, you can do iterations, you can do expressions. What you have in your brain you can see it on the screen and make a judgment faster."
What are the elements of good graphic design?
"It migrates from a style point of view, but I think fundamentally, did it solve a problem in a creative, imaginative authentic, original way? And is it memorable? Do I remember who gave me that message?
"It starts with the creative idea, then the execution."
What's the best work you've ever done?
"Probably my next project has the potential. Whether I measure up, I don't know. But I suppose that's one of the reasons you still practice, too, when you've had 39 years. You're still trying to hit another home run."
What's the best advice you can offer somebody studying graphic design?
"Look at the work from the best practitioners historically and of the day and try to zero in on your inner compass.
"Stay true to yourself and do the work you like to do."
