John Lutz – President of the Society for Experiential Graphic Design


Award-winning graphic designer John Lutz, partner in the Chicago office of Selbert Perkins Design, will lead the global community of experiential graphic designers as president of SEGD, the Society for Experiential Graphic Design. “The role and impact of Experiential Graphic Design in our world continues to grow as digital technology blurs the lines between physical and virtual (information-based) experiences and dramatically reshapes public spaces,” commented Lutz, whose work includes branding, place-making and wayfinding projects for corporate and public clients worldwide.
“As we move toward Smart Cities enabled by the Internet of Things and public spaces that are increasingly more interactive, Experiential Graphic Designers are stepping forward as the natural leaders in creating spaces that are easy to understand, user-centric, functional and beautiful,” he added.
Lutz leads a professional association that is helping to evolve the discipline formerly known as environmental graphic design. SEGD initiatives in recent years have focused on expanding the community to include digital technology providers, content and experience designers and creative technologists. In addition, SEGD has put major emphasis on attracting youth members.
“We hear more and more from the established members of our community that they are struggling to find good designers with strong foundation skills and digital experience,” Lutz noted. “On the other hand, we hear from students and younger designers that they want to work for firms that are developing their digital competencies, as there is a lot more scope and potential for them there.”

Recent Projects

Knife Pleat

Costa Mesa, CA The whimsical logo for Knife Pleat expresses the innovative, elegant, and entertaining culinary experience at this popular and critically acclaimed California restaurant. Created by culinary innovators, Tony Esnault and Yassmin Sarmadi, the restaurant has become an iconic center for a diverse audience.

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California State Polytechnic University Pomona

Pomona, CA SPD collaborated with CPP to develop a new brand identity and college seal to reflect the university’s history, mission, and vision for the future. The new identity integrates the letter “C” within an octagon to reflect the eight colleges of the university and the core elements of polytechnic

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Kailua Village

Kailua, HI Collaborating with community leaders, SPD created the new name, logo, website, welcoming gateways, street furniture, exhibits, and merchandise for Historic Kailua Village. The new brand reflects the rich history of Kailua and has successfully rejuvenated the image of this village, restoring civic pride and energizing the local economy.

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